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 Sabre Corporation (NASDAQ: SABR) and ATPCO announced today a new long-term retailing agreement enabling Sabre to distribute ATPCO’s Routehappy content to Sabre-connected travel agencies, online travel agencies and other travel buyers as well as airline IT customers. The new distribution scope includes Sabre’s air shopping APIs and direct airline shopping and merchandising solutions, in addition to Sabre global distribution system (GDS).

Building upon the companies’ existing partnership, the new agreement supports Sabre’s omni-channel retailing and distribution strategy for traditional and NDC-enabled solutions. Integrating the content into Sabre’s offer engines and agency points of sale will help airlines better sell their products, the way that they want, across all channels.

“Our expanded agreement with ATPCO further demonstrates Sabre’s commitment to modernize the airline retailing experience for our customers through next generation retailing, distribution and fulfillment capabilities across channels,” said Wade Jones, president of Sabre Travel Network. “This long-term agreement will allow us to enhance our leading air shopping solutions with ATPCO’s Routehappy Rich Content today and in the future as the airline industry continues to evolve.”

Additionally, Sabre will continue to support ATPCO’s Next Generation Storefront™ (NGS) standard, which helps sales channels modernize the shopping experience for consumers.  Sabre has been a key partner with ATPCO and other industry players to help develop and test a new, innovative approach to shopping based on NGS standards.

With this new agreement, ATPCO is now an authorized provider of airline rich content to Sabre, and Sabre is now an authorized distributor of Routehappy Rich Content. In addition to API access, ATPCO will also provide flat file access to Routehappy Rich Content to Sabre for the first time. This accelerates the rate at which Sabre can integrate Routehappy’s descriptive and visual content across its applications including Sabre Red 360 and Sabre Dev Studio APIs and in airline direct channels.

“ATPCO’s new long term retailing agreement with Sabre demonstrates the momentum of industry-wide transformation in flight shopping. Not long ago, Sabre introduced sweeping improvements to how travel agents shop for airline products with a new graphical interface and Routehappy Rich Content, representing important first steps in a journey of change for our industry,” said Robert Albert, EVP Retailing at ATPCO (formerly Founder & CEO Routehappy.) “Now Sabre is committed to NDC, NGS™ and full integration of Routehappy Rich Content across its travel agency and airline applications. The tipping point for modernizing flight shopping at scale is finally here.”