Sabre has entered into a 10-year partnership with Google Cloud to create a new marketplace for its airline, hospitality and travel agency customers.

CEO Sean Menke said the partnership would help accelerate Sabre’s digital transformation and its ability to create products and systems focused on customer needs.

Sabre will migrate its IT infrastructure to Google Cloud’s services. It said Google Cloud’s data analytics tools would enable it to enhance the capabilities of current and future products.

They will also provide Sabre with insights to help it improve operational efficiency and create and optimise travel options, improving both loyalty and revenues for its customers, it added.

“We are thrilled to work with Sabre through this important initiative to bring together the strengths of both our companies and accelerate innovation in the travel industry,” said Google Cloud CEO Thomas Kurian.

“We believe our partnership will deliver more personalised experiences for travellers, saving time and providing greater convenience that will ultimately raise the standard for the travel industry overall.”