LIFT signs multi-year distribution agreement with Sabre

Sabre Corporation (NASDAQ: SABR), a leading software and technology provider powering the global travel industry, today announced a new multi-year distribution agreement with LIFT, one of South Africa’s fastest-growing airlines. Through this strategic partnership, LIFT’s domestic content is now available via the Sabre Travel Marketplace — its multi-source platform that enables travel agencies worldwide to access, compare and book air content efficiently.

Founded in 2020, LIFT has quickly established itself as a premium low-cost carrier with a flexible, customer-first approach. With flights between Johannesburg, Cape Town and Durban, the airline caters to both leisure and business travellers. LIFT’s standout onboard experience — including dog-friendly flights and unlimited servings of Vida e Caffè’s premium South African coffee — has helped build strong brand affinity in the South African market.

In 2024, LIFT reported continued network and passenger growth, capitalising on surging domestic demand and rising interest in differentiated airline experiences. By joining Sabre’s global travel marketplace, the airline is well positioned to further expand its reach and tap into a wide network of travel sellers — including online travel agencies, corporate booking tools, and TMCs across Africa and beyond.

“Partnering with Sabre represents an exciting growth step for LIFT,” said Cilliers Jordaan, Chief Commercial Officer of LIFT. “We’ve built a strong presence in South Africa and are now ready to scale further by expanding on our content availability to the global travel agency community. Sabre’s extensive network and multi-source content approach will help us reach new audiences, drive sales, and support our mission to deliver seamless, uplifting travel.”

The Sabre Travel Marketplace supports the integration of traditional, low-cost and NDC content in one place — helping airlines like LIFT meet customer expectations for choice, flexibility and personalisation. For Sabre-connected agencies, the addition of LIFT means broader access to high-quality, local content and the ability to deliver more value to travellers within South Africa.

“LIFT is a great example of how innovation and customer focus can drive real momentum in the aviation space,” said Alessandro Ciancimino, Vice President, Airline Distribution at Sabre. “Their addition to the Sabre Travel Marketplace not only strengthens our content offering but also marks another important step in our growth across the African region. We’re proud to support LIFT’s ambitions by providing broader visibility, enhanced reach and powerful tools that help both airlines and agencies deliver more dynamic, relevant travel experiences.”

LIFT content is now available in Sabre, with bookings live as of 14 May 2025.