Sabre Corporation has signed a long-term distribution agreement with PLAY Airlines, a low-cost carrier based in Iceland that operates out of Hamilton, ON. This partnership is a strategic move for PLAY as they continue to expand their presence in key markets such as the Nordics, the U.S., and Canada. PLAY Airlines offers budget-friendly transatlantic travel options, with Iceland serving as a hub for both North American and European travelers. The airline currently has a modern all-Airbus fleet, providing flights to up to 40 destinations by 2024.
The distribution agreement with Sabre aligns with the company’s focus on investing in multi-source content and capabilities. Alessandro Ciancimino, VP of airline distribution at Sabre, stated, “By incorporating PLAY Airlines’ content into Sabre’s GDS, we are empowering our agency partners to offer enhanced value and a wider range of choices to their clients. This agreement is part of our broader strategy to increase low-cost carrier content in the Sabre travel marketplace in the coming years, allowing agencies to easily access the diverse travel options that their customers are looking for.”
PLAY Airlines is also expanding its route network out of John C. Munro Hamilton International Airport. The airline recently announced a new service to Faro, Portugal, via Iceland, beginning on April 12, 2025. Operating from its hub at Keflavik Airport in Iceland, PLAY Airlines offers passengers the opportunity to extend their layover into a multi-day stopover at no additional cost for up to 10 days. This allows travelers to explore Iceland before continuing their journey across the Atlantic.
Einar Örn Ólafsson, CEO of PLAY Airlines, expressed the significance of partnering with Sabre as they strive to increase their presence in North American and European markets. He mentioned that Sabre’s strong agency network in these regions will be instrumental in driving sales and increasing visibility to new audiences.
In conclusion, the collaboration between Sabre Corporation and PLAY Airlines signifies a step forward for the airline in expanding its reach and offering more travel options to customers. The distribution agreement will benefit travelers by providing access to a wider range of affordable transatlantic flights and destinations. Subscribe to PAX to stay updated on the latest travel news and developments in the industry. Follow PAX on Facebook for more travel stories and updates.