The Multi-Year Collaboration Marks a Significant Milestone for Both Companies
It’s a partnership built on mutual ambition. Both organisations have their eyes set on continued growth – Sabre’s global infrastructure and future-focused investment roadmap are the perfect complement to Gray Dawes’ ambition to continue its expansion beyond its core markets in the UK, the Netherlands, Australia, and the US.
By selecting Sabre as its sole global distribution system (GDS), we are aligning our entire travel operation on a single, scalable technology foundation. This unified approach means greater efficiencies for us and our clients, reduced complexity, and more resources available to enhance client service through our unique’ “Always On” service model.
Client Experience Innovation
One of the most compelling aspects of the partnership is its focus on technology that directly improves the client experience. Sabre brings powerful AI and automation tools to the table, enabling Gray Dawes’ consultants to shift their focus from administrative tasks to strategic, high-value interactions with clients.
This means faster response times, smarter travel recommendations, and seamless support, whether clients are booking a complex international itinerary or responding to unexpected changes on the road. Sabre’s multi-source content approach ensures that Gray Dawes clients have access to a broad range of travel options, all within a streamlined, integrated environment.
Richard Addey, Regional Director for Northern Europe and Benelux at Sabre, said about the partnership:
“This partnership highlights Sabre’s capability to partner with and deliver integrated solutions for TMCs that are looking to scale both locally and globally. By combining our AI-driven technology, automation and multi-source content, we’re supporting Gray Dawes’ growth strategy and enabling them to enhance operational efficiency while focusing on high-value services for their clients worldwide.”
Built for Flexibility, Without Disruption
The move to Sabre won’t disrupt the travel tools and software that our clients already use. Sabre content will be delivered through our seamless online booking tool, YourTrip – powered by Atriis – as well as our proprietary Portal, which gives clients full control over their travel programme in one secure and centralised location.
Sabre’s open architecture and strong API connectivity mean that all of this can continue without forcing clients or agents to learn new systems. It’s a technology upgrade that enhances capability without adding complexity – a win-win for both travel managers and travellers.
Suzanne Horner, CEO of Gray Dawes Group, said about the partnership:
“We’ve selected Sabre as our global distribution technology platform because of their ability to support our operational model and international growth,” said Suzanne Horner, Chief Executive Officer at Gray Dawes. “Their global scale, stable technology infrastructure, and investment roadmap align with our objective to expand beyond our core markets and operate efficiently at a global level.”
“By focusing our entire global operation on a single GDS, we’re able to achieve far greater efficiencies within our business, freeing up time and resource to further develop our Always On service model. Sabre offers fantastic support to our High Tech, High Content value proposition, and we’re excited to explore how their innovation can augment our own in-house technology developments in the service of our clients.”
Our Partnership With Sabre Opens up a Whole New World of Opportunities
For existing Gray Dawes clients, and those looking for a TMC that prioritises both High Touch customer service and High Tech innovation, the partnership with Sabre opens up plenty of opportunities. With a single, global technology backbone and a clear focus on enhancing client value, we are confident to be entering our next phase of growth stronger and more connected than ever.
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