and to broaden understanding of its benefits for airlines, travelers and the agencies that connect them." The Let the Market Fly effort follows the formation of similar industry coalitions in which Sabre has participated, including the Interactive Travel Services Association, FairSearch and
Open Allies For Airfare Transparency. "In the short term, some sellers may believe that if the process of comparison shopping is made more onerous, choices are limited and true prices harder to discern, consumers will unknowingly pay them more for their products," Sabre wrote on the Let the Market Fly website. "This strategy is self-defeating. It erodes consumer confidence and winds up hurting everyone."