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Al Tayyar Travel Group becomes Seera Group following rebrand

Al Tayyar Travel Group becomes Seera Group following rebrand

Al Tayyar Travel Group has rebranded and will be known as Seera with immediate effect.

The name and identity of Seera, meaning journey, is the culmination of the company’s transformation efforts, which has seen its operating environment undergo a significant shift.

The new brand name and its logo, symbolising the voyage of a traveller around the world, serves as a reflection of the corporate journey the company has embarked on.

With the Vision 2030 agenda as a driving force, Saudi Arabia is undergoing an economic and social transformation, with the tourism sector set to be a key beneficiary.

Seera is determined to be at the forefront of these positive developments, with the ultimate purpose of opening up the opportunity of travel for all, by connecting cultures.


The group’s portfolio structure has been updated to capitalize on the opportunities in the market, and to better serve the discerning needs of stakeholders and travellers across business-to-business, business-to-consumer and other verticals, with trusted brands, designed to consistently exceed customer expectations.

A key focus for 2019 and beyond will be the continuous growth of the consumer travel business unit, which has unified all consumer-facing travel services under one department.

By working towards a more streamlined offering across digital and retail touchpoints under the Almosafer flagship brand, the consumer travel unit is transforming from a pure play online travel agent, into a fully-fledged omni-channel travel booking services business, which will deliver across all touchpoints, both online and offline.

The group’s travel management business unit will now operate under Elaa, a new brand that will continue to serve as a trusted advisor for corporate and government clients.

Seera’s car rental business unit which operates a fleet of over 8,000 vehicles in Saudi Arabia, will complement the journey of travellers to and within the country under the new brand name Lumi.

Seera’s chief executive, Abdullah Bin Nasser Aldawood, commented on the new brand and portfolio structure: “We are excited for this new chapter that will make our journey as a company even more remarkable.

“Seera as a new identity will help fuel our growth, accelerate our progress and give every employee, stakeholder and every traveller we engage with the opportunity to go further with us.

“With all business units working towards the common goal of opening up the opportunity of travel, we are confident that Seera has the talent, knowledge and capabilities to grow commercially, socially and geographically.”

More Information

The company is considered Saudi Arabia’s Leading Business Travel Agency by voters at the World Travel Awards.