As we reported earlier, Sabre Hospitality was carved out from Sabre Corporation and sold, temporarily living under the placeholder name “Hospitality Solutions.” Last week, it finally got its permanent rebrand: Aven Hospitality.
I’ll admit, I was quietly rooting for a return to something closer to its roots. SynXis, for all its quirks, is still one of the most recognizable core platforms in hotel tech. But alas, leave it to us clever marketing folks to decide the future is best signaled with a brand-new name that means… something aspirational?
New email domain, new community portal, renamed products, and a rebranded learning platform are all part of the Sabre separation. URLs stay the same, but plenty of back-end plumbing is getting reworked.
New name. New logo. Same mission. The real test isn’t the rebrand. It’s what they ship next. If you are a user of the company formerly known as Sabre Hospitality, some good information can be found here.
