Sharaf Travel And Amadeus Forge A Robust Long-Term Partnership, Focused On Transforming The Travel Experience For Both Business And Leisure Travelers In The UAE

Published on September 18, 2025

Sharaf Travel and Amadeus have solidified a long-term partnership aimed at revolutionizing the travel experience for both business and leisure travelers in the UAE. This collaboration seeks to harness Amadeus’ cutting-edge travel technology solutions, enabling Sharaf Travel to offer enhanced services, greater efficiency, and personalized experiences to meet the evolving demands of modern travelers.

Amadeus, a global leader in travel technology, has entered into a renewed long-term agreement with Sharaf Travel, one of the UAE’s top travel management companies. This extended partnership underscores their shared commitment to driving innovation and delivering customer-focused travel solutions that meet the dynamic demands of both modern travellers and businesses.

As part of this collaboration, Sharaf Travel will implement several cutting-edge Amadeus solutions, including NDC-X, Fare Optimizer, and B2B Wallet. The B2B Wallet integrates third-party payment services to allow travel agencies to settle payments with suppliers via virtual cards. These advanced technologies will enhance Sharaf Travel’s retailing capabilities, enabling them to offer more personalized travel experiences for both corporate clients and leisure travellers.

Ernesto Sanchez Beaumont, Managing Director of Amadeus Gulf shares: “We are
proud to deepen our partnership with Sharaf Travel, a trusted name in travel
management across the UAE and Oman. This renewed agreement reflects our shared
vision to accelerate digital transformation and redefine the way travel is sold and
experienced. With our advanced solutions, from dynamic pricing with Fare Optimizer to
personalized offers via NDCX, Sharaf Travel is perfectly positioned to deliver even
greater value, efficiency, and choice to its customers. Together, we are shaping the
future of travel by making it more connected, intelligent, and customer-focused.” 
  
Jayaram Vaidyanathan Iyer, Managing Director of Sharaf Travel Group shares: “At
Sharaf Travel, we are dedicated to adopting the latest technologies that empower our
teams and delight our customers. Our collaboration with Amadeus helps us deliver
seamless, personalized travel services at scale, with the flexibility to expand our online
footprint and enhance fare competitiveness. The integration of B2B Wallet also ensures
secure and efficient payment processing, supporting our yearly commitment to
continually elevate our services.”

Sharaf Travel and Amadeus have entered into a long-term partnership to transform the travel experience for both business and leisure travelers in the UAE. This collaboration will integrate Amadeus’ advanced technology solutions, enhancing Sharaf Travel’s ability to offer more personalized, efficient, and seamless services. Together, they aim to redefine travel management, meeting the diverse needs of modern travelers in the region.

Through the integration of Amadeus NDC-X and Fare Optimizer, Sharaf Travel now gains access to enhanced and dynamic airline content along with optimized pricing strategies. This development provides travelers with more tailored choices and improved value, while agents experience increased operational efficiency. This partnership establishes a new standard for travel retailing and customer satisfaction across the Gulf region.