Interview – Sabre’s Sean McDonald Talks Travel Trends, the World of NDC and the Greek Market

Sabre, a leading software and technology provider that powers the global travel industry, aims to offer travel agents solutions that are not just robust, but also “super reliable”, says Sean McDonald, the company’s Managing Director & VP EMEA Agency Solutions & Global Online Segment.

And this is exactly what Sabre is aiming to deliver with its NDC (New Distribution Capability) capabilities. Launched by IATA, NDC is a data exchange format based on Offer and Order management processes for airlines to create and distribute relevant offers to the customer. Currently, 16 airlines distribute their NDC offers through the Sabre marketplace. Lufthansa Group is the latest company to get onboard Sabre’s Beyond NDC program.

“Sabre’s NDC offering is tailored to cater to diverse needs,” McDonald tells GTP Headlines in an interview in which he identifies the major trends impacting travel agency retailing today.

“Sabre is gearing up for widespread use of NDC…” – Sean McDonald

As the travel industry is stepping into the world of NDC, Sabre is looking to ensure a smooth experience for travel retailers in all markets, including Greece, with its Beyond NDC solution.

McDonald was appointed as Vice President of online travel for Sabre’s Travel Network business in 2019 and four months ago took the helm of Sabre’s EMEA leadership.

In this interview, McDonald speaks about trends, the importance of new technologies, challenges travel agencies face and the Greek market in the world of travel. A market that is “really catching the eye”, he says.

“Observing the trajectory based on global traveler preferences and statistics from major tour operators, there’s an evident 10 percent increase in bookings to Greece compared to 2022.”

Sharing data from Sabre’s GDS (global distribution system),  McDonald tells us about the demand for Greece regarding international and domestic flights this year.

“Sabre’s data reflects an expanding interest in various Greek locales, aligning with broader industry trends towards diverse travel experiences…”

He also comments on how Greek travel agents are adapting to the digital market and travelers’ sustainability consciousness.

“Greek travel agencies, known for their excellent customer service, are now recognizing that new technologies are crucial not just for responding quickly and accurately to customer requests, but also for better business monitoring,” he says.

Sean McDonald, Sabre’s Managing Director & VP EMEA Agency Solutions & Global Online Segment.

• GTP: With the travel industry evolving rapidly, what are the major trends impacting travel agency retailing today?
  

Sean McDonald: One thing that’s really standing out is how we’re gearing up for widespread use of NDC, and at the same time, grappling with other content types like LCCs and traditional EDIFACT bookings. Take Greece, for instance – it’s a market that’s really catching the eye, showing a substantial uptick in bookings. The challenge, and it’s a big one, is making sure that these offerings benefit the end customer without making things more costly or complicated. What our agency clients, and ultimately the travelers, are looking for – and this is really apparent in vibrant markets like Greece – are solutions that are not just robust, but also super reliable. That’s what we’re aiming to deliver with Sabre’s NDC offering, tailored to cater to diverse needs, including those specific to Greece.

• GTP: Technology is a major driver in reshaping travel agencies’ operations. How are these changes being addressed?
  

Sean McDonald: Technology, absolutely, it’s key here. For example, in Greece, travel agencies are quickly getting on board with how vital new technologies are. Globally, when you’re dealing with a mix of content types, it’s about finding a way to bring it all together. That’s especially relevant in places like Greece, where the travel sector is really embracing the digital and sustainability wave. Our team at Sabre is hard at work on this next-gen multi-source platform that’s going to streamline these processes, making it easier for agencies everywhere, including those in Greece, to keep up with the pace of change.

• GTP: In light of these technological advancements, what challenges do travel agencies face, and how are they being overcome?
  

Sean McDonald: The big hurdle right now is navigating through these different content types, especially as we step into the world of NDC. This is a global issue, but also very much a local one, like in Greece. Agencies there are tackling the need to adapt to this digital shift and sustainable travel trends. What we’re doing at Sabre is tweaking our systems to better support the creation of sophisticated offers. We’re working on managing all these different technical bits and pieces to ensure a smooth experience for travel retailers everywhere, Greece included.

