PLAY airlines signs mulit-year distribution deal with Sabre

Sabre has announced a multi-year distribution agreement with Icelandic low-cost carrier Play airlines.

Through the partnership Sabre-connected travel agencies will have access to PLAY airlines’ expanding network of flights across North America and Europe.

This strategic agreement comes as PLAY airlines continues to grow its presence in key markets, including the Nordics, the US, and Canada.

The carrier’s low-cost model offers travellers cost-effective transatlantic travel options, with Iceland serving as a hub for both North American and European travellers.

The airline currently operates an all-Airbus fleet, connecting passengers up to 40 destinations in 2024.

The airline continues to expand its route network, with new flights to Aalborg, Denmark, launching in June 2025, and recent additions to Toronto and Washington D.C. in North America, increasing the carrier’s connectivity across key transatlantic markets.

“By bringing PLAY airlines’ content into Sabre's GDS, we are enabling our agency partners to offer more value and choices to their clients,” said Alessandro Ciancimino, VP airline distribution at Sabre.

He added: “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.”

Einar Örn Ólafsson, CEO of PLAY, said: “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.”