‘For years, some airlines – particularly low-cost and hybrid carriers – carved their own paths outside the indirect channel, experimenting with alternative distribution models and direct-connect strategies. Others limited their indirect participation in pursuit of supposed cost savings or control. But, as travel retailing has evolved, so too has the realisation that visibility, scale, and value matter,’ the Sabre report notes.
‘In 2026, we’re seeing a clear shift: a return to the fold for some, a first foray for others. Carriers that once operated on the sidelines are joining or re-joining the broader travel marketplace, integrating their content and retailing capabilities where demand truly lives – in connected platforms used daily by agencies and corporate buyers worldwide.’
Sabre’s data and carrier feedback reflect this momentum. Airlines that expand their marketplace participation typically see immediate share gains and improved yield from high-value segments.
‘Alaska Air Group’s decision, for example, to restore full Hawaiian Airlines content to indirect channels and do away with Hawaiian’s global distribution system surcharge is already delivering value. Direct-connect models, once seen as the future, have often proved harder to scale, with higher servicing costs and fragmented customer experiences.’
Sabre’s says its expanded LCC and aggregated direct-connect content, launching in early 2026, will further simplify access to content from leading carriers.
