Geneva-based travel technology provider SITA has appointed Frank Jaffé as Senior Vice President of SITA Global Services (SGS), effective 1 June 2026. Jaffé will oversee the division responsible for ensuring uninterrupted operations for airlines and airports worldwide, a role that places him at the center of the industry's growing reliance on managed services.
SGS supports more than 2,500 customers through 24/7 service command centers in Montreal, Singapore, and Cairo. Jaffé will manage a team of over 1,700 service professionals and field engineers from his base in Geneva. His appointment comes as SITA prepares for major global events, including the 2026 Hajj and the FIFA World Cup, where its infrastructure will be tested at scale.
From Amadeus to SITA: A Track Record in Service Optimization
Jaffé previously served as Chief Operating Officer at Odigo, a customer experience platform provider. Before that, he spent years at Amadeus, where he led a team of more than 900 people across 55 sites, driving improvements in efficiency and service quality. His experience in managing large-scale, multi-site operations aligns with SITA's ambition to simplify delivery and support customer growth.
“Technology only matters when it keeps running, and that takes more than good software. It takes skilled people, supported by centralized, AI-powered operations,” Jaffé said in a statement. His emphasis on resilience reflects a broader industry trend: as airlines and airports digitize rapidly, the reliability of underlying IT systems becomes a competitive differentiator.
SITA CEO David Lavorel welcomed Jaffé's appointment, stating, “Frank will make it stronger still,” referring to the company's service arm. Lavorel's confidence underscores the strategic importance of SGS in SITA's portfolio, especially as the company competes with other travel-tech vendors such as Amadeus and Sabre for long-term managed service contracts.
SITA Global Services plays a critical role in managing large-scale events. During the Paris Olympics and the annual Hajj, the division provided round-the-clock support to ensure seamless operations. The team is now preparing for the upcoming Hajj 2026 and the FIFA World Cup, events that will test the scalability of SITA's infrastructure across more than 300 airports in over 100 countries.
Jaffé's leadership is expected to enhance SITA's ability to deliver reliable services, a priority for airline executives and airport operators who increasingly view IT resilience as a boardroom issue. The appointment also signals SITA's commitment to investing in its managed services capabilities, a segment that is growing as carriers seek to outsource non-core functions.
For travel professionals, Jaffé's appointment is a reminder of the critical role that technology partners play in maintaining operational continuity. As the industry rebounds from pandemic disruptions and faces new challenges—from labor shortages to cybersecurity threats—the reliability of systems like passenger processing, baggage handling, and flight operations has never been more important.
SITA's focus on AI-powered operations also aligns with broader trends in travel technology. The company has been investing in predictive analytics and automation to reduce downtime and improve response times. Jaffé's background in scaling service operations positions him to accelerate these efforts.
In a related development, the Malaysia Aviation Group CEO Captain Nasaruddin was appointed to the IATA Board of Governors, highlighting the industry's focus on leadership and governance. Meanwhile, the WTTC Global Summit 2026 in Valletta, Malta will bring together travel leaders to discuss resilience and innovation—themes that resonate with SITA's strategic direction.
As Jaffé takes the helm, the travel industry will watch how SITA leverages its global service network to meet the demands of an increasingly connected and demanding travel ecosystem.
