Global software and technology provider, Sabre Corporation, has launched British Airways’ (BA) New Distribution Capability (NDC) content in its travel marketplace, allowing travel agencies to access, shop, or book NDC offers as well as traditional ATPCO/EDIFACT options.

Integrating NDC content through Sabre will facilitate management of BA’s offers and orders via Sabre Red 360, Sabre Red Launchpad, and its Offer and Order API’s to improve workflow efficiency and productivity.

Sabre currently services thousands of agencies across more than 150 countries, and as the UK’s flag carrier airline, BA operates one of the largest international scheduled airline route networks in the world.

This partnership will allow the airline to provide its customers with easier access and options for travel retail, and Sabre to continue expanding its range of value travel deals, helping both companies stay competitive in the aviation industry.

BA’s chief commercial officer, Colm Lacy, said of the collaboration: “We’re pleased to extend access to our exclusive NDC content, using Sabre’s technology, to our agencies worldwide. This will open up even more ways for agencies to search, book, and service our offers, all whilst providing a more personalised experience for customers across the globe.”

Kathy Morgan, senior vice president of distribution experience at Sabre Travel Solutions, also commented: “Sabre is proud to continue leading the way in NDC adoption by providing robust technology solutions that empower our customers to evolve with the industry. Our partnership with British Airways demonstrates our commitment to building a modern travel marketplace where agencies have access to the most comprehensive content portfolio available.”