American Airlines and IBM jointly developed the SABRE reservation system in the 1960s to reduce airline reservation costs by 30% and leverage existing reservation assets. Over time, SABRE expanded to include travel agents, hotels, rental cars, and other services, transforming American Airlines into a travel company. SABRE also enhanced executive decision making with tools like yield management and crew scheduling. American leveraged SABRE through partnerships with credit card companies and the introduction of their AAdvantage frequent flyer program, broadening their customer reach through the web.

1. ITS 510 Information Management Case Study: American Airlines and the SABRE System