• GTP: How is the transition to modern retailing being facilitated for agencies?
  

Sean McDonald: This transition, it’s all about automation, particularly when it comes to what happens after booking. In markets like Greece, where agencies are known for top-notch customer service, they’re really getting the hang of how these new tech tools can enhance their business. At Sabre, we’re focusing on automating these processes, beefing up our products not just for now, but for what’s coming down the line. We’re here to make life easier for our clients, making sure they have easy access to content that’s not just available, but also easily bookable.

• GTP: Sean, in the four months since you took the helm of Sabre’s EMEA leadership, how have you seen Greek tourism evolving and how do you see the sector progressing in the immediate future?
  

Sean McDonald: The evolution of Greek tourism is quite notable. Observing the trajectory based on global traveler preferences and statistics from major tour operators, there’s an evident 10 percent increase in bookings to Greece compared to 2022. This trend reflects a growing optimism for the years ahead. It’s essential, however, to consider how these figures integrate with larger industry movements. As with our NDC offerings, the key is in providing robust, reliable solutions that cater to this rising demand while maintaining efficiency and cost-effectiveness.

• GTP: How are Greek travel agents transitioning to modern retailing? In general, do you find that Greek travel agents warmly embrace new technology?
  

Sean McDonald: The global travel and tourism sector, particularly in regions like Southern Europe and Greece, is increasingly adapting to the digital market and travelers’ sustainability consciousness. Greek travel agencies, known for their excellent customer service, are now recognizing that new technologies are crucial not just for responding quickly and accurately to customer requests, but also for better business monitoring. This parallels the industry-wide trend towards multi-source content management, where travel agencies are seeking solutions to handle content diversity efficiently.

• GTP: Sabre recently renewed an agreement with Aktina Travel Group, one of the largest travel organizations in Greece. Aktina confirmed Sabre for its automation and multi-source platform proposition, which helps travel agencies manage content fragmentation in an efficient way. Would you like to give us more details on this?
  

Sean McDonald: Aktina Travel Group, a key player in the EMEA region, exemplifies a traditional travel agency embracing the new era with a forward-thinking mindset. During our negotiations, our discussions centered heavily on technology – particularly cloud computing, cyber security, and data-driven decision-making. This focus mirrors our broader strategy at Sabre, where we aim to deliver industrial-strength, reliable solutions to our clients, aligning with the evolving demands of the industry.

• GTP: Sean, could you share some data on Greece? What does the data from Sabre’s GDS tell us about the demand for Greece regarding international and domestic flights this year? Which Greek destinations are shown to be more popular?
  

Sean McDonald: Certainly. Starting from a reversed perspective, Santorini consistently ranks as the number one domestic destination in Greece. Interestingly, in our top 10 domestic destinations list, we’re now seeing more diverse choices, including non-island locations like Mount Olympus, Zagorohoria, and smaller islands like Gavdos and Irakleia. Internationally, Athens has seen a significant 38% increase in flights compared to 2022, with Northern Greece’s Thessaloniki Makedonia Airport exceeding this with a 45% increase, spread across winter and summer. This data reflects an expanding interest in various Greek locales, aligning with broader industry trends towards diverse travel experiences.

• GTP: What are the trends for 2024 in Greece in the world of travel?
  

Sean McDonald: As global travelers continue to demonstrate a strong appetite for travel and new experiences, I firmly believe Greece will once again emerge as a top European destination. In this new norm, travelers are increasingly seeking connections with local communities, a trend that dovetails with the renowned Greek hospitality. This creates a dynamic and vibrant landscape for travel in Greece, much like the industry-wide shift towards providing more personalized, context-rich travel experiences.

• GTP: Does Sabre have any special future plans for Greek travel agents? How does Sabre intend to arrive with new vigor to the Greek market?
  

Sean McDonald: Sabre has a significant presence in Greece and believes strongly in the power of collaboration within the travel industry. We have planned several events specifically for the Greek market, aiming to support agents in adapting their mindset to new technological trends. Our focus is on keeping them informed about the challenges and solutions relevant to their business, echoing our global strategy of delivering sophisticated, reliable solutions that cater to the evolving needs of the travel industry.