Tourism Management – A Case Study of Sabre

• Title: Tourism Management – A Case Study of Sabre
• Author(s): Not specified
• Affiliation(s): Sabre Travel Network, Sabre Holdings
• Keywords: Sabre, computer reservations system, global distribution system, airlines, travel agents
• Link: Case Study PDF

1. Thesis
   

• Sabre is a comprehensive computer reservations system aimed at optimizing travel bookings.
• The system was created to address the challenge American Airlines faced in managing reservations during high growth periods.
• Sabre has undergone various transformations and expansions since its inception, including diversification to different travel sectors.

2. Approach

• Initial implementation of Sabre was to streamline the manual process of booking flights, reducing the time needed significantly.
• Sabre's development involved substantial financial investment and was later adopted by other airlines and travel agents.
• The system further evolved through technology improvements and the incorporation of various transportation services.

3. Methodology

• Sabre started as a manual card-based booking system and developed into an automated process with IBM's aid.
• The progression from SABRE to subsequent advancements by IBM, such as PARS and ACP, showed continual technology repositioning.

4. Outcomes

• Sabre's deployment led to a substantial improvement in booking efficiency for American Airlines.
• Over time, Sabre expanded its services and now connects a multitude of travel agents and consumers to various travel services globally.
• The system has enabled a wider reach and better market penetration in the travel industry.

5. Innovation

• Development of Sabre changed the landscape of airline and travel reservations.
• The introduction of online services such as Travelocity made Sabre more accessible to consumers.
• Sabre’s adaptability facilitated the creation and deployment of competitive solutions by other carriers.

6. Relevance

• Demonstrated potential IT outsourcing issues, such as loss of control over proprietary technologies.
• Highlighted opportunistic marketing practices by leveraging system biases before regulatory changes.

Summary
Sabre serves as a vital case study in the integration of technology within the travel and airline industries to optimize reservation systems. Initially developed to address reservation inefficiencies at American Airlines, Sabre evolved through significant technological innovations and market expansions. Despite encountering competitive practices and regulatory challenges, Sabre maintained its pivotal role, connecting millions of consumers to diversified travel services today.