Sabre Travel Network enters South African Market

World’s largest global distribution system targets travel agency growth

JOHANNESBURG, SOUTH AFRICA, July 12, 2011 – Sabre Travel Network, a global technology company serving travel agencies and suppliers, today entered the South African market.

The company, which operates the world’s largest global distribution system for both leisure and corporate travel agencies, will be based in Bedfordview, Gauteng.

Dean Bibb, vice president Sabre Travel Network, Europe, Middle East and Africa said: “Sabre is a strong global brand, and today we enter the market as a fresh alternative for travel companies who want a partner that can provide global expertise, local knowledge, innovation and a passion for customer service.”

Sabre’s South African operation has been launched in conjunction with its partners EmQuest – part of the Emirates Group – and African-based Rogers Aviation, which will act as the main distributor in the market. The partnership allows Sabre to combine its global expertise with local experience and knowledge – an essential requirement for Sabre to meet the needs of the local market.

“Our collaboration with EmQuest and Rogers Aviation means South African agencies will profit from Sabre’s global reach and the partnership of a local specialist. We want to work with travel agents whose priority is impeccable customer service and sustained growth.”

“The travel industry in South Africa has grown in recent years, and travellers have a burgeoning appetite for new tools such as mobile services and social media. Every year Sabre invests hundreds of millions of dollars in developing and delivering innovative technology that helps agencies accelerate their business and enhance customer service,” said Bibb.

Sabre enters the market with its award-winning Sabre Red total travel solution, designed for corporate and leisure travel agencies to manage every part of their business. At the heart of this is the Sabre Red Workspace, a highly configurable platform for travel agencies to shop, book and manage travel, while delivering excellent customer service.

Sabre will also make South Africa the first country to launch its new graphical view in the Sabre Red Workspace. This provides agents the option to shop, book and manage travel in a graphical setting. Using this, agents will be able to book air, car and hotel using format-free, point-and-click functionality, making training on the Sabre system, whether for a novice or seasoned agent, simple and easy. More experienced agents can speed through bookings using both the new graphical view and traditional ’classic view’ format. The company will also launch a range of mobile, social media, business intelligence, travel security, and efficiency tools for agencies.

Customers of Sabre will be supported by a local customer support team, located in Johannesburg, and benefit from the out-of-hours support provided by Sabre’s global network.

Today’s announcement comes a day after Sabre announced a full-content agreement with South African Airways. Last month the company’s airline business, Sabre Airline Solutions, also signed a reservations agreement with Kulula.


Rogers Aviation is a leader in the African travel and aviation sectors. It is a market-leading provider of travel services in eight territories in the region: South Africa, Mauritius, Reunion, Madagascar, Comores, Mayotte, Mozambique and Kenya. Its reputation for efficiency, reliability and professionalism rests on the ability to provide quality, timely and cost effective solutions to its business partners and customers. It was for these reasons Sabre and Emquest chose Rogers to represent its distribution business in South Africa.

Alex Fayd’herbe, chief executive of Rogers Aviation, said: “Sabre is the world’s leading GDS with a reputation for having excellent customer service and relationships around the world. The company shares the same “customer first” commitment we have, and through our partnership with them and Emquest, we will deliver first-to-market technology that specifically meets the needs of South African agencies, keeping them one step ahead while also supporting the growth of the local industry.”

Sabre and Emquest have a long-standing relationship that has enjoyed particular success in the Middle East. Together they appointed Rogers Aviation to represent their expanding joint venture into the South African market.

Naz Nizari, Senior Vice President at EmQuest said,” South Africa is experiencing significant growth and we are very excited to appoint Rogers Aviation as our Sabre distributor in this market. We have a wide range of solutions that are being continuously enhanced to meet the region’s growing travel needs and combined with Sabre’s newest platform – Sabre Red Workspace – we offer agents a solution that allows them to grow, evolve and develop their business and better served their clients.”

About Sabre Travel Network
Sabre Travel Network provides technology solutions to the global travel industry. It operates the world’s largest travel marketplace, connecting travel buyers and sellers through the Sabre global distribution system (GDS). Its innovative software connects more than 350,000 travel professionals to more than 400 airlines, 93,000 hotels, 25 car rental brands, 50 rail providers, 13 cruise lines and other global travel suppliers. More than 300 million people purchase airline tickets through this channel annually.

Sabre Travel Network is part of Sabre Holdings, a global travel technology company serving the world’s largest industry- travel and tourism. Its innovative technology is used by more than a billion people around the world to plan, book and get to their destination at a time and price that’s right for them. For more information, please visit:

About Rogers Aviation
Rogers Aviation’s Travel and Aviation service sector is a pioneer and leader in its sector. It is a one-stop centre in Mauritius and the Indian Ocean region for travel-related services for both passengers and cargo services, including airline representation, ground handling operations, travel agencies and catamaran cruises. Rogers Aviation has become a leading provider of an integrated range of aviation and travel services in 8 territories in the region, namely: South Africa, Mauritius, Reunion, Madagascar, Comores, Mayotte, Mozambique and Kenya. Its reputation for efficiency, reliability and professionalism rests on the ability to provide quality, timely and cost effective solutions to its business partners and customers.

About EmQuest
EmQuest is a travel distribution company that develops and distributes innovative technologies and services. EmQuest offers a vast range of the very latest software, including Sabre, which providing electronic global and regional distribution services for the travel industry, through its computerised reservation systems, leading-edge products and internet-based solutions. EmQuest manages a large network of brands, content and service offerings that are designed to meet the unique and specific needs of the travel industry, especially those based in the Middle East, Africa & Indian ocean islands. EmQuest can connect travel agents, tour operators, car rental companies, rail services, hotels and airlines with millions of travellers around the world – easily, effortlessly and efficiently.

Media Contacts:
Martin Ferguson
Sabre Holdings
Office: +44 20 8538 8576
Mobile: +44 7740 409 440

Keenan Klizanie
Meropa Communications
Office: +27 11 506 7341
Mobile:+27 72 013 4692