Virgin Australia’s move up the aviation food chain has become (almost) complete with news it is migrating all ticketing, technology and distribution to the SabreSonic Customer Sales and Service System, a shift that will be complete by 2013.

In the process Virgin, which is going after the business customer,  will leave behind the Navitaire Open Skies system it has used since starting life as a Low Cost Carrier more than 10 years ago.

In those days, Virgin didn’t want much to do with Global Distribution Systems Sabre due to the cost of selling and distributing seats through them, which they did – but reluctantly, much preferring to drive business direct through its website.

But the airline has switched strategy under the leadership of John Borghetti and has increasingly embraced the GDS as it strives to become an airline of choice for business travellers.

Maybe the next step will be including meals in all fare categories, something it doesn’t do at present, but don’t hold your breath.

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