Tuesday, May 20th, 2025
Saber Corporation, a global leader in Travel Technology Solutions, has announced a groundbreaking multi-year distribution agreement with Lift, one of South Africa's most dynamic and fast-growing airlines. This strategic alliance marks a pivotal moment in expanding accessibility of domestic flights in Africa and beyond and streamlining the booking process. Through this partnership, Lift's entire domestic flight inventory has been integrated into the Sabre Travel Marketplace. It is a comprehensive multi-source platform that allows travel agents around the world to seamlessly search, compare and book with easy and efficient inconsistent efficiency.
Rapid rise in lifts as a premium low-cost carrier
Founded in 2020, Lift has acquired a position as a pioneer within South Africa's competitive aviation sector. Emerging with a customer-centric spirit, airlines focus on affordable prices for low-cost carriers and premium onboard experiences tailored to the evolving expectations of modern travelers. Operating primarily through major domestic routes connecting Johannesburg, Cape Town and Durban, the lift serves a wide range of passengers, from business professionals looking for reliability and flexibility to leisure travelers craving comfort and value.
The airline's clear approach to in-flight services sets it apart from the typical low-cost competitors. Notable features such as dog-friendly flights appeal to pet owners, but premium Vida e Caffè Coffee's unlimited serving reflects our commitment to improving the overall customer experience. These thoughtful touches have helped to promote a strong brand identity in the South African market in just a few years and develop a loyal and enthusiastic customer base.
Take advantage of growth amid the surge in domestic travel demand
In 2024, it cited increasing demand for domestic travel and increased appetite among consumers for differentiated airline offerings. The carrier reports impressive growth across the network and passenger numbers, showing strong market traction. As local travel rebounds and business activities resumed at pre-pandemic levels, Lift's flexible fare structure and unique services resonated strongly with travelers.
Recognizing the opportunity to scale further, Lift's decision to partner with Saber and join the global travel market is perfectly in line with its growth ambitions. This integration allows Lift to take advantage of a vast ecosystem of travel sellers, including online travel agents (OTAs), corporate booking tools, and travel management companies (TMCS). It allows you to extend visibility into regional and international markets across airline boundaries.
Saber Travel Marketplace: Unifying traditional and innovative aviation content
Saber's Travel Marketplace serves as a key hub for content across a wide range of airlines, bringing together traditional carriers, low-cost airlines, and new distribution capabilities (NDC)-enabled products into a single, cohesive platform. This unified access allows travel agents connected to Saber to offer travelers unparalleled choice, flexibility and personalized booking options.
In the case of lifts, being part of this integrated delivery network means that its inventory can be efficiently sold and sold alongside its global competitors, positioning the airline as a preferred option for travelers looking for both convenience and quality. By bridging the gap between emerging domestic airlines and global distribution channels, Saber supports airlines like Lifts that meet the demands of modern travelers while streamlining agency workflows.
Increases value for both travel agents and customers
Travel agents that leverage Saber's technology are making great profits from adding lifts to the market. Access to authentic, high-quality South African domestic air content allows agents to present clients with more competitive options and customized travel solutions. This is especially valuable for customers who need reliable domestic connections within major South African urban centres and complex itineraries.
Additionally, the partnership will enhance corporate travel programs by expanding the set of options available through corporate booking tools and TMC. Businesses across Africa support productivity and cost-effective travel management, increasing access to flexible and efficient flight options tailored to travel policies and budgets.
“The partnership with Saber is an exciting growth step for Lift,” said Cilliers Jordaan, Lift's chief commercial officer. “We have built a strong presence in South Africa, but are now ready to expand even further by increasing the availability of content to the global travel agency community. Saber's extensive network and multi-source content approach will help us support our mission to reach new audiences, promote sales and deliver seamless, uplifting travel.”
Looking ahead, strengthening air travel connectivity across Africa
As the travel market continues to recover and evolve post-pandemic, strategic collaboration between technology providers and airlines is critical to driving growth and innovation. Saber's agreement with Lift illustrates how leveraging cutting-edge distribution platforms allow local airlines to compete at the global stage, opening new paths to enhance traveller experience and promote economic development.
Lift's commitment to maintaining a premium customer-first service model, combined with Saber's vast distribution capabilities, is committed to setting new standards for domestic travel in South Africa. This partnership not only improves access to competitive fares and services, but also contributes to a more connected, accessible travel ecosystem within the continent.
“The lift is a great example of how innovation and customer focus can drive real momentum in the aviation space,” said Alessandro Ciancimino, Vice President of Distribution for Saber's Airlines. “The addition to the Saber Travel Marketplace not only enhances content delivery, it marks another important step in growth across the African region. We are proud to support our lift ambitions by providing wider vision, enhanced reach and powerful tools that provide a more dynamic and relevant travel experience.”
Conclusion
The multi-year agreement between Saber Corporation and Lift shows significant advances in the accessibility and distribution of domestic flights in South Africa. By joining the Saber Travel Marketplace, Lift unlocks enormous opportunities to expand its market reach and strengthen its position as a leading premium low-cost airline. Meanwhile, Saber continues to strengthen its role as an essential technology enabler, bringing together airlines and travel sellers around the world to promote seamless, personalized and efficient travel experiences.
As the travel industry adopts a new era of digital transformation and consumer empowerment, such partnerships highlight the potential for innovation and growth within and beyond Africa's aviation environment.
