United Airlines ancillary products and services, including its Economy Plus seats, are to be distributed through Sabre.
This comes as a long-term full content deal was signed between the GDS and the airline.
Sabre and United will co-develop solutions using next-generation technology that will allow United to offer more relevant personalised offers to customers.
Additional descriptive text and graphics for enhanced on-screen merchandising will be made available within the Sabre Red Workspace and through Sabre Web Services.
United’s strategy and business development senior vice president Doug Leo said: “We look forward to this next chapter in distribution, where United and Sabre are better able to promote the airline’s growing portfolio of products and services through our travel agency partners where many of our highest value customers shop.
“Our new agreement with Sabre will support more personalisation for travellers who wish to receive tailored offers, give travellers and agencies a richer experience, promote revenue growth, and improve United’s ability to connect with our customers.”
Sabre’s global supplier distribution senior vice president David Gross said: “Sabre will merchandise United’s complete range of fare offerings, including material ancillaries, into our marketplace in a way that will help differentiate them.”