Lamar Travel Company

What Lamar Travel Company does

Lamar Travel Company is a privately held Saudi Arabian travel management company headquartered in Riyadh, operating under Zahran Holding Company. The company traces its origins to Zahran Travel and Tourism, founded in 1988, and was rebranded to Lamar Travel in 2014. It provides a comprehensive portfolio of travel services including flight bookings (economy through first class and residence suites), private jet charter, accommodation, VIP meet-and-assist, VIP lounge access, chauffeur drive, car rental, bespoke VIP services, MICE (meetings, incentives, conferences, and events), holiday packages, and luxury cruise holidays.

The company's technology stack centers on three digital surfaces: a consumer-facing booking website (lamar-travel.com) for flights, hotels, transfers, and activities; a dedicated B2B2E corporate portal (b2b2e.lamar-travel.com) for enterprise account management; and the I Book Holiday (DMCC) consumer platform, a sister brand under Zahran Holding Company that dynamically assembles holiday packages based on real-time availability of hotel rooms, flights, sightseeing, and transfers. The underlying differentiator described for these systems is integration and ease of use rather than AI. Lamar Travel is IATA accredited, holds no disclosed patents, and operates physical branches in Riyadh, Jeddah, and Dammam.

Lamar Travel generates revenue primarily through transaction-based commissions on booked travel services (flights, accommodation, transfers, activities) combined with professional service fees for corporate account management and MICE engagements. Its go-to-market combines enterprise field sales via 30 dedicated implants serving corporate, VIP, and government accounts with direct-to-consumer online booking through its digital properties. Primary customer segments are corporate accounts (primary), VIP clients (primary), local government accounts, and individual travelers, with a 24/7 corporate service offering. The company employs 80 qualified professionals across its three Saudi branches and serves MENA with claimed global reach through supplier partnerships.

Name

Lamar Travel Company

Legal name

Lamar Travel

Website

https://lamar-travel.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Lamar Travel Company is a Riyadh-based, IATA-accredited travel management firm under Zahran Holding Company that provides corporate, VIP, government, and consumer travel services across Saudi Arabia via branches in Riyadh, Jeddah, and Dammam and digital platforms including a B2B2E portal and the I Book Holiday consumer platform.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Travel Agencies (561510), Passenger Car Rental (532111), Limousine Service (485320)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Online/Hybrid Corporate Travel Agencies (Self-Booking + Support) (THAKACAB)

akta.pro secondary industries

Cruise Retail Travel Agencies (THAKABAF), Tours, Activities & Experiences Booking Marketplaces (THALAFAF), Wholesale Distribution Platforms & Switches (B2B Booking Engines/Marketplaces) (THAKAJAG)

Keywords

• Luxury travel services
• Corporate travel management
• Flight booking services
• MICE event planning
• VIP travel concierge

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Travel Services Commission: Earning commissions on booked travel services including flights, accommodation, car rentals, transfers, and activities through their platform
2. Luxury and VIP Services: Premium services including private jets, VIP meet and assist, VIP lounge access, chauffeur drive, and bespoke VIP services
3. Corporate Account Management: Dedicated corporate account services with 30 implants serving corporate, VIP, and government clients
4. MICE Services: Meetings, Incentives, Conferences and Events management services

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Lamar Travel Company is an IATA-accredited travel agency that sells and arranges flights, private jets, accommodation, VIP meet-and-assist, VIP lounge access, chauffeur drive, car rental, bespoke VIP services, MICE (meetings, incentives, conferences, and events), customized holidays, and luxury cruise packages. It serves both corporate accounts through a dedicated B2B2E portal with field-based account managers, and individual/VIP/government clients through its consumer website, branches in Riyadh, Jeddah, and Dammam, and the I Book Holiday sub-brand.

Product overview

Lamar Travel Company is a luxury travel solutions provider operating since 1988 (originally as Zahran Travel and Tourism). The company offers a comprehensive portfolio of travel services including Flights, Private Jets, Accommodation, VIP Meet and Assist, VIP Lounge, Chauffeur Drive, Car Rental, VIP Services, MICE, Holidays, and Luxury Cruise Holidays. The company operates two digital platforms: the consumer-facing I Book Holiday sub-brand (an online reservation platform enabling dynamic holiday package customization) and a B2B2E Platform for corporate clients. With 30 implants dedicated to corporate, VIP, and government accounts, and 80 qualified professionals, Lamar Travel delivers services across Saudi Arabia (Riyadh, Jeddah, Dammam) and globally through IATA accreditation.

