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Although Yahoo! had an agreement with Sabre to provide Travelocity's offerings through Yahoo's Travel channel, the latest alliance includes an extensive marketing programme and further technological integration.
The two companies will also share transaction revenue for sales generated from Travelocity's offerings on Yahoo! Travel. Yahoo! recently redesigned its travel site and plans to include more of Sabre's technology and content, the company said.
In exchange, Sabre will be able to work with Yahoo!'s Enterprise Solutions division to develop broadcast and communications services for the travel company's 7,000 global employees and 250,000 travel agents.
Given that travel has been one of the few sectors to survive the burst of the dotcom bubble, it comes as little surprise that Yahoo! is moving to strengthen its position in the market. It has recently shied away from sectors ruled by tough competitors, such as auctions, and has focused on generating revenue from paid services, such as premium search and in-depth financial content.