Sabre has appointed long-serving executive Fiona Richards as Regional Director, South Pacific, putting her at the helm of the travel technology company’s operations across Australia, New Zealand and the wider region.
Richards will lead Sabre’s engagement with customers and partners as the travel sector grapples with rapid changes in airline retailing, NDC adoption, artificial intelligence and content distribution.
Her remit will include strengthening customer and partner relationships and supporting the adoption of Sabre’s next-generation, AI-native travel marketplace capabilities across the agency, corporate, wholesale and online travel sectors.
“More than ever, travel businesses are looking for trusted partners that can help them simplify content complexity, leverage new technology, including agentic AI, and create better experiences for travellers,” Richards said.
“I’m excited to lead a talented team focused on helping our customers navigate change, unlock new opportunities and build on Sabre’s proud history in the region.”
Richards has spent more than 20 years with Sabre and most recently led a commercial team responsible for key customer relationships and strategic initiatives across the region.
Sabre vice president, agency sales and airline distribution, APAC, Brett Thorstad said Richards had played a key role in the company’s customer success across Australia, New Zealand and the South Pacific.
“Fiona brings extensive industry experience, deep customer relationships and a strong track record of commercial success,” Thorstad said.
“As the industry continues to evolve, Fiona’s leadership will help ensure our customers are well positioned to adapt, grow and succeed.”
