Here’s our roundup of the people, product and partner news from the global travel industry this week.

SITA

SITA announced three partnerships this week.

The company has signed an agreement with Matarat Holding to advance the digital transformation of airports across Saudi Arabia. The deal aims to implement scalable technologies to improve passenger experience and operational efficiency. SITA’s biometric solutions are already in use at major airports in Riyadh, Jeddah, Dammam and NEOM.

The airline information technology (IT) specialist also partnered with NEC Corporation in an effort to accelerate adoption of digital identity technology in travel. NEC will join SITA’s Digital Travel Ecosystem, an open framework that enables secure, real-time identity verification without complex integrations. 

SITA and Airportr have also signed a five-year agreement to expand off-airport baggage handling services, in response to rising traveler demand for home or hotel bag pickup. Airportr’s delivery platform is set to integrate with SITA’s Flex and Bag Journey systems.

EDreams Odigeo reaches 7.25M subscribers

EDreams Odigeo has reached its goal of 7.25 million Prime subscribers nearly a year ahead of schedule, quadrupling its base since 2021, when the goal was set. 

“7.25 million isn’t just a figure; it’s yet more proof of our capacity to execute on a long-term vision and deliver on our promises,” said Dana Dunne, CEO of eDreams Odigeo. He credited the platform’s growth to its scalable model and tech-driven approach. Prime now offers expanded benefits across flights, hotels, car rentals and packages. 

Broader financial targets, including €180 million in cash EBITDA, are set to be reported in upcoming disclosures.

AirRetailer unveils travel management platform

AirRetailer Travel Technology has launched AirBooking.com, an artificial intelligence (AI)-powered corporate travel and expense management platform built for travel management companies, corporate clients and airlines.

The platform, which is integrated with International Air Transport Association (IATA) Financial Gateway, aims to streamline business travel with intelligent recommendations, dynamic pricing, 24/7 AI concierge support and automated expense reconciliation.

It is designed to optimize costs, enforce travel policies in real-time and enhance traveler experience.

IATA unveils contactless travel directory

IATA has launched its Contactless Travel Directory, a centralized tool to help accelerate global adoption of biometric, paperless travel.

The directory helps airlines identify contactless travel capabilities at specific airports and with partner carriers. It includes traveler eligibility by location, biometric touchpoint availability and technical integration protocols.

Supporting IATA’s One ID initiative, the resource simplifies biometric service expansion and enhances passenger efficiency.

Trip Affiliates Network, Southeast Travel

Trip Affiliates Network (TA Network) has partnered with Southeast Travel (SET), a Taiwanese travel operator, marking a major step in TA Network’s expansion across North Asia.

Leveraging TA Network’s advanced infrastructure-as-a-service platform, SET will enhance its digital capabilities with integrated booking engines, dynamic packaging and secure payments.

The collaboration strengthens SET’s business-to-business distribution and service delivery while enabling access to a wider Asia Pacific travel ecosystem. Together, TA Network and SET aim to drive innovation and create seamless, personalized travel experiences through scalable, enterprise-grade technology solutions.

IGC, AirportLabs

International Gate Control (IGC) has partnered with AirportLabs to modernize the core operational systems at O’Hare International Airport in Chicago, one of the world’s busiest hubs.

On behalf of the Chicago Department of Aviation, IGC oversees gate assignments and day-of operations. The upgrade will implement AirportLabs’ advanced platforms—SkyCore AODB, Allegra RMS, the Airport Community App and AirportLabs’ Data Router—to enhance real-time flight data, resource allocation and stakeholder collaboration.

This scalable, low-disruption framework ensures smoother operations and faster value delivery, positioning O’Hare at the forefront of digital airport innovation.

TUI Airline, Immfly

Immfly has been selected by TUI Airline to transform the onboard experience across its fleet, with up to 60 aircraft going live by summer 2025.

As the first German airline to adopt Immfly’s digital platform, TUI will offer passengers real-time messaging via WhatsApp, premium entertainment and instant access to local experiences through TUI Musement.

Powered by Iridium Certus and Equilux Aero hardware, the solution enables future upgrades to high-speed connectivity without major retrofits—turning the cabin into a digital, revenue-generating hub and setting a new benchmark for in-flight innovation.

TakeUp appoints CEO

TakeUp, an AI-driven revenue optimization platform for independent hotels and bed and breakfasts, has appointed Bobby Marhamat as CEO.

Marhamat, who brings more than 20 years experience in sales-as-a-service and retail tech to the role, will lead growth strategy, expand market reach and align AI innovations with real-world hospitality needs.

Backed by 1848 Ventures, TakeUp aims to deliver transparent, collaborative pricing tools that empower small operators. Marhamat’s leadership—shaped by roles at Verizon, Revel Systems and Raydiant—underscores TakeUp’s commitment to scalable success for independent hoteliers.

