Sabre phases out Abacus brand

SINGAPORE  Sabre Corporation a technology provider to the global travel industry has rebranded all its acquired Abacus assets in Asia-Pacific, effective 2 November.

Over 100 wholly owned and affiliated offices across the region will now operate as Sabre, with travel agency and supplier customers engaging with their local teams at Sabre Travel Network Asia-Pacific and via an expanded corporate domain at www.sabre.com/apac.

The rebrand reflects Sabre’s aim of connecting its entire travel community so that Asia-Pacific agents can shop the world’s largest marketplace for travel, while suppliers gain access to a global distribution channel of over 425,000 on and offline wholesale, corporate and leisure travel outlets.

“The rebrand recognises the global potential of Asia-Pacific’s evolving travel businesses, especially those focused on the opportunities online,” said Sabre Travel Network Asia-Pacific senior vice president, Roshan Mendis. “We want every travel agent and regional supplier to readily access our global and local software, data, mobile and distribution services, to enjoy the benefit of one unified and market-aligned global Sabre brand.”

“For our customers and prospects, the message is that Sabre is the partner of choice for faster shared innovation and accelerated growth. We will help all our Asia-Pacific customers to compete in new markets and win,” added Mendis.

The brand change also coincided with Sabre’s acquisition of a third national marketing company, based in Malaysia to follow Singapore and Hong Kong. Abacus Distribution Systems (Malaysia) Sdn. Bhd. is now a wholly owned, integral part of one Sabre.

Changes to the corporate structure and branding of Abacus Thailand, also a national marketing company, remain pending.

sourced:ttrweekly.com