Product details

The case discusses how Sabre, a computer reservation system developed by American Airlines, evolved into a global distribution system (GDS) that became the primary channel for travel suppliers like airlines, railways, car rental companies and tour operators to distribute their travel offerings to customers. The case describes the role played by deregulation in the US airline industry in Sabre's evolution. It presents the changes brought about by the Internet in Sabre's operating environment and examines the strategies adopted by the company to remain competitive. The case describes Sabre's on-line strategy, that aimed at generating additional revenues through Travelocity.com, Virtually There and GetThere. It examines the efficacy of this strategy for Sabre, in the fast changing business environment.