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Sabre partners with Cheetah for Loyalty
Sabre have been executing on their plans to rationalise their airline technology product portfolio since Dave Shirk was appointed as the President of Sabre Airline Solutions in April 2017. Shirk has since been promoted and now also runs the GDS business. The deal with Cheetah makes great sense to T2RL as part of the product portfolio rationalisation. Loyalty solutions are now considered mainstream IT platforms "off the shelf" with all of the necessary integration support for all types of merchandising and customer touch points. Ultimately the partnership will only work if the combined Sabre / Cheetah teams win business from the existing players in the market place. T2RL's research suggests that in-house developed systems still dominate the airline loyalty landscape with approximately 27% market share, followed by Oracle with some 19% share and Comarch third with approximately 7%. At first glance this looks like another smart move from Sabre in picking a market place with significant in-house systems and it appears one of the more advanced vendors according to Forrester Research. T2RL will follow this solution and report to subscribers on market performance in our future reports on market share for loyalty solutions in the airline business.
Published: 24/06/2019

SOUTHLAKE, Texas, June 20, 2019 /PRNewswire/ -- Sabre Corporation (NASDAQ: SABR), the leading technology provider to the global travel industry, today announced its alliance with Cheetah Digital, the world's foremost independent, enterprise cross-channel marketing technology company. Through the collaboration, Sabre has incorporated the cloud-based Cheetah Loyalty solution into the Sabre Commercial Platform, adding loyalty management capabilities to the platform's comprehensive offerings and providing a successor to Sabre's Frequent Flyer Manager technology. The joint effort enables Sabre customers that use Cheetah Loyalty as part of the Sabre Commercial Platform to not only manage loyalty programs, but also better market to consumers in the digital age, strengthening carriers' abilities to retain and attract customers while spurring new revenue. With Cheetah Loyalty, brands are able to create comprehensive marketing programs that deliver unique experiences and engage customers in new ways from acquisition to loyalty. Unlike traditional loyalty management solutions that only recognize and reward customers' transactional behavior, Cheetah Loyalty synthesizes millions of digital signals, providing real-time behavioral, transactional and contextual data of loyalty members. With meaningful insights into customers' behaviors and values, marketers are better enabled to personally recognize and reward loyal behaviors across mobile, web, social, email, mobile app, and point-of-sale touchpoints. "The competitive travel industry is increasingly driven by personalization and real-time data activation, and we value the opportunity to innovate with a recognized leader such as Sabre," said Jon Siegal, vice president of global loyalty sales, Cheetah Digital. Sabre's airline customers will have richer portraits of their travelers, informed by traditional profile indicators, as well as more robust predictors, such as preferences shared on social media and customer segmentation using machine learning insights. In addition to the ability to create targeted offers, airlines will have access to ready-to-run mobile apps for consumer engagement and transactions, real-time engagement analysis and data identifying potentially high-value customers. "Customer loyalty is at the core of the Sabre Commercial Platform," said Rodrigo Celis, senior vice president, product management, commercial solutions at Sabre Airline Solutions. "Cheetah Digital shares our commitment to innovation, and we expect the incorporation of Cheetah Loyalty to be a gamechanger for our airline customers by combining the power of Sabre offer management and data with Cheetah Digital's loyalty expertise. Given these natural complements, and the ability to scale to growing airlines' needs, we anticipate carriers will readily embrace this collaboration." Source:

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