Sabre Corporation is challenging some of the airline industry’s talking points around booking direct, arguing that the promised benefits for corporate buyers often don’t match the reality. The company released new analysis this week highlighting four misconceptions about direct airline connections, positioning its SabreMosaic Travel Marketplace as a more effective solution.
The findings come as airlines continue to push travelers—particularly frequent flyers—toward direct bookings with the promise of exclusive fares and elite-status perks. That puts travel advisors, and especially travel management companies (TMCs) serving corporate clients, at the center of a tug-of-war between airlines and technology intermediaries.
“Direct connections absolutely have a role to play—they are part of the industry’s evolution as airlines pursue new retailing models,” Roshan Mendis, chief commercial officer and executive vice president of Sabre, said in a statement. “But, for corporate buyers, they aren’t the silver bullet they are regularly positioned as. Travel management companies connected to large-scale platforms like SabreMosaic Travel Marketplace provide what corporations truly need … a full view of content, consistent traveler experiences, scalable infrastructure and measurable value.”
What Sabre Found
Sabre’s report, which analyzed bookings across leading U.S. carriers along with a global survey of 500 agency executives, identified four main issues with direct connects:
- Fares are not always cheaper. Airlines may promote lowest fares through direct channels, but Sabre said its analysis found the aggregator often delivered equal or lower fares in more than 90 percent of searches.
- Content fragmentation is growing. Direct NDC connections only provide access to one airline’s inventory. Agencies reported juggling multiple systems, which Sabre argues can limit visibility and program optimization.
- Servicing inconsistencies. Each direct connect can function differently, creating potential disruptions for business travelers who need flexibility, last-minute changes, and duty-of-care oversight.
- Scaling challenges. Direct connections may not support the volume or complexity of corporate travel programs, with some airlines throttling results when demand surges.
Implications for Advisors
For corporate travel advisors, the analysis underscores the complexity of balancing client needs with airline demands. While airlines increasingly promote direct channels for loyalty benefits, advisors point out that managing fragmented systems could raise costs and erode service quality.
The tension highlights a growing divide: airlines looking to own the customer relationship, versus intermediaries like Sabre seeking to preserve the role of advisors and TMCs. The end result is added pressure on advisors to educate clients about the trade-offs.
“Ultimately, this debate is about effectiveness and consistency over complexity—building programs that save money, keep travelers satisfied, and protect people on the move,” Mendis said.
For now, advisors in the corporate space face competing narratives. Airlines argue direct booking is the path to elite recognition and special perks, while Sabre contends aggregated platforms deliver lower costs, broader content, and greater duty-of-care protections. The question for travel buyers—and their advisors—is which path delivers the most value when business travelers’ needs are on the line.
For more information, visit www.sabre.com.
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