Differentiator

Problem solved

Functional benefit

Brands

• I Book Holiday: A unique online reservation platform designed for end consumers featuring dynamic holiday packages based on availability of hotel rooms, flights, sightseeing and transfers.

Products and services

• Flights Flight booking service offering Residence Suites, First Class, Business Class, and Economy Class options with guaranteed low prices and secure booking, available to individual travelers and corporate clients.
• Private Jets Private jet rental for business and leisure travelers, featuring time-efficient check-ins, access to private terminals, and luxurious cabin interiors for complete privacy.
• Accommodation Hotel, apartment, villa, and chalet booking service for beach holidays, weekend getaways, honeymoons, and business travel.
• VIP Meet and Assist Airport assistance services including meet and greet, flight assistance, and airport support for VIPs, families, and elderly passengers.
• VIP Lounge Airport lounge access services for VIPs, celebrities, and corporate groups, providing a seamless airport experience.
• Chauffeur Drive Professional ground transportation with licensed and insured drivers, offering economy to luxury fleets including minivans and buses globally.
• Car Rental Global car rental service partnering with affordable and trusted worldwide car rental companies across Europe, Asia, South America, and other destinations.
• VIP Services Bespoke luxury services including VIP event access, personal consultants, personalized city tours, luxury vehicle experiences, yacht charters, and event organization.
• MICE Meetings, Incentives, Conferences, and Events planning services with professional setup and arrangements for successful corporate events worldwide.
• Holidays Customized vacation packages including beach holidays, honeymoons, business trips, and summer holidays tailored to individual preferences.
• Luxury Cruise Holidays Luxury cruise vacation packages featuring family-friendly activities, diverse dining venues, entertainment, and all-inclusive cruise fares.
• B2B2E Platform Business-to-business-to-employee platform providing corporate travel management with login access for corporate clients to manage bookings.
• I Book Holiday Online reservation platform for end consumers enabling dynamic holiday package customization with real-time availability of hotel rooms, flights, sightseeing, and transfers for instant booking.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• I Book Holiday (DMCC)coreStrategic or Co-development PartnerRelated company under Zahran Holding Company operating a unique consumer website with dynamic holiday package generation capability. Features online reservation platform allowing clients to book and customize travel packages including hotel rooms, flights, sightseeing and transfers without travel agency engagement.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Almosafer: Saudi Arabia-based travel agency (part of Seera Group) offering flights, hotels, holidays and corporate travel. Most direct local competitor with overlapping corporate, leisure, and MENA-wide operations.
• Tajawal: Online travel agency operating in Saudi Arabia and the wider MENA region, offering flights, hotels, and holiday packages. Direct competitor in the consumer-facing booking segment.
• Musafir: UAE-based online travel agency offering flights, hotels, holidays, and corporate travel across MENA. Comparable in product mix and target market, particularly for Gulf corporate and VIP clients.
• Mawasem: Saudi travel brand under Seera Group specializing in Umrah and leisure packages. Overlaps with Lamar's holiday and MICE offerings within the Saudi market.
• Seera Group (Al Mousim Travel & Tourism): Saudi-listed travel and tourism group encompassing Al Mousim Travel, Tajawal, and Mawasem. Comparable vertically integrated Saudi travel agency with similar corporate, leisure, and Hajj/Umrah offerings.
• Al Rostamani Travel & Tourism: UAE-based corporate travel management and leisure agency, comparable in VIP/corporate focus and Gulf regional footprint. Competes for the same enterprise and HNW segments.

Emerging players

• Rehlat: MENA-focused online travel aggregator offering flights and hotels across the region. Comparable as a digital-first competitor to Lamar's consumer-facing platform in the same geographies.
• Wego: META-region online travel marketplace with strong MENA presence, comparing to Lamar's I Book Holiday platform in flights and hotels aggregation.

Broad incumbents

• dnata Travel: Global travel management company and part of Emirates Group, operating in the Middle East. Comparable as a corporate TMC and leisure agency with broader portfolio and international scale.
• Booking.com: Global OTA dominating accommodation and increasingly flights and experiences. Represents the structural disintermediation threat that Lamar's agency model must defend against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LamarTravelltd
• Facebookfacebook.com/lamartravelKSA
• LinkedInlinkedin.com/company/lamar-travel

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lamar Travel Company