tecnology

American Airlines' SABRE (Semi-Automated Business Research Environment) computer reservation system was acknowledged in the computer industry as a benchmark of how technology can provide a competitive advantage. SABRE dominated the airline business to such an extent that it became more profitable than the airline that created it. The impact of SABRE on air travel in the USA enabled American Airlines to overtake United Airlines and achieve the largest share of the US airline market.

Besides providing a convenient method of booking airline seats, SABRE offered a yield management system that provided the ability to maximise the revenue offered. In addition to calculating optimal seat revenue, the yield management system also examined the fares offered by competitors to ensure that the prices set were competitive.

As SABRE was developed over the years the range of customer services it was able to offer increased dramatically. In addition to the huge array of flight information hand...