Sabre Corporation, a prominent technology provider serving the global travel industry, and Play Airlines, a quickly expanding Icelandic low-cost carrier, have announced a strategic multi-year distribution partnership. This alliance signifies a significant step forward for both companies, aiming to broaden travel options for agencies and consumers alike.
Through this partnership, travel agencies connected to Sabre’s Global Distribution System (GDS) will gain seamless access to Play Airlines’ expanding network of budget-friendly flights across North America and Europe. This collaboration strategically aligns with Play Airlines’ ongoing expansion into key markets, including the Nordic countries, the United States, and Canada. The airline’s low-cost model offers travelers affordable transatlantic flight options, positioning Iceland as a central hub for both North American and European passengers.
Play Airlines operates a modern fleet comprised entirely of Airbus aircraft, connecting travelers to an impressive 40 destinations by the end of 2024. This agreement underscores Sabre’s continuous investment in multi-source content and capabilities, addressing the industry’s growing challenge of content fragmentation. Sabre’s efforts aim to streamline the integration and standardization of content, ensuring travel buyers continue to enjoy choice, transparency, and high service standards.
“By bringing PLAY airlines’ content into Sabre’s GDS, we are enabling our agency partners to offer more value and choices to their clients,” stated Alessandro Ciancimino, VP Airline Distribution at Sabre. “This agreement is part of our broader strategy to expand low-cost carrier content in the Sabre travel marketplace in 2024 and beyond, helping agencies seamlessly access the diverse travel options their customers demand.”
Play Airlines is further expanding its route network with the launch of new flights to Aalborg, Denmark, in June 2025, and recent additions to Toronto and Washington D.C. in North America. These developments enhance the airline’s connectivity across important transatlantic markets, offering Sabre-connected agencies a wider selection of affordable travel options for their clients.
PLAY’s CEO, Einar Örn Ólafsson, commented, “Partnering with Sabre is a significant milestone for us as we expand our footprint in the North American and European markets. Sabre’s strong agency network in these regions will play a crucial role in driving sales and enhancing our visibility to new audiences.”
This multi-year agreement fortifies Play Airlines’ continued growth by amplifying its distribution and visibility through Sabre’s expansive global travel marketplace. The collaboration signifies a strategic move for both companies, aiming to empower travel agencies with broader choices and enhance the overall travel experience for consumers.
