British Airways and Iberia owner IAG has agreed a new distribution deal with travel technology firm Sabre, which includes access to both traditional EDIFACT content as well as NDC-based offers.

The agreement will give travel buyers and TMCs connected to Sabre¡¯s platforms ¡°competitive access¡± to NDC content, including additional price points and ancillaries, from IAG¡¯s carriers, which also includes Aer Lingus and Vueling.

¡°Sabre and IAG¡¯s airlines are working closely together and will communicate as NDC content is rolled out to Sabre-connected travel agencies on a carrier-by-carrier basis,¡± said Sabre in a statement.

¡°The agreement between Sabre and IAG underscores the industry's shift towards modern travel retailing, where airlines can differentiate their offerings and provide more personalised experiences to travellers.¡±

Colm Lacy, British Airways¡¯ chief commercial officer, added: ¡°Not only are we improving the experience of those customers who fly with us, but also the way we work with our valued travel agent and travel buyer partners.?

¡°We understand how valuable retailing is to them, and IAG¡¯s partnership with Sabre allows us to make a wide range of attractable offers available even further across the globe.¡±

Roshan Mendis, chief commercial officer of Sabre Travel Solutions, added: ¡°The travel industry is entering a new era of personalised retailing that will bring better experiences for travellers and new revenue opportunities for airlines and travel agencies.¡±