Sabre (NASDAQ: SABR), a leading global travel technology company, today announced the appointment of Fiona Richards as Regional Director, South Pacific.
In the role, Richards will lead Sabre’s engagement with customers and partners across Australia, New Zealand and the South Pacific, helping travel businesses navigate an increasingly complex distribution and technology landscape. Her appointment reflects Sabre’s continued focus on helping customers unlock growth opportunities, adapt to evolving retailing and distribution models, and make informed technology investment decisions in a rapidly changing market.
As the travel industry undergoes one of its most significant periods of transformation – driven by advances in airline retailing, NDC adoption, content fragmentation, automation, artificial intelligence and changing traveller expectations – Richards will focus on helping customers identify where technology can deliver meaningful business value, maximise the return on their technology investments, and create better experiences for travellers.
“Fiona brings extensive industry experience, deep customer relationships and a strong track record of commercial success,” said Brett Thorstad, Vice President, Agency Sales and Airline Distribution, APAC, Sabre. “Having spent more than two decades with Sabre, she has played a key role in helping shape customer success across Australia, New Zealand and the South Pacific. Her appointment reflects our commitment to developing exceptional talent from within the organisation. As the industry continues to evolve, Fiona’s leadership will help ensure our customers are well positioned to adapt, grow and succeed.”
Richards will focus on helping customers access the content, capabilities and technology they need to compete in a rapidly evolving landscape. Her priorities include strengthening customer and partner relationships, supporting adoption of Sabre’s next-generation, AI-native travel marketplace capabilities, and expanding opportunities across agency, corporate, wholesale and online travel segments.
“Travel in the South Pacific has always been defined by strong relationships, resilience and innovation,” said Richards. “More than ever, travel businesses are looking for trusted partners that can help them simplify content complexity, leverage new technology, including agentic AI, and create better experiences for travellers. I’m excited to lead a talented team focused on helping our customers navigate change, unlock new opportunities and build on Sabre’s proud history in the region through strong partnerships and a relentless focus on customer success.”
Prior to her appointment as Regional Director, South Pacific, Richards led a commercial team responsible for premier customer relationships and strategic commercial initiatives across the region. During her more than 20-year tenure with Sabre, she has played a significant role in some of the company’s most significant customer growth, retention and strategic partnership successes.
