Travel technology giant Amadeus and South Korea's leading online travel platform Myrealtrip have signed a global agreement to deepen their strategic collaboration, focusing on artificial intelligence to drive personalization and operational efficiency. The deal, inked at Amadeus' Singapore office, marks a significant step in Myrealtrip's evolution as an AI-native travel platform.
Under the expanded partnership, Myrealtrip will integrate Amadeus' AI-powered solutions to enhance retailing capabilities, offering travelers a more tailored booking experience. The agreement also includes the expansion of non-air content—such as hotels, tours, and activities—on Myrealtrip's platform, broadening its inventory beyond flights. Additionally, the companies will explore the use of Amadeus Hey!, a traveler engagement tool, to improve communication and service delivery throughout the customer journey.
Strategic Significance for APAC Travel
Myrealtrip, founded in 2012, has grown to over 10 million registered users and achieved its first annual profit in 2024. The partnership positions Amadeus as a key technology partner in Myrealtrip's growth strategy, particularly as the platform seeks to compete with global OTA giants in the Asia-Pacific region. The collaboration also reflects broader industry trends where travel technology vendors are leveraging AI to create more connected and intelligent ecosystems, similar to initiatives seen in PHAL's recent agentic AI advisory for hospitality.
Donggun Lee, CEO of Myrealtrip, emphasized the transformative potential of the deal: "By collaborating closely on AI-driven capabilities, advanced search, and an expanded portfolio of non-air content, we are strengthening our technology capabilities as an AI-native travel platform." The move is expected to enhance Myrealtrip's ability to offer personalized recommendations and streamline operations, key factors in retaining customer loyalty in a competitive market.
Renaud Nicolle, Senior Vice President, Travel Sellers, APAC at Amadeus, added: "As AI continues to transform the travel ecosystem, we’re focused on enabling partners with the intelligent, connected capabilities needed to personalise experiences and drive smarter operations." This aligns with Amadeus' broader strategy to embed AI across its product suite, from search and booking to post-travel engagement.
The partnership also comes at a time when global travel demand remains resilient despite geopolitical uncertainties, as noted in recent industry analysis. For Myrealtrip, the ability to offer a comprehensive travel ecosystem—including hotels, tours, and activities—could help capture a larger share of the outbound Korean market, which has shown strong recovery post-pandemic.
Industry observers see this as a win-win: Amadeus gains a foothold in Korea's fast-growing OTA sector, while Myrealtrip accesses cutting-edge technology to scale efficiently. The partnership may also pave the way for similar collaborations across the APAC region, where travel tech adoption is accelerating.
