A globally-competitive business

Serko and Sabre have entered a long-term partnership to support both business’ success in the North American market and globally. The partnership is designed to accelerate innovation in business travel by bringing together both companies’ unique expertise and capabilities.

As part of the partnership, Serko and Sabre’s GetThere business will combine. GetThere is the second largest online booking tool in the US by volume.

To become a globally competitive business, Serko’s next logical step is to accelerate the delivery of its managed travel strategy in North America. This is to improve its global offering to partners and customers, and drive long-term growth and returns.

We have laid strong foundations in North America and for some time we have been closely considering how we achieve greater success in this market. We believe the timing and circumstances are right to make the most of the opportunities and accelerate our competitive position in this market.

This is a significant expansion plan for Serko in North America building on its solid foundations in the market.

This provides Serko with a unique opportunity to bring its solutions to new customers in North America and globally - supported by increased innovation and investment.

Serko will operate and sell the GetThere and Zeno brands in North America.

Our partnership with Sabre will benefit our partners and customers globally. This includes drawing on Sabre’s capabilities and partnerships, including disciplines such as AI.

We have also announced plans to evolve our technology and products. This acceleration will allow us to maximise the opportunities available to us in all markets, while also positioning us to respond to increasing demands for automation, data and AI tools.

We are committed to strengthening our leadership in the Australasian market, as well as expanding Zeno’s customer base in North America. The accelerated product investment announced today directly supports that ambition.

The Serko and Sabre partnership will be industry leading, with the aim of driving market-leading products and exceptional user experiences. It will leverage the capabilities of both businesses to drive innovation, expand market reach and generate new opportunities for growth.

The partnership will help fast-track delivery of a more connected, frictionless trip to benefit our TMC partners, companies and travellers, with a number of initiatives planned under the partnership.

There will be prioritity initiatives to simplify business travel and increase efficiencies for TMCs and customers. This includes streamlining processes beyond shop, book and manage to reduce friction in disruptions, payments and expense reconciliations; and leveraging Sabre’s AI capabilities.

Additionally, through its partnership with Sabre, Serko will utilise the Sabre and Google co-innovation framework to further explore and develop new advancements and solutions for the corporate travel space.

Serko is fully independent, and we support multiple GDS connections in our products including Amadeus. We are committed to elevating the capability of our platform across the GDS platforms, aggregators and direct supplier connections that our TMC partners value.

GetThere is the second largest online booking tool in the US by market share and is owned by Sabre. GetThere supports some of the world’s largest travel programmes and has a strong global customer base including a number of blue-chip US-based companies.

Yes, GetThere will continue to operate under the GetThere brand, with continuity of services to customers and partners. GetThere will be a key part of the Serko team.