Firefly techs up to reach greater distances

This will allow the Malaysian airline to further spread its wings.

FIREFLY, a Malaysian full-service point-to-point carrier and a full subsidiary of Malaysia Airlines, has announced it has signed a new content distribution agreement with industry tech solutions providers Sabre Corporation.

With the extensive spread of the Sabre Corporation network, this will allow Firefly to connect with agents across the world and take advantage of the continued growth of tourism in Southeast Asia.

Founded in 1960 by American Airlines, the Texas-based Sabre Corporation is the largest commercial real-time data-processing system in the world. In 1965, Sabre Corporation handled 7,500 passenger reservations per hour.

Sabre Corporation introduced BargainFinder, the industry’s first automated low-fare search capability, and gave travelers access to the Sabre system to make airline, hotel and car rental reservations.

In 1996, the company launched Travelocity, an online travel agency. It later formed a joint venture with Abacus International to create the SabreSonic passenger solution, a customized version of Sabre’s reservations system to Abacus subscribers in Asia.

“Sabre is pleased to develop a strategic alliance with Firefly, who have selected us as their first global distribution system (GDS). By connecting the airline to our rich global travel marketplace, reaching over 425,000 Sabre-connected agents around the world, this new agreement will directly contribute to expanding the airline’s presence across the region and the globe,” vice president and regional general manager for travel solutions and airline sales in South Asia and the Pacific Rakesh Narayanan said.

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Founded in 2007, Firefly is the first community airline in Malaysia which operates from two hubs – Sultan Abdul Aziz Shah Airport in Subang, Selangor and Penang International Airport. It provides connections to various points within Malaysia, southern Thailand, Singapore, and Indonesia.

The domestic flights from Penang International Airport are Langkawi, Kota Bharu, Subang, and international flights are Banda Aceh in Indonesia and Phuket in Thailand. The flights out of Sultan Abdul Aziz Shah Airport in Subang, Selangor are Penang, Langkawi, Alor Setar, Johor Bahru, Kuala Terengganu, and Kota Bharu,

Under this agreement, Firefly will further strengthen its alignment with the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) agenda, a cooperation initiative to accelerate economic and social transformation across the three countries. The increased presence that Firefly will enjoy by joining the Sabre GDS will certainly deliver benefits to international travelers and travel agents alike.

“Firefly plays an instrumental role in introducing travelers to the wonders of Southeast Asia. Joining Sabre’s leading GDS will enable us to reach our growth objectives, and to improve our distribution metrics, beyond the markets where we’ve been operating in recent years,” Firefly CEO Philip See was quoted as saying.