Airlines Strategy
Sabre and WestJet Renew Partnership to Advance Airline Retail Tech
Sabre and WestJet extend their partnership, maintaining SabreSonic while preparing for AI-driven Offer and Order retailing with SabreMosaic.
This article is based on an official press release from Sabre Corporation.
Sabre Corporation and WestJet Airlines have officially announced a multi-year renewal of their long-standing technology partnership. The agreement ensures WestJet’s continued use of the SabreSonic Passenger Service System (PSS) while laying the groundwork for a transition to modern “Offer and Order” retailing through Sabre’s AI-driven SabreMosaic platform.
According to the press release issued today, this renewal extends a relationship that has spanned more than 25 years. The deal is critical for WestJet as it seeks to maintain operational stability through the SabreSonic system,which manages reservations, ticketing, and check-in,while simultaneously upgrading its IT infrastructure to support personalized, e-commerce-style selling.
For Sabre, the agreement represents a significant vote of confidence in its strategic pivot toward modular, cloud-native technology. As the airline industry moves away from legacy ticketing standards, technology providers are racing to offer solutions that allow carriers to bundle flights, ancillaries, and third-party services into single, dynamic offers.
The core of the renewed agreement focuses on two distinct but complementary technology tracks: maintaining current operations and preparing for future retail models.
WestJet will continue to rely on the SabreSonic PSS as the backbone of its daily operations. This system handles the essential logistics of airline management, including inventory control, passenger reservations, and departure control. By renewing this component, WestJet ensures continuity for its fleet of nearly 200 aircraft and its expanding network focused on Western Canada and leisure destinations.
A key highlight of the announcement is WestJet’s commitment to utilizing SabreMosaic. This platform is designed to facilitate the industry-wide shift toward “Offer and Order” retailing. Unlike traditional systems that rely on static pricing and fragmented records (such as separate tickets and miscellaneous documents for baggage), SabreMosaic utilizes artificial intelligence to create personalized bundles for travelers.
In the company statement, WestJet Chief Information Officer Tanya Foster emphasized the forward-looking nature of the deal: “We’re delighted to extend our collaboration with Sabre, our trusted technology partner for more than 25 years. With this latest agreement, we’re thinking about the needs of our business and our customers both today and tomorrow.”
The partnership renewal comes at a time when the global aviation industry is undergoing a massive digital transformation. The International Air Transport Association (IATA) has set a goal for the industry to transition to “Offer and Order” systems by 2030. This shift aims to replace decades-old EDIFACT standards with modern digital retailing similar to Amazon or other e-commerce giants.
Under the new model, the concept of a “Passenger Name Record” (PNR) and an “Electronic Ticket” is replaced by a single “Order.” This unification allows airlines to:
Darren Rickey, SVP of Airline IT Sales and Services at Sabre, noted the strategic importance of this shift for WestJet:
“As WestJet advances its expansion and growth plans, the airline will require increasingly sophisticated retailing capabilities… This multi-year renewal reflects a strong vote of confidence in Sabre’s vision for the future of airline retailing.”
This renewal reinforces the financial stability of Sabre Corporation (NASDAQ: SABR) as it executes its turnaround strategy. According to Sabre’s Q3 2025 financial results, the company reported revenue of $715 million and an Adjusted EBITDA of $141 million, signaling improved operational efficiency. The company has been aggressively paying down debt and investing in SabreMosaic to compete with rivals like Amadeus in the next-generation technology space.
For WestJet, the deal supports its strategic refocus on affordability and efficiency. As a private company owned by Onex Corporation, WestJet has concentrated its efforts on dominating the Western Canadian market and expanding its leisure offerings. The efficiency gains promised by Sabre’s technology are essential for maintaining the low cost base required for this business model.
The renewal between Sabre and WestJet is more than a standard contract extension; it serves as a bellwether for the adoption of “Offer and Order” technology among mid-sized carriers. While global giants like Lufthansa have led early experimentation with modern retailing, WestJet’s commitment indicates that the technology is maturing enough for broader market adoption.
Furthermore, this deal validates Sabre’s heavy R&D investment in the SabreMosaic platform. Securing a long-term commitment from a major North-American carrier helps Sabre demonstrate market viability to other potential customers who may be hesitant to migrate away from legacy systems. It suggests that a “hybrid” approach,keeping the lights on with legacy PSS while experimenting with modular retailing tools,is the likely path forward for most airlines over the next five years.
What is a Passenger Service System (PSS)? What is “Offer and Order”? How long have Sabre and WestJet been partners?
Sabre and WestJet Renew Technology Partnership to Drive Retail Modernization
Bridging Legacy Operations and Future Retailing
The SabreSonic Foundation
Transitioning to SabreMosaic
Industry Context: The Shift to Offer and Order
Financial and Strategic Implications
AirPro News Analysis
Frequently Asked Questions
A PSS is the central IT system for an airline, managing critical functions such as flight schedules, ticket reservations, and passenger check-in.
It is a modern retailing standard where airlines dynamically create offers (bundles of flights and services) and manage them as a single order record, replacing the complex web of legacy tickets and reservation codes.
The companies have partnered since 1998, a relationship spanning over 25 years.
Sources
Photo Credit: Westjet