Sabre Challenges Myths Around Direct Airline Connections In Corporate Travel

SOUTHLAKE, TEXAS – Sabre Corporation has issued a strong rebuttal of claims that direct airline connections offer corporate buyers cheaper, simpler, or more future-ready solutions. In a new analysis combining U.S. airfare data and a global agency survey, Sabre concludes that direct connects frequently create higher costs, fragmented servicing, and operational blind spots.

“Direct connections absolutely have a role to play – they are part of the industry’s evolution as airlines pursue new retailing models,” said Roshan Mendis, Chief Commercial Officer and Executive Vice President, Sabre. “But, for corporate buyers, they are not the silver bullet they are often positioned as. Travel management companies (TMCs) connected to large-scale platforms like SabreMosaicTM Travel Marketplace provide what corporations truly need to deliver the best results for their clients: a full view of content, consistent traveller experiences, scalable infrastructure and measurable value.”

Four misconceptions about direct connects

1. Misconception #1 – Cheaper fares? Almost never Direct connections are often promoted as the cheapest route, with some carriers suggesting their lowest fares are only available direct. In
   practice, airline websites and APIs are designed to maximise yield for the airline – not minimise cost for buyers. Marketplaces uncover hidden value by combining NDC and EDIFACT content and constructing itineraries that include split tickets or mixed-carrier options. A Sabre analysis of US airfares during June 2025¹ found SabreMosaic Travel Marketplace delivered equal or lower fares in over 90% of searches – with 41% of cases cheaper than booking direct.
2. Misconception #2 – More content direct? Think again Some airlines suggest their direct NDC APIs provide richer content. In reality, those ‘direct connects’ use the very same NDC APIs that airlines already provide to Sabre – they are not a fundamentally different technology. However, because an airline’s API only connects to that single carrier, TMCs would need to manage dozens of separate connections, each with unique technical and commercial requirements, to see the full picture¹ Sabre’s global survey, 91% of agencies said they juggle four or more booking systems, and three-quarters reported that the number has grown in the past three years – a clear sign that content fragmentation is increasing. This fragmentation means travellers may not see all available fares, managers lose visibility across suppliers, and programmes miss opportunities to optimise spend.
3. Misconception #3 – A smoother experience? Not for corporates Direct connects are often promoted as the “modern” way to access airline content, with ancillaries, bundles, and richer visuals
   that older systems cannot always display. The reality is far more complicated than this tidy narrative. Each airline builds its direct connect differently – creating inconsistent booking and
   servicing experiences. For leisure travellers, that might be an irritation; for corporates, it is a liability. Business trips involve multiple suppliers, last-minute changes, and duty-of-care requirements. If each connection behaves differently, travellers risk poor servicing, managers lose visibility, and programmes face compliance gaps.
4. Misconception #4 – Built for the future? Not at scale airlines often promote direct connects as “future-ready”. The reality is that business travel operates at massive scale – with millions of
   searches, bundles, and last-minute changes that must be processed instantly, securely, and consistently. One-off airline connections cannot deliver that scale and, in some cases, airlines even
   throttle results when “look-to-book” ratios are too high, meaning travellers may not see every available fare. With Artificial Intelligence multiplying searches, the risk grows. Platforms built for scale, like Sabre’s cloud-native marketplace, protect against these gaps – ensuring corporates see the full picture, gain consistent access to new airline features, and are not tied to a single carrier’s version of the future. In fact, the SabreMosaic Travel Marketplace itself is a broad collection of direct connects, enhanced by industry-leading shopping, caching, and AI-infused algorithmicintelligence that ensures buyers see the most relevant and competitive options.

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Together, these four misconceptions tell a consistent story: direct airline connections may look attractive on the surface, but the evidence shows they can create complexity, raise costs, and
reduce corporate control. Marketplaces provide the visibility, comparability, and scalability that managed travel truly requires.

“Ultimately, this debate is about effectiveness and consistency over complexity – building programmes that save money, keep travellers satisfied, and protect people on the move. The data
is clear. So is the path forward,” added Roshan Mendis.

1 Results based on the analysis in June 2025 of top airlines in the US Point of Sale, representing a sample of over 117m annual Sabre bookings. Main cabin used as the benchmark class; Airline.com sourced from Google Flights. Margin of statistical error +/-5%. Content Fragmentation Research Methodology: Survey of 500 travel agency senior executives conducted via Qualtrics across 14 countries, fielded between 18–30 April 2025.

The article Sabre challenges myths around direct airline connections in corporate travel first appeared in TravelDailyNews International.