ATA Airlines and Sabre Airline Solutions Team to Solidify Carrier’s Growth Position in Low-Cost Market

North America’s 10th Largest Carrier Renews Sabre Passenger Reservation System

Agreement; Engages Consulting Team to Streamline Planning and Scheduling Processes and Improve Profits Through Pricing and Revenue Management Enhancements

SOUTHLAKE, Texas, Jan. 14 /PRNewswire-FirstCall/ — ATA Airlines and Sabre Airline Solutions today announced that ATA has renewed its commitment to Sabre Passenger Reservation System, an industry-leading, fully integrated system that effectively manages reservations functions for airlines of all sizes and in all stages of growth. Additionally, the low cost carrier has tapped Sabre Airline Solutions to provide consulting services in support of ATA’s growth initiatives to identify revenue and profit improvement opportunities through advanced network design strategies, schedule architecture alternatives, and pricing and revenue management enhancements. Terms of the agreements were not disclosed.

“Since we achieved ‘major carrier’ status in 2000, we have continually focused our efforts to streamline our operations and sustain the growth we’ve enjoyed even in a constrained market,” said Glen Baker, ATA vice president of Information Systems. “Sabre Airline Solutions has played a major role in helping us offer reliable, high quality air transportation services to our more than 10 million passengers annually. The Sabre Passenger Reservation System empowers our service professionals to provide a streamlined travel experience to our valued customers.

ATA first engaged the Sabre Passenger Reservation System in 1993. The system represents both a selling system and a departure control system supported by CRM capabilities. Additionally, ATA employs system enhancements including the Sabre Airport Check-in System, a productivity tool to help airline agents serve passengers quickly and efficiently, and the Sabre Credit Suite, a product that expedites reimbursement of revenues generated from credit card sales.

“ATA represents the type of carrier we most enjoy serving,” said Gianni Marostica, Sabre Airline Solutions president of Airline Passenger Solutions. “Clearly they are on a fast track to industry leadership, with a growing stronghold position in the Chicago market and an expanding presence nationwide. To accommodate that type of growth, ATA needs a reservation system that is flexible, scalable and comprehensive in its functionalities. We invest millions of dollars each year to ensure that the Sabre Passenger Reservation System stays abreast of the increasing demands of ATA and our more than 17 low cost carrier customers around the globe. We appreciate the vote of confidence the ATA renewal agreement represents.”

Sabre Airline Solutions serves more low-cost carriers than any other provider, with solutions targeted to start-ups, simple carriers, complex carriers, hybrid carriers and low-cost carriers associated with traditional airlines. The company is the only provider of integrated solutions aligned with the carriers’ current and future needs. Offerings include systems to manage reservations and departure control, airport, cargo, crew management and dining and cabin needs, finance, flight operations maintenance and engineering, planning and scheduling, pricing and revenue management, sales and marketing, and customer loyalty. Sabre Airline Solutions offerings afford flexible delivery, are based on a platform capable of supporting growth and incorporate pricing models that ensure the lowest total cost of ownership (TCO).

ATA also implemented a portfolio of customer check-in solutions that include curbside check-in and roving agents offerings, as well as eticketing capabilities. The passenger solution products integrate with other Sabre Airline Solutions operational technology in the planning and scheduling and flight operations areas.

Additionally, Sabre Airline Solutions consultants are working with ATA leaders on three crucial projects: redesign of its network and hub structure; pricing and revenue management strategic assessment; and a profit impact evaluation in support of capacity realignment initiatives. The consulting engagements, initiated in early November, are expected to continue through March 2004.

“By optimizing our systems and our processes, we intend to wring every dollar of profitability from our operations to allow us to reinvest those resources into enhanced services for our passengers,” said Stan Hula, ATA vice president, Planning. “By teaming with Sabre Airline Solutions consultants — a team with vast airline industry knowledge and experience — we look forward to maximizing our operational efficiency and capturing the highest returns on our technology investments. Having technology is only one part of the solution — what is even more important is making sure we have the right strategy in place to make the best use of the technology.”

“ATA is already reaping the benefits of strategic consulting,” said Steven Hendrickson, Sabre Airline Solutions senior partner for Consulting. “We have identified several areas that will differentiate ATA in the marketplace and maximize its profitability. Clearly, ATA recognizes the importance of investing now to give the carrier an undisputable leadership position for both near-term and future growth.”

About ATA Airlines

ATA serves major business centers and the most popular vacation destinations through its growing scheduled service and charter operations. ATA operates significant scheduled service from Chicago-Midway, Indianapolis, New York, San Francisco and Hawaii to over 40 business and vacation destinations. The carrier serves more than 10 million passengers annually, is the number one carrier from both Indianapolis International Airport and Chicago-Midway, and the third largest carrier overall in Chicago, based on the number of passengers flown.

About Sabre Airline Solutions

Sabre Airline Solutions, a Sabre Holdings company, is the world’s largest provider of software products, reservation and departure control systems and consulting services to help airlines simplify operations and lower costs. Over 200 airlines worldwide use Sabre Airline Solution’s broad portfolio of software solutions for decision-support tools to increase revenues and improve operations. More than 90 airlines worldwide rely on Sabre Airline Solutions for their reservation and departure control systems, with 16 new carriers and eight renewals signing in 2002. In addition, more than 100 clients worldwide have turned to Sabre Airline Solutions Consulting Group for strategic, commercial and operational consulting. More than 300 contracts were signed in 2002 within Sabre Airline Solutions.

Sabre Holdings Corporation (NYSE: TSG) is a world leader in travel commerce, retailing travel products and providing distribution and technology solutions for the travel industry. More information about Sabre Holdings is available at

Sabre Airline Solutions, the Sabre Airline Solutions logo, Sabre Passenger System, Sabre Airport Check-in System and Sabre Credit Suite are trademarks and/or service marks of an affiliate of Sabre Holdings Corporation. All other trademarks, service marks, and trade names are the property of their respective owners.

SOURCE  Sabre Airline Solutions
    -0-                             01/14/2004
    /CONTACT:  Kathryn Hayden of Sabre Airline Solutions, +1-682-605-2252, or /
    /Web site: /

CO:  Sabre Airline Solutions; Sabre Holdings Corporation; ATA Airlines
ST:  Texas

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