Correspondence: Ben Vinod, 3150 Sabre Drive, Southlake, Texas 76092, USA

¹is Chief Scientist and Senior Vice President at Sabre Holdings. Before rejoining Sabre, he served (2000–2003) as Vice President of CRM and Revenue & Price Optimization business units at i2 Technologies. At Sabre (1985–1999), Dr Vinod was Vice President of Airline Solutions, responsible for pricing and yield management.

²is Vice President of Product Marketing in the Travel Industry Group. He is responsible for setting Sabre's product strategy in air & rail distribution, as well as Sabre's Enterprise Data Management strategy. For airline distribution, this includes identifying where Sabre evolves its core participation, its connectivity tools, its point-of-sale shopping technology, and its inventory solutions. Before to his current role, Kyle has also had marketing responsibility for hotel distribution and a large variety of Sabre's solutions offered to airlines for their internal automation needs.

Received 29 September 2008; Revised 29 September 2008; Published online 6 February 2009.

Abstract

Over the past few years, some airlines have been promoting branded fare families and ancillary services. This phenomenon has a ripple effect on the airline value chain – from the back-end revenue accounting to the front-end displays across all channels of distribution. This paper reviews the end-to-end impacts of promoting branded products and ancillary services across all channels of distribution.