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PLAY Airlines agrees Sabre distribution deal to enhance presence in key markets

Lowcost transatlantic carrier PLAY Airlines has agreed a distribution deal with Sabre as it looks to expand its presence in key markets, including the Nordics, the US, and Canada.

The a multi-year agreement will see Sabre-connected travel agencies get access to PLAY’s expanding network of affordable flights across North America and Europe.

The carrier offers cost-effective transatlantic travel, with Iceland serving as a hub for both North American and European travellers.

The airline currently operates a modern all-Airbus fleet, connecting passengers up to 40 destinations in 2024.

Alessandro Ciancimino, vice president for airline distribution at Sabre, said: “By bringing PLAY airlines’ content into Sabre’s GDS, we are enabling our agency partners to offer more value and choices to their clients.

“This agreement is part of our broader strategy to expand low-cost carrier content in the Sabre travel marketplace in 2024 and beyond, helping agencies seamlessly access the diverse travel options their customers demand.”

PLAY Airlines will launch new flights to Aalborg, Denmark, in June 2025, and has recently added Toronto and Washington DC to its schedule in North America.

Chief executive Einar Örn Ólafsson said: “Partnering with Sabre is a significant milestone for us as we expand our footprint in the North American and European markets.

“Sabre’s strong agency network in these regions will play a crucial role in driving sales and enhancing our visibility to new audiences.”

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