Travel software provider Sabre Corporation has entered a technology agreement with Taiba Investments, a hospitality company in Saudi Arabia.  

The agreement signing took place at the Arabian Travel Market, a B2B travel exhibition in Dubai, which commenced on 6 May and will continue until 9 May 2024. 

This alliance involves the implementation of Sabre Hospitality's SynXis platform across Taiba Investments' hotel brands, including Makarem and Nur.  

The SynXis Central Reservation System (CRS), a cloud-based commerce and distribution platform, enables hoteliers to manage inventory and pricing while enhancing visibility across various distribution channels. 

By adopting Sabre’s SynXis platform, Taiba Investments aims to refine its booking process and strengthen its distribution strategy. 

It anticipates the platform to provide guests with enhanced service from the initial reservation stage. 

Taiba Investments Company chief hospitality operations officer Hassan Ahdab said: “Our partnership with Sabre is a testament to Taiba Investments’ strategic focus on redefining Saudi hospitality services by adopting innovative solutions that enhance our operational capabilities and enrich our guests’ experiences. 

“We look forward to implementing the SynXis CRS across our portfolio to supplement our distribution strategy and ultimately offer our guests more personalised and seamless experiences.” 

Sabre Hospitality senior vice president and global managing director of community sales Frank Trampert said: “Through the cloud-based SynXis platform, we are eager to support Taiba Investments’ vision of expanding its brand presence, enhancing operational efficiencies, and catering specifically to the nuanced needs of the Saudi market.  

“This collaboration represents a significant milestone in our ongoing efforts to revolutionise the hospitality industry with cutting-edge technology while integrating the rich heritage and customs of Saudi Arabia.” 

Taiba Investments's portfolio comprises 20 hotels, 13 residences, and six commercial centres across the country.  

Earlier in May 2024, Sabre Hospitality announced a multi-year renewal of its collaboration with US-based Wyndham Hotels & Resorts.