Southwest Chooses Sabre's Prism for Corporate Data Mgmt.

Southwest Airlines has expanded its partnership with Sabre by selecting the company's Prism solution for corporate contract management, the company announced Tuesday. 

Prism "automates, aggregates and analyzes corporate sales information globally, providing companies with the decision science to build the right offer for the right customers," according to Southwest, which will request program data-sharing from corporate customers to enable contracts and benefits.

"With Prism, we can now simplify the contracting process as we continue on our journey to remove friction while bringing more savings, simplicity and total value when doing business with Southwest Airlines," Southwest VP and chief sales officer Dave Harvey said in a statement.

Carriers two decades ago first touched off controversy by insisting buyers share data with Prism to measure the compliance with contractual terms, but today about 13,000 corporate companies send data to Prism from more than 160 countries, and more than 30 airlines and airline alliances use it, according to Sabre's website. Sabre acquired Prism in 2012.

Still, at least two major carriers in recent years have stopped using the product—United Airlines in 2022 and Lufthansa in 2021, according to BTN portfolio mate The Beat—with United citing that the data from Prism had "a lag of 45 days or more." Its new Airlines Reporting Corp. solution, Data Connect, provides reports weekly, according to the carrier.

Southwest, however, said that Prism data "is updated frequently and regularly … many times as frequently as weekly," according to a carrier spokesperson. Southwest added that Prism also provides "new user analytics, API connections to link the airline [customer relationship management] systems and enhanced user tools to streamline sales teamwork with partner airlines and commercial clients."

The carrier in recent years has taken several steps to developing a more comprehensive relationship with its corporate clients and travel management companies. Southwest has increased its participation in global distribution systems, launched a corporate travel portal and boosted its corporate sales force.