Sharaf Travel and Amadeus Forge Long-Term Pact to Transform Gulf Travel

Sharaf Travel has decided to take its long-running relationship with Amadeus up a notch, signing a new long-term agreement that puts technology firmly at the heart of its strategy. For a sector that has been upended so many times by digital shifts, pandemics, and ever-changing traveller expectations, this feels like more than just another contract renewal – it’s about futureproofing how journeys in and out of the Gulf are sold and experienced.

The partnership brings a suite of Amadeus tools into Sharaf Travel’s operations, including NDC-X for richer airline content, Fare Optimizer for dynamic pricing, and B2B Wallet, a payment platform that lets agencies settle with suppliers using virtual cards. In simple terms, it means better offers for travellers, sharper pricing for businesses, and a smoother ride for the agents pulling it all together. Or, as one travel manager put it, fewer headaches sorting through endless fare rules – which, let’s be honest, is usually a bit of a faff.

Ernesto Sanchez Beaumont, Managing Director of Amadeus Gulf, described the move as an effort to make travel “more connected, intelligent, and customer-focused.” Meanwhile, Jayaram Vaidyanathan Iyer of Sharaf Travel highlighted how these tools will allow his team to expand their online presence and keep fares competitive, while also tightening up payment security.

I reckon this is spot on. Travel, especially in the Gulf, has become more than flights and hotels – it’s about experiences shaped by speed, convenience, and personalisation. Consumers increasingly want tailor-made options, and corporate clients won’t tolerate inefficiencies when every dirham counts. Having tools that crunch prices in real time or integrate payments seamlessly isn’t just nice-to-have; it’s essential kit.

What struck me most when looking at this deal is how it mirrors what we see in startups around the region. At Arageek, whenever we meet founders exploring new ways to disrupt legacy industries, they often cite partnerships like this as proof that even established players are embracing agility. I remember one young entrepreneur in Riyadh telling me that if “dinosaurs like airlines” can move digital-first, then surely startups must run even faster.

On the flip side, travellers themselves might not even notice – their flight will just seem cheaper, or the booking smoother. And maybe that’s the point. The best tech is often invisible, working in the background while we, as customers, get on with our holiday or business trip.

It’s clear the Gulf’s travel market is entering another phase of digital transformation. Sharaf Travel and Amadeus are betting big on it, and whilst nothing in travel tech ever runs perfectly smoothly (we’ve all seen how one glitch can snarl up booking systems), this deal looks like a smart play. And believe it or not, in a region so often accused of lagging behind in digital adoption, such moves show it’s increasingly leading from the front.

If the aim is to make travel easier, safer, and more personalised, then this partnership could well be hitting the nail on the head – though as with all things in the startup and tech world, execution is where it’s won or lost. For now, both companies seem chuffed to bits about what comes next. And frankly, so long as it spares travellers a bit less hassle at checkout… that’s a win in my book, even if nothing in travel is ever 100% hassle-free.

One thing’s for sure: the future of travel in the Gulf won’t look quite the same again, and this move is a big reason why.

🚀 Got exciting news to share?

If you're a startup founder, VC, or PR agency with big updates—funding rounds, product launches 📢, or company milestones 🎉 — AraGeek English wants to hear from you!

✉️ Send Us Your Story 👇

https://en.arageek.com/send-us-your-story-or-a-news-tip