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Almosafer’s CEO Shares the Company’s Evolution from Hotel Booking Platform to a Comprehensive Omnichannel Travel Agency

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The Integrator had an exclusive interview with Muzzammil Ahussain, CEO, Almosafer. He sheds light on how the company started and transformed into one of the largest omnichannel travel agency of the Middle East.

What was the main idea behind starting Almosafer?

Almosafer, part of Seera Group, was founded in 2013 with the original intention of creating a travel booking platform for Saudis focused specifically on hotel reservations. As time went on, we experienced significant growth and Almosafer was transformed into a fully-fledged omnichannel travel agency for the Middle East. I have since overseen the amalgamation of all of Seera Group’s travel businesses under the Almosafer umbrella. These businesses include Almosafer, Almosafer Business, Discover Saudi, and Mawasim.

How does Almosafer differentiate itself from other travel brands in the Middle East?

Almosafer stands out in the Middle East market due to our comprehensive suite of products and services, covering the entire travel spectrum from religious tourism to leisure tourism in Saudi Arabia. We also cater to business, corporate, and government travel needs, in addition to our strength in consumer travel. What sets us apart is that all these services are integrated into a single platform, utilizing the same technology and data. This centralized sourcing approach enables us to provide a unique and seamless set of services for the entire travel ecosystem.

Can you give a brief about the four main areas that Almosafer deals with?

We are the Middle East’s leading travel company, catering to every travel vertical. There are four businesses under the Almosafer umbrella.

  1. Mawasim, which focuses on religious travel, specifically Hajj and Umrah into the Kingdom of Saudi Arabia. We collaborate with agents globally, particularly in key markets like Indonesia, Pakistan, Malaysia, Singapore, Europe, and the US. Our aim is to provide B2B packages to these agents, which they can offer to their customers.
  2. Discover Saudi, which caters to inbound leisure tourism. We offer packages, tours, and operations for B2B international agents, covering all of Saudi Arabia. This includes popular destinations like AlUla and the Red Sea, among others.
  3. Almosafer Business, which specializes in corporate and government travel within Saudi Arabia. We work closely with government and corporate agencies to meet their travel needs and provide tailored solutions.
  4. Almosafer, our largest segment that is consumer travel, which includes B2C services through our mobile application, website, WhatsApp, and call center operations. We cater to consumer travel demands not only in Saudi Arabia but also in the rest of the GCC region.

Can you elaborate a little on the Almosafer Concierge that is your luxury travel service, how it caters to VIP and high-end clients?

Almosafer Concierge is an exclusive, invitation-only program that offers tailored luxury trips for VIP and high-end clients. We have established special partnerships and access for our guests at renowned luxury hotels such as Four Seasons and Marriott. Our team, largely comprised of Saudi professionals, understands the preferences and expectations of Saudi travelers. We also have international experts supporting us in delivering exceptional service. In addition to our invitation-only program, we offer a concierge planning service, allowing individuals to access our concierge services through a one-time fee.

What are the company’s future plans?

We have ambitious plans for the future. In 2023 alone, we are targeting 40 to 50% growth. We are excited about our non-binding terms agreement with the Public Investment Fund (PIF), signed in September 2022, that we aim to close in the near future. This agreement is expected to provide us with further growth opportunities. As a company, we remain committed to investing in tourism and technology for Saudi Arabia and the wider region, continually striving to enhance our offerings and services.

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CELEBRATE EID AL ADHA WITH A SPECIAL BUFFET AT PURANI DILLI

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Celebrate the spirit of Eid with a specially curated dinner buffet at Purani Dilli, Bur Dubai, offering guests a festive dining experience inspired by rich Indian flavours and traditional favourites. Perfect for family gatherings and festive get-togethers, the Eid Al Adha Special Buffet promises a warm ambience, indulgent dishes, and a memorable celebration during the Eid holidays.

Available for three nights only from 27th May to 29th May, the dinner buffet is priced at AED 95 per guest, making it an ideal choice for both residents and visitors looking to enjoy an authentic Eid feast in the heart of Bur Dubai.

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CELEBRATE EID AL ADHA WITH MEDITERRANEAN DINING AT ERGON AGORA

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You do not have to travel to Greece this Eid Al Adha to enjoy Mediterranean flavours and long lunch or dinner gatherings. Located in Downtown Dubai, ERGON Agora brings together a warm Greek dining experience with dishes designed for sharing, making it an ideal spot to celebrate the long weekend with family and friends.