Fora Travel launches in Canada

Fora Travel, a PhocusWire Hot 25 Travel Startup for 2023, has launched in Canada, beginning operations in Ontario after securing Travel Industry Council of Ontario registration. The United States-based startup, founded in 2021, aims to lower barriers in the travel industry with a tech-enabled platform that supports part- or full-time advisors. Fora plans to expand nationwide in the coming weeks. 

“At its core, Fora was built to fix what’s broken in travel advising—outdated systems, high barriers to entry, and poor advisor support,” said Henley Vazquez, co-founder and CEO of Fora Travel. “We created a model where technology amplifies human expertise, not replaces it. With our Canadian launch, we’re excited to open the door for more entrepreneurs to thrive in this incredible industry and help grow more small Canadian businesses.”

U.K. launch for SmartGuide

SmartGuide has launched in the United Kingdom, bringing its leading digital audio guide platform to one of the world’s top tourist markets. With GPS-powered, AI-enhanced self-guided tours, SmartGuide offers attractions and destinations a scalable, multilingual solution to modernize visitor experiences.

Features include offline access, real-time storytelling, augmented reality enhancements and big data insights. Backed by a U.K.-based sales and business development team, SmartGuide is partnering with cultural institutions and tourist sites to deliver immersive, branded audio experiences—turning tours into revenue-generating tools while reducing reliance on printed materials and on-site staff.

Aimbridge Hospitality names VP of Evolution Hospitality

Aimbridge Hospitality has promoted Michael Murray to vice president of operations for its lifestyle division, Evolution Hospitality.

Murray, who joined the company in 2016, most recently served as general manager of Hotel Paseo, part of Marriott’s Autograph Collection.

In his new role, he will focus on leadership development and operational performance. Murray has been active in Aimbridge’s GM Council, mentoring new leaders and earning accolades such as general manager of the year. His promotion reflects Aimbridge’s commitment to internal growth and recognition of high-performing talent across its portfolio.

Sabre, CellPoint Digital

Sabre has signed a strategic agreement with CellPoint Digital to enhance airline payment capabilities across its SabreSonic and Radixx platforms.

The integration gives airlines access to a wide range of global and alternative payment methods, helping reduce costs and improve the checkout experience.

Through this partnership, Sabre aims to simplify payment orchestration, boost conversion rates and support evolving consumer preferences. The deal reflects Sabre’s ongoing push to streamline payment operations and provide airlines with more flexibility, control and support for market-specific needs.

Kaptio, Therefore Interactive 

Kaptio and Therefore Interactive announced a strategic partnership to help multi-day tour operators modernize their digital booking experiences.

The collaboration combines Kaptio’s Salesforce-native booking platform with Therefore’s AI-driven ecommerce and user experience (UX) expertise. Together, they aim to streamline complex booking flows, improve customer engagement and support scalable growth.

Early results include upgrades for Rocky Mountaineer’s brands, showcasing the partnership’s impact on ecommerce, agent portals and consumer journeys.

De Jong Intra Vakanties, Hubby eSIM

Dutch tour operator de Jong Intra Vakanties has teamed up with Hubby eSIM to provide complimentary eSIMs with three gigabytes of data for customers booking trips outside the European Union.

The partnership aims to eliminate roaming worries by offering internet access in over 200 countries at cheaper rates, all while keeping the traveler’s regular mobile number active. The eSIMs are shareable and ready to use upon arrival, enhancing convenience for families and groups. The move reflects the growing demand for seamless, affordable connectivity while traveling. 

La Compagnie, CitizenPlane

French all-business-class airline La Compagnie has migrated to CitizenPlane’s Zenith Passenger Service System, enhancing its retailing, distribution and interline capabilities. The platform enables fare shopping via the airline’s website and mobile, supports global sales through global distribution system integration and enables interline e-ticketing with partner carriers.

Zenith’s offer creation tools and intuitive fare calendar help boost revenue and customer experience. The upgrade supports La Compagnie’s expansion plans, including new routes in 2025 and additional aircraft in 2026.

CitizenPlane acquired Zenith’s developer, Travel Technology Interactive (TTI), in 2024 to strengthen its all-in-one operating system for mid-tier and fast-growing airlines. 

Directo hits 250K users

Travel booking Google Chrome extension Directo, a PhocusWire Hot 25 Travel Startup for 2025, has reached 250,000 users just nine months after announcing 100,000 users and securing $1 million in pre-seed funding.

Founded in 2023, the Spain-based startup helps travelers find commission-free direct booking options across major platforms like Airbnb and Booking.com.

Backed by Kima Ventures and travel industry veterans, Directo’s AI-powered tool now spans 180 countries and covers over 3 million properties. The company says growth is accelerating as travelers seek better deals and accommodation providers aim to reduce reliance on third-party platforms.

* Editor’s note: This roundup was created with the help of ChatGPT