Sabre Corporation, a leading software and technology provider that powers the global travel industry, has announced a new distribution agreement with Premier Inn, the UK’s largest hotel brand, ensuring travel buyers worldwide have access to Premier Inn’s expansive lodging content.
With over 900 properties and more than 85,000 rooms across the UK and Ireland, as well as 10,500 rooms in Germany, Premier Inn’s properties are now available through Sabre’s GDS. This integration enables travel agencies to book Premier Inn properties within the same platform as other travel components and services, streamlining the booking process and enhancing the overall travel experience.
“This is another step in our ongoing efforts to enrich Sabre’s lodging content for our travel advisor partners,” said Chinmai Sharma, Global Head – Lodging, Ground & Sea at Sabre Travel Solutions. “Premier Inn is a well-known brand in the European market due to their quality, locations and traveller-friendly amenities. We are thrilled to bring their content directly onto our platform for our agency partners, especially at a time of strong hotel room demand in Europe.”
Sabre’s Content Services for Lodging platform strengthens Sabre’s position as a leader in hotel content distribution by enabling agencies to access optimised lodging content with greater efficiency. Sabre’s multi-source content approach, which integrates traditional and new content types, allows travel buyers to seamlessly book travel components while benefiting from the choice, transparency, and dynamic merchandising capabilities offered by Sabre’s platform.
In addition to accessing Premier Inn’s extensive lodging content, Sabre-connected agencies also benefit from enhanced capabilities offered by Lodging AI, powered by Sabre Travel AI™. Utilising machine learning, this solution analyses property attributes, trip segmentation, and preferences to present the most relevant lodging options, boosting hotel attachment rates and offering personalised choices. These capabilities ensure Premier Inn properties are optimally showcased, aligning their attributes with traveller preferences and trip details, boosting hotel attachment rates.
“Our partnership with Sabre means we can significantly extend our reach and provide our guests with a greater choice of booking options,” said Joe Garrood, Chief Commercial Officer for Premier Inn. “Facilitated by DerbySoft’s technology, we have been able to integrate directly with Sabre’s lodging platform. This means we can ensure that our hotels are merchandised to the managed travel category in the best way possible, enabling our guests to experience the high standards of convenience, service and affordability that Premier Inn is known for.”
As Sabre invests in more advanced retailing capabilities and richer content, partnerships like this one with Premier Inn play a pivotal role in delivering personalised travel experiences. The integration of Premier Inn’s content into Sabre’s flexible API architecture ensures optimised hotel bookings that cater to a wide variety of traveller preferences, supporting Sabre’s long-term goal of making all travel components easily accessible and manageable on a single platform.
