: A wide-scale GDS study conducted across 18 countries by Dr. Fried and Partner, a leading marketing and consulting firm, has found that Sabre consistently delivers the lowest fares with a large selection of attractive flight options when compared to the competition.
While Sabre has been benchmarking its low-fare search performance for several years, this year's study went one step beyond by including extensive interviews with travel professionals as well as a "best fare" assessment comparing low fare efficacy, bookability, response time, diversity and ancillary content data.
According to the research, Sabre surpasses its competitors in all regions, finding the lowest fare 10 per cent more often than Amadeus and 7 per cent more often Travelport, on average. In addition, the study finds that 75 per cent of bookable air content in Sabre offers a branded fare or ancillary option, versus 59 per cent in Amadeus and 55 per cent in Travelport.
For Australia specifically, the study has revealed impressive data, indicating that Sabre finds the lowest fare up to 18 per cent more often than Amadeus and 16 per cent more often than Travelport, on average.
The study reveals for both leisure and business travellers that while price continues to be important, there is also a growing demand for a higher quality of service as travellers want more out of their travel experience.
Depending on the traveller profile and the type of journey they are undertaking, the study indicates that travellers are willing to pay up to 25 per cent more for added value.
"The concept of best fare for an individual traveller goes beyond price and depends very much on their specific needs, preferences, and reasons for travel," said Wade Jones, President, Sabre Travel Network.
"Sabre is very aware of the increasingly sophisticated demands of today's travellers and we have been making significant strategic investments in our air shopping solutions to deliver both low fares and ancillary content. These investments will help airlines and agencies raise conversion rates, increase customer satisfaction, and foster loyalty."
While the lowest price remains top of mind across all customer segments, the research suggests that there are pronounced differences between leisure and business travellers. The survey found that leisure travellers have the following considerations when shopping for a trip: Flexibility when it comes to travel dates or destination; Price; Baggage included; and Refundability or factors like shorter travel durations are less important.
Business travellers are also price-conscious, but their needs are more diverse than those of leisure travellers. Alongside price, other deciding factors include: Short travel duration; Airline brand; Amenities like more legroom, priority boarding and lounge access; and Fares that deliver convenience and flexibility within the confines of their corporate travel policies.