GetThere, A Sabre Company

GetThere, A Sabre Company, provides self-booking tools and comprehensive online platforms for corporate travel management across the global market. The organization enables multinational corporations and mid-sized businesses to efficiently procure flights, hotels, and other essential travel services through its centralized digital infrastructure. Operating as a dedicated subsidiary within the corporate travel sector, the platform achieved significant scale when it processed over $6 billion in gross travel bookings during the 2005 fiscal year. The enterprise was acquired by travel technology conglomerate Sabre Holdings in 2000 for a total valuation of $750 million, integrating its software alongside other Sabre assets. By leveraging Sabre's extensive global distribution system, the platform connects corporate employees with major travel suppliers such as Delta Air Lines, United Airlines, and Marriott International. The company was originally founded in 1995 by Dan Whaley and John Robinson.

GetThere (a Sabre company until its announced 2024 sale to Serko) is a long‑standing corporate online booking and managed‑travel platform that helps large enterprises and travel management companies book, manage and control complex business travel programs while integrating expense, policy and supplier content.[2][4]

High‑Level Overview

• GetThere is a corporate travel management platform that provides online booking, policy compliance, supplier connectivity (including NDC), expense and reporting integrations for enterprise travel programs and travel management companies (TMCs).[4][2]
  - The product is designed to serve large, complex corporate travel programs and TMCs by streamlining booking, enforcing travel policy, surfacing multi‑fare options and integrating travel data into expense/ERP systems.[4][2]
  - It solves the problem of scaling and governing business travel — improving compliance, lowering cost, increasing online adoption and enabling duty‑of‑care and reporting at enterprise scale.[4][2]
  - Growth momentum and strategic direction shifted in late 2024 when Sabre announced a definitive agreement for Serko to acquire the GetThere business and jointly collaborate on product development and commercial plans to accelerate innovation in the managed corporate travel space.[2][3]

Origin Story

• GetThere was founded in the 1990s as an early corporate online booking tool and was acquired by Sabre in 2000 as Sabre expanded its corporate travel suite (Sabre owned and operated GetThere until the 2024 announced sale to Serko).[5][2]
  - Under Sabre, GetThere evolved to support large global programs, adding capabilities such as NDC content, improved air shopping and integrations with expense management and event/meeting platforms to serve complex enterprise needs.[3][4]
  - The October 28, 2024 announcement marks a pivotal moment: Serko agreed to acquire the GetThere business from Sabre and to continue operating the GetThere brand while collaborating with Sabre on transitional and product development plans.[2][3]

Core Differentiators

• Enterprise scale and complexity: Built to handle the most complex managed travel programs and global TMC workflows, with localization and multi‑language support.[4]
  - Integration ecosystem: Native and partner integrations with expense systems, ERPs, Cvent, Conferma and other travel partners to centralize travel data and workflows.[4]
  - Customization / white‑labeling: White‑label capability that lets customers brand and configure the platform at multiple organizational levels.[4]
  - Performance and reliability: High responsiveness and uptime claims (GetThere advertises 99% uptime and sub‑second shopping performance for most requests).[4]
  - Supplier connectivity and modern content: Adoption of NDC and multi‑fare displays to surface broader content and better-priced options for corporates.[3][4]
  - Proven customer base: Long history serving large blue‑chip customers and extensive experience in North America and globally.[3][4]

Role in the Broader Tech Landscape

• Trend alignment: GetThere sits at the intersection of managed corporate travel, richer airline content (NDC), and expanded integration needs between booking and expense/ERP systems — trends driving consolidation and modernization in travel tech.[3][4]
  - Timing: The sale to Serko in 2024 positions GetThere within a specialist travel‑technology company (Serko) focused on next‑generation managed travel platforms, which may accelerate product investment and North American growth.[2][3]
  - Market forces: Corporates’ demand for cost control, duty‑of‑care, sustainability data (GetThere surfaces CO2 estimates) and richer airline content favors platforms that combine enterprise controls with modern shopping experiences.[4]
  - Ecosystem influence: By continuing to operate under the GetThere brand and integrating NDC and partner content, the platform helps TMCs and enterprises adopt newer distribution models while influencing supplier‑to‑corporate content flows.[2][3][4]

Quick Take & Future Outlook

• Near term: Under Serko ownership, GetThere is likely to receive incremental investment focused on North American expansion, tighter product alignment with Serko’s Zeno platform capabilities, and continued collaboration with Sabre on distribution and commercial arrangements.[3][2]
  - Medium term: Expect continued emphasis on NDC adoption, richer personalization/AI in shopping and stronger integrations across expense, meetings and risk platforms — all areas that will shape customer retention and new sales.[3][4]
  - Strategic significance: If Serko successfully leverages GetThere’s enterprise footprint plus Sabre’s distribution strengths, GetThere could consolidate its position as a top managed‑travel booking tool in North America while accelerating innovation for enterprise customers.[3][2]

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