Frank Bachér is joining Sabre Travel network from Deutsche Telekom to lead its online business in Europe, Middle East and Africa.
He also has additional country responsibilities for Germany, Austria, Switzerland and the Nordic region.
Bachér, who starts with Sabre at its Hamburg office on June 1, joins from the InteractiveMedia group at the German telecoms company. He was previously chairman of the board and managing director for eBay Advertising Group.
Sabre senior vice president EMEA Harald Eisenaecher said: “Frank is an expert in online business, and will offer our customers unique insights into new and emerging online shopping behaviours.”
Bachér said: “The travel industry is expanding rapidly in online and mobile, giving travel companies numerous opportunities to differentiate and grow.
“Companies that embrace this will be successful in attracting and retaining online shoppers.”