Sabre Taps Walt & Company to Lead Global Communications Strategy

The collaboration positions Walt & Company as a direct extension of Sabre’s internal marketing operations. With a mandate to manage corporate communications and media relations, the agency will focus on elevating the profile of Sabre’s executive leadership. The goal is to clarify the impact of the firm’s proprietary travel data cloud, which currently supports a vast network of airlines, hoteliers, and travel agencies.

Cassidy Smith-Broyles, head of global PR at Sabre, emphasized that the appointment is designed to navigate the complexities of the current travel industry transition. Cyndi Babasa, co-president of Walt & Company, noted that the firm will work to translate Sabre’s technical innovations into accessible narratives for investors and customers. This move adds to Walt & Company’s existing roster of enterprise technology and cybersecurity clients, leveraging its 35-year history in Silicon Valley to bolster Sabre’s position as a leader in travel-focused artificial intelligence.