Amadeus and Seera Group strengthen partnership to drive tech innovation in the region’s tourism sector

Amadeus and Seera Group, the Middle East region’s leading provider of travel and tourism services, have strengthened their partnership to drive technology innovation in the region’s tourism sector.

This follows a year of successful partnership between the two leading entities that led to significant digital transformation of travel and tourism services offered by Seera Group and helped enhance its all-round business efficiency.

With the renewed partnership, Seera Group works closely with Amadeus to strengthen its online business further, integrating digital touch-points across all its operations, including its flagship corporate and government travel business, elaa. As the travel tech provider across Seera’s diverse portfolio of services, Amadeus brings cutting edge innovation and state-of-the-art tech tools that enhance customer service standards and bring higher operational efficiency across the Group.

In other highlights of the successful partnership, Amadeus is supporting Seera Group in expanding its omni-channel consumer travel business, Almosafer, across Saudi Arabia, Kuwait and beyond, in addition to the ongoing digitisation of booking services for corporate and government travel via elaa.

Amadeus has been an ongoing strategic partner of Seera Group and has provided a host of technical support that helped consolidate the Group’s online business through tools such as Touchless that scaled up its efficiency of operations.

With over 30 years’ experience in providing travel technology solutions and helping clients to optimize their business, Amadeus will provide all the businesses of Seera with greater access to an unrivalled breadth of content, enabling Seera to better serve its clients in Saudi Arabia and across the region.

Seera will implement the latest Amadeus solutions relating to hotel content, virtual credit card payment capabilities, fare optimization solutions and content via NDC (New Distribution Capability) connectivity. The Group will also implement new products by Amadeus to enhance operational efficiency.

Abdullah Al-Dawood, Group CEO of Seera Group, said: “We pioneered the digitisation of travel and tourism services in the region to bring enhanced customer service standards that meet the aspirations of today’s travellers. Across all our businesses, we have integrated digital solutions that have created added value for our customers while enabling us to achieve more productivity. Amadeus is a valued tech partner, bringing an exceptional breadth of innovative solutions that strengthened our online presence. We will continue to work together to innovate tech-travel solutions in line with our  focus on omni-channel customer experience.”

Stephane Durand, Senior Vice President Business Travel, Western Europe, Middle East and Africa of Amadeus, said: “The MENA region, and specifically KSA, is a key market for travel with significant growth opportunities. As Amadeus renews its partnership with Seera, we are committed to continue providing product and service excellence, and we look forward to evolving the travel experience in the region even further through innovation and our longstanding expertise.”

Seera Group has six core businesses including elaa, Almosafer, Mawasim (the Group’s wholesale tour operator for Hajj and Umrah), tajawal (a leading online travel agency in the UAE), Lumi (a car rental and leasing brand) and Discover Saudi (the newly launched destination management company).