Sabre Corporation discusses future of technology at ATM 2016

Sabre Corporation sessions at ATM 2016
Sabre Corporation sessions at ATM 2016

Sabre Corporation is attending this year’s Arabian Travel Market ATM 2016 to showcase its wisdom to Middle Eastern travel professionals.

The company hosted various activities throughout the event.

Online travel in the Middle East is booming, requiring advanced technology and innovation to support this growth. This was Sabre’s main theme at ATM, as executive speakers from the technology company discussed industry challenges and latest technology trends in travel and hospitality – including the great growth of online travel in the Middle East, and the evolution of loyalty schemes.


For the second consecutive year, the company partnered with the show on innovation technology for the Travel Tech Show element of the event. During the show, visitors had the opportunity to attend various talks from the company’s executives.

On Monday April 25, head of innovation and tech evangelist, Sabre Travel Network – EMEA, Joakim Everstin presented his session, ‘Tomorrowland’, where he gave a sneak peek in the travel experience nine years into the future.

During Day 2 of ATM, vice president, online and land & sea, Sabre Travel Network – EMEA, Antonella Vecchio presented her talk, ‘Go Online, or Go Home’ and addressed the growth and potential Sabre sees in the Middle East online travel market. During her talk she stated how travel companies should embrace online and mobile strategy now in order to compete in fast evolving market place.  With nine out of ten of the top global online travel agencies (OTAs) choosing to partner with Sabre, Antonella explained how Sabre can help the travel agencies in Middle East catch-up with this trend.

“We have the right equation to guide our customers to embrace technology and enter the digital world,” Antonella said. “Travel companies and OTAs need to differentiate their businesses and create new revenue opportunities.  Recent Expedia research found that the average person visits 38 websites before booking travel, proving that OTAs really need to drive greater traveller loyalty and keep consumers on their site for longer periods.  Technology is the key to differentiating OTAs’ services and providing a competitive edge. Considering mobile and providing travellers an easy and more individual shopping experience will transform the travel experience and drive greater loyalty and business results to online players.”

Also on Day 2 of the show, vice president, global marketing, Sabre Hospitality Solutions, Sarah Kennedy Ellis held her session entitled: ‘Loyalty and the Modern Hospitality Brand’. In this Ellis spoke about how technology can help hoteliers deliver distinct and reliable guest experiences that will ensure their customers keep coming back.

Finally on Wednesday April 27 – Day 3 of ATM – chief product officer, Trust International Hotel Reservation Services, Olaf Slater presented ‘Hotel Retailing Trends’ and discussed how emerging consumer technologies and the latest mobile functionalities are facilitating improved customer engagement. According to Slater, paired with the new distribution capabilities available to suppliers, consumer retailing in travel is about to be transformed.

Sabre are exhibiting at stand TT1550 – at Hall 3 by the entrance to Shaikh Saeed, during ATM 2016.