Seera Group chooses Amadeus as its preferred technology partner to implement NDC


NDC will allow Seera Group to distribute richer content to its customers

▪         Seera Group joins Amadeus’ NDC [X] program

▪         To drive NDC forward and open a new world of opportunities

Riyadh, KSA: NDC is one of the biggest changes the travel industry has seen in a long time; it is a critical enabler for enhanced travel retailing. This standard enables travel sellers to boost customer focus by providing them with rich, more personalized and relevant offers, and access to new content and fares from airlines.

To seize this opportunity and be future-ready, Seera Group has extended its long-standing partnership with Amadeus to adopt NDC. As the Middle East’s leading provider of travel and tourism services, Seera Group will join Amadeus’ NDC [X] program and implement the NDC-enabled Travel API solution to distribute richer airline products to its customers. It will allow the selling of new fares and services to customers that are only available via NDC.

Customers are at the core of everything the Seera Group does, and integrating NDC efficiently within its workflow, online and offline, will help the group’s travel brands differentiate its offers with more relevant options, better fares and availability, as well as post-booking servicing capabilities.

Speaking about the extension, Tarique Khatri, EVP at Seera Group,said, “Amadeus has been a long-term technology partner of Seera. We have been working together successfully to drive innovation in the region and provide our customers access to new, dynamic airline content that includes more tailored services. Amadeus has always been at the forefront of cutting-edge technology for our industry, and working together to implement NDC was a natural extension of this partnership. We are confident that NDC will help us personalize our offer, open up new opportunities to upsell, and really elevate our customer experience.”

Bernhard Steffens, Senior Vice President of Business Travel Agencies in Europe, Middle East and Africa said, “For a brand like Seera Group that focuses on customer centricity, the adoption of NDC makes perfect sense. It will help add tremendous value to its travelers, and cement Seera’s place at the forefront of travel innovation in the Middle East. With NDC taking off in the industry, Seera Group understood it was the opportune time to partner with us to be fully NDC ready, marking an important milestone in their NDC journey.

In addition to accessing new airline content and fares via NDC connectivity, Seera Group will continue to have access to content from traditional technology such as EDIFACT. NDC is an integral part of the Amadeus Travel Platform – a platform which brings together all travel content from multiple sources in one place, allowing travel agencies to easily search and compare offers.

About Seera:

Seera is the leading provider of diverse travel services in the Middle East and North Africa region. With its balanced portfolio of brands across five verticals, Seera is regarded as the most knowledgeable and accomplished travel service provider. The Group is a significant contributor to the growth of the domestic, inbound, and outbound tourism economies of the Kingdom of Saudi Arabia and a best-in-class business partner in unlocking the opportunities in the region. Providing technology-powered travel services for consumers, businesses, government partners and pilgrims, Seera offers the opportunity to travel in the Kingdom, across the region, and beyond, like never before. Seera’s strategic business units as below:

●    Elaa, Seera’s travel management company, leading in the Corporate and Government sector in KSA

●    Mawasim, Seera’s wholesale tour operator for Hajj & Umrah

●    Almosafer, the flagship brand of Seera’s consumer travel business unit

●    tajawal, a leading online travel agency in the UAE

●    Lumi, Seera‘s car rental and leasing brand

●    Discover Saudi, Seera’s integrated destination management company

Seera – Imagine Where Travel Can Take Us Together

About Amadeus

Travel powers progress. Amadeus powers travel. Amadeus’ solutions connect travelers to the journeys they want through travel agents, search engines, tour operators, airlines, airports, hotels, cars and railways.

We have developed our technology in partnership with the travel industry for over 30 years. We combine a deep understanding of how people travel with the ability to design and deliver the most complex, trusted, critical systems our customers need. We help connect over 1.6 billion people a year to local travel providers in over 190 countries.

We have a global mindset and a local presence wherever our customers need us.

Our purpose is to shape the future of travel. We are passionate about our pursuit of better technology that makes better journeys.

Amadeus is an IBEX 35 company, listed on the Spanish Stock Exchange under AMS.MC. The company is also part of the EuroStoxx50 and has been recognized by the Dow Jones Sustainability Index for the last eight years.