Technology provider Sabre Corporation has released data showing that over one in three of all global travellers pay above the average airfare for plane tickets.

On the popular routes compared within Asia Pacific, Singapore-Hong Kong saw 37 per cent of travellers paying above the odds while Australia’s key Sydney-Melbourne route recorded a whopping 48 per cent of travellers paying for tickets above the average route fare price.

“As online penetration in APAC continues, more consumers are gaining access to vast amounts of travel information and, with it, the confidence to ‘shop around’ for the best option. Yet despite a huge amount of time spent shopping and an abundance of travel services and unique content to choose from, consumers often don’t actually walk away with the best match for their booking criteria – which could factor in anything from price to flexibility or availability of add-ons, customised offerings and loyalty programmes,” comments Roshan Mendis, senior vice president for Sabre Travel Network Asia Pacific.

“This new data is about airfares, but it’s illustrative of a much wider travel shopping trend that we’re seeing across the board. One of the biggest challenges facing travel companies today isn’t providing the level of choice that travellers expect; it’s ensuring that those choices are presented to the right person, in the right place and at the right time,” adds Mendis.

Sabre, a technology company processing more than US$120 billion of global travel spend annually through its global B2B travel marketplace, is working closely with some of the world’s leading travel companies to develop the next wave of smart technology designed to create a more personalised shopping experience.

“The airlines, the hotels, the online retailers, the corporate travel managers, the travel agents – they all have one common question. How can we make the whole travel experience, including shopping and booking, better?” says Mendis. “By giving travellers easier access to the most relevant shopping information, itineraries can be booked confidently and without hesitation, ensuring satisfied customers and driving loyalty. So we’re focusing on bringing new technologies to market that can do just this.”