Sabre Expands in Ireland with New Appointment

Sabre Corporation (NASDAQ: SABR), a leading global travel technology company, has announced the appointment of Trish O’Leary as Sales & Account Manager for Ireland. In this role, O’Leary will support Irish travel agencies in adopting advanced solutions to optimise their operations and efficiently access multi-source content and capabilities.

With over 20 years of experience in the travel and technology industries, O’Leary is a specialist in sales, account management, and business development and has worked for distribution and technology companies managing strategic partnerships, while supporting clients in implementing digital solutions. Her knowledge of the market and experience in distribution models will help agencies improve efficiency and adapt to changes in the travel ecosystem.

Content fragmentation remains a key challenge in travel distribution, with the increasing adoption of NDC, the expansion of low-cost carriers, and the diversification of distribution models. Sabre is addressing this complexity with Sabre Travel Marketplace, giving agencies the most efficient and scalable way to access content from multiple sources, including EDIFACT, NDC, low-cost carriers, lodging, and ground transport providers.

“Travel agencies need access to multi-source content and capabilities in a single retailing environment to improve efficiency and respond to evolving airline distribution strategies,” said Trish O’Leary. “With Sabre Travel Marketplace, agents can access dynamic offers, compare multiple options, and simplify the booking management process in an increasingly complex landscape. Irish travel agencies will benefit from access to more NDC and low-cost carrier content, which is essential for serving a market with a strong mix of corporate and leisure travellers.”

Sabre’s investments in artificial intelligence and automation are transforming how agencies sell relevant trips and manage operations. Sabre Travel AI, developed in partnership with Google, enables agencies to forecast trends, personalise offers, and improve conversion rates, while tools like Sabre Direct Pay simplify payment management and reduce friction in the purchasing process.

“The travel industry is evolving, and agencies are looking for more flexible solutions to manage content fragmentation and enhance operational efficiency,” said Richard Addey, Regional Director for Northern Europe and Benelux at Sabre. “Sabre Travel Marketplace’s modular and open approach allows our customers to integrate capabilities based on their specific needs, supporting a smooth transition to more efficient distribution models.”