Perfect for both lunch and dinner, the menu features a  rich mix of traditional Greek favourites and comforting dishes, from the Shrimp Saganaki with tomato sauce and Feta cheese, to the Grilled Octopus with fava dip and the Slow Cooked Beef Cheeks served with sautéed trahana and goat cheese. Guests can also enjoy freshly made Peinirli, seafood orzo, grilled seabass, and a selection of homemade spreads served with sourdough flatbread.

With its warm atmosphere and Mediterranean inspired setting, ERGON Agora is a great option for a lavish Eid lunch or dinner in Downtown Dubai.

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 HIDDEN CHAMPIONS: SMALL KITCHENS, LOYAL TABLES

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Attributed by Lucas Xie, General Manager of Keeta UAE.

18,000+ repeat orders from a single Dubai outlet on Keeta. That kind of number reflects the power of consistency, customer trust, and loyalty earned quietly over time.

The UAE’s food scene is vast, diverse, and always moving. But beneath the buzz, some of its most devoted customer relationships are being built in the quietest corners, small, independent restaurants that have spent years perfecting a handful of dishes for a following that simply never leaves.

These are not always the restaurants at the center of the loudest conversations, but they are often the ones quietly building the strongest customer loyalty. They are the rice kitchen in a residential neighbourhood whose customers return for the same dish week after week. The family-run restaurant with regulars who have been showing up for years. The cafeteria that has become a familiar gathering place for a close-knit community far from home. Across these businesses, repeat order rates can reach as high as 95% for everyday favourites like coffee, reflecting a level of familiarity, consistency, and trust that keeps customers coming back.

Food as Familiarity

What unites these restaurants is not a category or a cuisine, it is an understanding of their customer. Where larger concepts must be designed for breadth, these restaurants have been built for depth. Their menus are often short, their recipes rarely change, and that consistency is precisely the point. For their customers, ordering is less a decision than a ritual.

In some cases, the ritual becomes almost absolute; some dishes even show a 100% success rate, where every customer who ordered once came back again. It is this kind of behavioural loyalty that defines these smaller kitchens far more than scale ever could.

This dynamic carries particular weight in the UAE, where food is one of the most powerful threads of identity, memory, and belonging in a country of hundreds of nationalities. For many residents, whether long-settled expatriates or newer arrivals, the discovery of a restaurant that tastes like home is not a small thing. It is a point of anchor in a transient city. And once found, it is rarely let go.

Take Bannu Gul Beef Pulao in Dubai, where a single dish has built thousands of loyal repeats from one outlet. Or Nahdi Mandi Restaurant, a small Saudi kitchen in the same city, where a charcoal-grilled Al Faham Mandi keeps drawing the same customers back. And Ummi Sharifa in Ras Al Khaimah, an Emirati home cooking spot whose regulars return with a quiet, unmistakable consistency.

Small Scale, Lasting Impact

The story of these restaurants is also a story of resilience. Independent restaurants have historically relied on word of mouth, a slower, harder road to discovery, but one that tends to produce a particularly committed audience.

When that word-of-mouth customer becomes a delivery customer, something interesting happens. The ritual moves into the home. The frequency can increase. In some cases, this shift is reflected in exceptional repeat behaviour, such as Matcha Strawberry reaching a 93% repeat order rate. And the relationship between restaurant and regular deepens, even without a physical encounter.

What the UAE’s most loyal independent restaurant customers suggest is that there is an appetite, perhaps a growing one, for food with a story behind it. For restaurants where the owner’s family recipe is the entire menu. For dishes that exist nowhere else, because they were never designed to scale.

Platforms as Connectors

This is where platforms like Keeta play a meaningful role. By extending the reach of independent restaurants beyond their immediate neighbourhoods, Keeta gives restaurants like Bannu Gul, Nahdi Mandi, and Ummi Sharifa access to an audience that would otherwise never find them. For the kitchen that has been quietly perfecting its dishes for a decade, digital delivery has become a genuine growth lever, not simply a convenience layer.

As the UAE’s food delivery ecosystem matures, the opportunity for independent restaurants continues to expand. Platforms that surface smaller operators give customers a more complete picture of what the country actually eats, and allow loyalty, to be the currency of discovery. For the restaurants building that loyalty one reorder at a time, that visibility changes everything.

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