JTB BUSINESS TRAVEL
From insight to action: How Sabre helps JTB drive performance
A strategic partnership for global expansion
To achieve their ambitious growth plans, JTB Business Travel needed a technology partner that deeply understands the travel industry and local market nuances. Through collaboration with Sabre, they increased hotel attachment rates, launched into new markets, and gained better insight into business performance.
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Ambition
Navigating complexity to drive business growth
JTB Business Travel has partnered with Sabre for decades. When choosing a technology provider, the travel management company wanted more than a GDS, they wanted a partner to support their growth and help them navigate the complexities of the global travel industry.
“If you’re just looking for a GDS, there are lots of options. If you’re looking for a partner, there’s only one good one, and that’s Sabre,” said Geert De Boo, Vice President of Global Business Travel at JTB Business Travel. “For us, it is important to have more than just a GDS—more than bringing together content in the marketplace. It’s important to have a partner that helps us develop and that walks alongside us in the very complex industry that we’re in.”
Action
Analyzing performance and identifying growth opportunities
De Boo highlighted the value of Sabre’s expertise through an in-depth analysis of JTB Business Travel’s performance. “The process of working with Sabre’s consulting team has been really great. They’ve been really helpful going through the entire process—from the very beginning… to the end, assisting us with the results, helping us understand them, and creating a plan to take action to improve where we can.”
De Boo explained that a very important part of JTB Business Travel’s revenue streams is hotels. Sabre’s analysis included reviewing the TMC’s hotel attachment rates, including industry benchmarking, to identify new revenue opportunities.
Outcome
Successful market expansion and improved performance
Succeeding in the travel industry requires a partner that not only understands the complexities but also actively collaborates to create tailored solutions.
Sabre’s customized approach, combined with consulting expertise, and local knowledge has been highly effective for JTB Business Travel.
A highlight has been their international growth. In De Boo’s words, “We have grown the partnership in terms of geographical scope, and it’s been really helpful to have that technology partner that helped us through that journey – not just adding points of sale but adding those with very specific needs in local markets.”
Looking ahead, JTB Business Travel and Sabre continue to work together, strengthening the partnership while delivering results. De Boo summarizes the collaboration: “[Sabre] listens to us and sees opportunities and aligns with our objectives, with our technologies.”
