Yellow Balloon Tour signs long-term agreement with Sabre to accelerate growth and enhance online presence

The deal fortifies Sabre’s position in the South Korean travel marketplace

SINGAPORE and Seoul, SOUTH KOREA– 24 May 2023Sabre Corporation (NASDAQ: SABR), a leading software and technology provider that powers the global travel industry, today announced a long-term agreement with one of South Korea’s largest travel agencies. Yellow Balloon Tour will accelerate its growth using Sabre’s intuitive Sabre Red 360 interface and Sabre APIs to create compelling trips for its travellers as well as using Sabre’s technology and expertise to help it grow in the online space. 

The agreement reinforces Sabre’s relationship with Yellow Balloon Tour, making Sabre its preferred global distribution system (GDS) partner and ensuring the travel agency is able to seamlessly shop, book and service leading airline, hotel and other travel content, including NDC offers. The Seoul-headquartered travel agency is also focused on becoming increasingly competitive in the online marketplace by using Sabre’s leading APIs to capture bookings through big-name metasearch engines.  

“We’re focused on creating meaningful travel experiences for our increasingly discerning travellers, so it is imperative to us to work with a travel technology partner who can help us to drive value for our customers, and our business,” said Kim Jin Kook, CEO, Yellow Balloon Tour. “Sabre’s technology will help us to shape the trips our clients want, while ensuring we have the ability to get the offers and experiences we create in front of a wider global audience.” 

The Sabre Red 360 interface provides travel agents with a customizable, and intuitive user experience, using data-driven insights to guide travel consultants, enabling them to satisfy traveller expectations for personalized offers, responsive answers, and reliable service. Integrating bookable content, including NDC offers, and data-rich information into smart workflows, the intuitive user-interface makes Sabre Red 360 processes easy to learn, meaning working and training time can be significantly reduced.  

“As South Korea continues to accelerate its travel industry recovery in 2023, we’re delighted to have entered this new phase of our partnership with Yellow Balloon Tour, so, together, we can create catalysts for tourism recovery and growth this year and long term,” said Brett Thorstad, Vice President, Sabre Travel Solutions, Agency Sales, Asia Pacific. “We’re proud that Yellow Balloon Tour has chosen Sabre to be its preferred GDS partner by choosing to deploy our leading GDS technology and solutions to grow their business.” 


About Sabre Corporation     

Sabre Corporation is a leading software and technology company that powers the global travel industry, serving a wide range of travel companies including airlines, hoteliers, travel agencies and other suppliers. The company provides retailing, distribution and fulfilment solutions that help its customers operate more efficiently, drive revenue and offer personalized traveller experiences. Through its leading travel marketplace, Sabre connects travel suppliers with buyers from around the globe. Sabre’s technology platform manages more than $260B worth of global travel spend annually. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. For more information visit     

About Yellow Balloon  

Yellow Balloon Co., Ltd, headquartered in Korea, was established August 13, 2001 with the mission to improve quality of life through travel culture and a vision to be the global leader in tourism. Yellow Balloon aims to provide the highest value for its customers with customer-oriented trust management, and a full spectrum of domestic and international travel related service, products and creative ideas. Over the span of 23-years, Yellow Balloon has won several leading awards including 45th of Korea National Quality Management Competition (Tourism/Travel Dept.) and Korea Social Media Grand Prize Ranked 1st in tourism category for 8 consecutive years. 

Media Contact    
Elizabeth Hands    
Sabre Public Relations – Asia Pacific    
Telephone: +65 8742 7720