Ethiopian Airlines Enhances Retailing with SabreMosaic and AI-Driven Technology

Published on November 10, 2025

The Ethiopian Airlines announcement of a new strategy to retail by implementing SabreMosaic Airline Retailing is a significant one for the company, as it will positively impact its overall performance. With the adoption of this modern system, the airline can now offer at the level of the most competitive airlines worldwide, as it will be equipped with dynamic pricing, AI-based personalisation, and state-of-the-art distribution tactics. Ethiopian Airlines, by the use of SabreMosaic, not only intends to improve the quality of services offered to customers but also get ready for an eventual model of airline retailing that is future-oriented.

The move aligns with Ethiopian Airlines’ Vision 2035, which envisions the airline becoming one of the world’s top 20 airlines by passenger traffic. SabreMosaic’s Offer Management capabilities provide Ethiopian Airlines with the flexibility to quickly create and distribute offers, moving beyond the limitations of traditional retailing and embracing a more agile, tech-forward approach. The integration of Sabre’s AI-powered solutions, including Sabre IQ and Travel Data Cloud, will enable Ethiopian Airlines to optimize its pricing strategies, manage fares, and expand merchandising opportunities.

Empowering Ethiopian Airlines with Advanced Retailing Technology

SabreMosaic allows Ethiopian Airlines to manage the entire offer-to-order lifecycle in real-time. This dynamic platform leverages AI and deep market data to optimize pricing, streamline fare management, and increase revenue from both fares and ancillary services. This approach ensures Ethiopian Airlines can respond quickly to market changes and maximize its revenue potential.

Additionally, Sabre’s NDC IT solution will complement Ethiopian Airlines’ traditional content, adding NDC offers that provide more diverse products to agency partners and travelers. By integrating these modern distribution capabilities, Ethiopian Airlines enhances its reach across the global travel ecosystem, offering more choices and transparency to customers and creating a stronger presence in emerging markets.

A New Era of Airline Retailing

The adoption of SabreMosaic is not just a technological upgrade; it’s a strategic move that aligns with Ethiopian Airlines’ broader growth goals. The airline’s Vision 2035 strategy focuses on scale, speed, and service, and SabreMosaic’s advanced retailing capabilities are key to accelerating that growth. With this system in place, Ethiopian Airlines can apply AI-driven dynamic pricing to better reflect market conditions, introduce new products and fare bundles more rapidly, and offer personalized, tailored experiences to travelers across all channels.

Roshan Mendis, Chief Commercial Officer at Sabre, highlighted that SabreMosaic will allow Ethiopian Airlines to test new retailing approaches, adapt to market changes quickly, and expand the choices available to customers, leading to better conversion rates and increased ancillary revenue. This shift is expected to deliver significant benefits, with faster, smarter pricing, an enhanced shopping experience, and greater value for customers.

Strengthening Ethiopian Airlines’ Competitive Position

As one of Sabre’s longest-standing partners, Ethiopian Airlines has benefited from over 20 years of collaboration, with the airline currently being Sabre’s largest Passenger Service System customer in EMEA. The introduction of SabreMosaic marks a new phase in this successful partnership, with Ethiopian Airlines poised to lead the way in modern airline retailing. This move strengthens the airline’s competitive position, ensuring it remains at the forefront of the global aviation industry.

Mesfin Tasew, Ethiopian Airlines Group CEO, expressed the importance of modernizing retailing to achieve the airline’s ambitious goals. He emphasized that SabreMosaic will provide Ethiopian Airlines with the tools to enhance its retailing operations, offering passengers more personalized choices, faster responses to market dynamics, and a seamless shopping experience across all distribution channels.

A Future-Ready Airline Retailing Model

The partnership between Ethiopian Airlines and Sabre marks a pivotal moment in the evolution of airline retailing. By adopting SabreMosaic, Ethiopian Airlines is not only modernizing its pricing and distribution strategies but is also preparing to scale its operations and deliver greater value to its passengers. This transformation will help Ethiopian Airlines accelerate its growth, reach new markets, and ensure its competitiveness in an increasingly dynamic global travel landscape.

With SabreMosaic, Ethiopian Airlines is poised to enhance its market position, expand its offerings, and realize its Vision 2035. The airline’s adoption of AI-powered retailing technology will provide travelers with personalized, flexible, and responsive experiences, marking a new chapter in its continued success as one of the most ambitious and innovative carriers in global aviation.