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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 reinforced their partnership to drive technology innovation in the region’s tourism sector.
This follows a year of successful partnership between the two main entities that led to massive digital transformation of travel and tourism services provided by Seera Group and helped enhance its all-round business efficiency.

With the renewed partnership, Seera Group works closely with Amadeus to reinforce its online business further, integrating digital touch-points throughout all its operations, which include its flagship company and government travel business, elaa. As the travel tech provider throughout Seera’s various portfolio of services, Amadeus brings ultra-modern innovation and latest tech equipment 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 increasing its omni-channel consumer travel business, Almosafer, throughout Saudi Arabia, Kuwait and beyond, in addition to the ongoing digitization of booking services for company and government travel through 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 enterprise via tools such as Touch-less that scaled up its effective of operations.

With over 30 years’ experience in offering travel technology solutions and helping customers 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 customers in Saudi Arabia and throughout the region.

Seera will enforce the modern day Amadeus solutions relating to hotel content, virtual credit card payment capabilities, fare optimization solutions and content through NDC (New Distribution Capability) connectivity. The Group will additionally enforce new products by Amadeus to decorate operational efficiency.

Abdullah Al-Dawood, Group CEO of Seera Group, said: “We pioneered the digitization of travel and tourism services in the area to bring better 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 outstanding breadth of progressive solutions that reinforced our online presence. We will proceed 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 especially KSA, is a key market for travel with substantial growth opportunities. As Amadeus renews its partnership with Seera, we are dedicated to proceed providing product and service excellence, and we look ahead to evolving the travel experience in the area even further via innovation and our longstanding expertise.”

Seera Group has six core businesses together with 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).




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