January 27, 2018 TnH Global

China Southern leverages Sabre intelligence capabilities to fuel international growth

Agreement deepens long-standing partnership, testament to value of Sabre technology

Sabre Corporation, the leading technology provider to the global travel industry, has signed a multi-year agreement to provide Sabre’s Market Intelligence with Global Demand Data (GDD) solution to China Southern Airlines. The technology is central to providing the airline with the intelligence and data visualization capabilities required as they continue to grow their international network.

By implementing the industry leading Market Intelligence solution with proprietary GDD, China Southern now has robust information to continue its global growth trajectory in domestic Chinese and international markets. The sophisticated technology provides analysts with a single, reliable source of market data to empower better decision making across commercial departments such as network planning, scheduling, revenue management, and sales.

After adopting the solution in a matter of weeks, the carrier is maximizing its use and seeing significant results. With a user-friendly interface and access to an integrated analytics dashboard, Market Intelligence has been a remarkable value driver for China Southern’s commercial planning process.

“The expansion and profitability of our network is a core tenet of success for China Southern Airlines as we further expand to take advantage of international customer demand,” said Huang Wenqiang, China Southern vice president of Commercial Committee.

“As a global market leader with strategic partners on every continent, we are confident Sabre will provide us with critical insights that can help us make the most informed decisions to fuel our growth,” Huang added.

China Southern Airlines has a long-standing partnership with Sabre. The airline was the first to introduce the concept of System Operations Control (SOC) in 1996, by working with Sabre to provide solutions such as movement control, flight plan and crew management across the carrier’s entire operations. Recently, China Southern Airlines also selected Sabre’s Fare Manager solution to manage their fares in all channels, extending their advantage over the competition.

“Sabre’s Market Intelligence will allow China Southern to make more informed, actionable decisions,” said Dasha Kuksenko, Sabre Airline Solutions vice president and regional general manager, Asia Pacific. “This solution enables the airline to maximize revenue and improve network expansion efficiency while also driving a competitive advantage.”

The largest carrier in China as measured by passengers boarded, China Southern Airlines has gained the ability to look at true customer segmentation and competitive market share, instead of simply fare purchases. This gives the airline more insights into the demand of particular markets and purchase propensities of customers with the ability to recommend actions that best suit the business.