Al Naboodah Travel partners with QuadLabs to accelerate digital transformation
Al Naboodah X QuadLabs
This collaboration is set to redefine regional travel distribution through the development of VIATI, an integrated digital ecosystem designed to streamline B2B and B2E operations.
Al Naboodah Travel & Tourism Agencies LLC (ATTA) has announced a strategic partnership with QuadLabs to accelerate its digital transformation and develop next-generation platforms for corporate travel, agency distribution and direct customer engagement.
By leveraging QuadLabs’ travel technology, ATTA will strengthen its digital capabilities, enhance operational efficiency and create a seamless booking experience across the region under its new digital ecosystem, branded VIATI - a next-generation marketplace bringing together its B2B, B2E and future AI driven B2C platforms into one integrated experience.
The new platforms will offer a comprehensive suite of digital solutions, including advanced travel booking capabilities, intelligent workflow automation, policy-driven corporate travel management, integrated mid-office and back-office systems, and powerful reseller tools.
A key focus of the initiative is to strengthen ATTA’s position in both business travel (B2E) and travel trade (B2B). The platforms will provide corporate customers with a modern self-booking environment that supports travel policy compliance, approval workflows and real-time reporting, while equipping travel agency partners with a powerful booking and servicing platform to grow their businesses more efficiently.
The investment forms part of ATTA’s broader digital transformation roadmap, which is designed to increase automation, enhance customer experience, improve operational excellence and position the company for sustainable long-term growth.
Commenting on the partnership, Fahim Jalali, Chief Executive Officer of Al Naboodah Travel & Tourism Agencies, said: “Through the VIATI platform and QuadLabs’ market-leading technology, we are creating a state-of-the-art digital ecosystem that will help us win new business across the corporate travel and travel trade sectors. Our customers and partners will benefit from greater automation, enhanced booking capabilities, improved operational efficiency and an exceptional digital experience. This partnership is about much more than technology. It is about positioning Al Naboodah Travel for the future, strengthening our competitive advantage and creating a scalable platform that will support our continued growth across the UAE and the wider region.”
Gaurav Chiripal, CEO of QuadLabs, added: “Through this partnership, Al Naboodah Travel will be able to scale faster, automate operations and deliver a world-class customer experience by leveraging QuadLabs’ state-of-the-art travel technology. AI is redefining the standards of customer experience across industries, and travellers now expect the same level of intelligence, speed and personalisation when booking and managing travel. With VIATI, we aim to bring the power of agentic AI directly to end users, helping them make bookings, manage journeys and access travel services more efficiently.”
