Seera Group Holdings Co.

What Seera Group Holdings Co. does

Seera Group Holdings Co. is a publicly listed Saudi strategic investment holding company (Tadawul ticker 1810) headquartered in Riyadh, operating a diversified portfolio of travel, mobility, hospitality, and investment businesses across Saudi Arabia, the UAE, and the UK. The company's core segments are Almosafer (an integrated travel platform consolidating consumer travel, corporate and government travel management, destination management, and Hajj & Umrah services under one digital-first brand), Lumi Rental Company (a car rental and leasing operator with a fleet of 24,000+ vehicles, of which a 30% stake was listed on Tadawul in September 2023), Portman Travel Group (a UK-based technology-led travel sector specialist), a hospitality business with properties across Jeddah, Riyadh, and Makkah operating under Choice Hotels EMEA and IHG partnerships, and a strategic investments arm holding assets such as Riyadh Front exhibition space and a Kayanat Business Park interest.

The business operates an omni-channel distribution model combining digital platforms (mobile apps, web portals, WhatsApp Business) with physical retail travel stores, call centers, and dedicated corporate portals. Revenue is generated primarily through transaction-based fees and commissions on flight, hotel, and package bookings (Almosafer net booking value of SAR 2 billion in Q3 2023), short-term rentals and long-term fleet leasing (Lumi), recurring hotel operations, and returns from strategic investments including the successful SAR 1.78 billion exit from Careem in 2019. Proprietary technology assets include the first-in-Saudi deployment of Amadeus post-booking technology (robotics auto-ticketing reducing reissuance time to under five minutes), a direct integration with flyadeal, and digital platforms that recorded 32 million sessions in Q1 2022.

Seera's stated strategy, revised in November 2023, repositions the parent from an operating holding company to a strategic investor governing its portfolio with capital allocation discipline, aiming to deliver sustainable shareholder returns through portfolio optimization. Its subsidiaries serve individual travelers, corporate and government entities, religious pilgrims, fleet operators, and inbound tourists, with the overall portfolio explicitly aligned to Saudi Vision 2030 tourism and mobility objectives.

Name

Seera Group Holdings Co.

Legal name

Seera Group Holding Co.

Website

https://seera.sa

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Seera Group Holdings Co. is a Saudi-listed strategic investment holding company operating a diversified portfolio of travel (Almosafer), car rental and leasing (Lumi), UK travel (Portman), hospitality, and investment businesses serving consumers, corporates, government entities, and pilgrims across Saudi Arabia, the UAE, and the UK.

Ownership category

akta.pro rank

Product category

Travel and Tourism Services

NAICS

Travel Agencies (561510), Travel Agencies (56151), Travel Arrangement and Reservation Services (5615), Tour Operators (561520)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Membership Organizations (8600)

akta.pro primary industry

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

akta.pro secondary industries

Meetings & Group Travel Management (Corporate Groups) (THAKAMAC), Meetings & Group Travel Management (Corporate/MICE) (THALANAH), Luxury Travel Agencies (THAKAFAA), Corporate Travel & Accommodation Coordination (HSACADAL)

Keywords

• Online travel agency
• Car rental leasing
• Corporate travel management
• Destination management services
• Hospitality hotel operations

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Travel Platform (Almosafer): Consumer and business travel booking services generating revenue through transaction fees and commissions on flight, hotel, and package bookings. Net booking value of SAR 2 billion in Q3 2023 with EBITDA of SAR 28 million. Expected to exceed SAR 10 billion in booking value by 2025.
2. Car Rental & Leasing (Lumi): Car rental and leasing services with over 24,000 vehicles. Revenue stream includes short-term rentals and long-term fleet leasing agreements. IPO'd 30% stake on Tadawul in September 2023. Expected fleet size of 35,000 vehicles by 2025 with 50% EBITDA margin.
3. Hospitality: Hotel ownership and operation network across Saudi Arabia including properties in Jeddah, Riyadh, and Makkah. Operates under brands including Clarion Hotel and Comfort Hotel through Choice Hotels EMEA partnership.
4. UK Travel Investment (Portman Travel Group): UK-based travel business with portfolio of luxury, business and sports travel companies. Growing at CAGR of approximately 50% on booking value until 2025 with expected 3% EBITDA margin.
5. Investments: Strategic investments including Riyadh Front exhibition space, real estate, equity and debt investments. Previous successful exit from Careem at SAR 1.8 billion. Investment in Kayanat Business Park through Istithmar Capital.

Go-to-market motion3 records

Distribution channels10 records

Marketing channels7 records

Core offering

Seera Group is a strategic investor and operator in travel, mobility, and tourism, with a portfolio built around Almosafer (consumer, business, Hajj & Umrah, and inbound destination management travel services), Lumi (car rental and fleet leasing), Portman Travel Group (UK-based luxury/business/sports travel), and a hospitality network of Clarion, Comfort, and voco hotels across Saudi Arabia. The group sells travel bookings, car rentals and leases, hotel stays, and pilgrimage packages primarily to Saudi consumers, government and corporate clients, and inbound tourists.

Product overview

Seera Group Holdings Co. operates as a strategic investor with a diversified portfolio of Saudi champions across five core segments: (1) Travel Platform (Almosafer) - Saudi Arabia's leading travel company consolidating consumer travel, business travel, destination management, and Hajj & Umrah services; (2) Car Rental (Lumi) - one of the leading car rental and leasing companies in the Kingdom with 24,000+ vehicles, now partially listed on Tadawul; (3) UK Travel Investment (Portman Travel Group) - technology-led travel specialist; (4) Hospitality - owned and operated hotel network across Saudi Arabia; and (5) Investments - strategic investments in real estate, equity, and debt including Riyadh Front and Kayanat Business Park. The portfolio operates under the Seera brand identity launched in 2019, having evolved from Al Tayyar Travel Group.

Differentiator

Problem solved

Functional benefit

Products and services

• Almosafer Travel Platform Integrated online and omni-channel travel platform serving consumers, businesses, government clients, pilgrims, and inbound tourists in Saudi Arabia, with flight, hotel, package, visa, and travel advisory services.
• Lumi Car Rental and Leasing Car rental, long-term fleet leasing, and used car sales for individuals, corporates, and government entities in Saudi Arabia, supported by a mobile app and physical outlets.
• Portman Travel Group UK-based technology-led travel sector specialist offering a portfolio of complementary travel companies focused on luxury, business, and sports travel across European and global markets.
• Seera Hospitality Hotels Owned-and-operated hotel network across Saudi Arabia including Clarion, Comfort, and voco branded properties in Jeddah, Riyadh, and Makkah under partnerships with Choice Hotels EMEA and IHG.
• Mawasim Hajj and Umrah Services Wholesale tour operator providing integrated Hajj and Umrah pilgrimage solutions including visa processing, accommodation, ground transportation, and MICE services for large religious events.
• Discover Saudi Destination Management Integrated destination management company serving inbound tourists in Saudi Arabia with travel, transportation, accommodation, and event services supporting Vision 2030 tourism goals.
• Tajawal Online Travel Agency UAE-focused online travel agency serving regional consumers with flight, hotel, and package bookings as part of Almosafer's regional expansion.
• Etlal Corporate Travel Management Corporate travel management company providing centralized business travel services, policy compliance, and reporting for businesses and government entities in Saudi Arabia.
• Lumi Used Car Sales Showrooms Retail showrooms in Riyadh and Jeddah selling pre-owned vehicles with digital and physical fulfillment channels.

Quantifiable outcome

• Revenue increased 165% from SAR 186 million in Q1 2021 to SAR 493 million in Q1 2022
• +7 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Saudi Post | SPLcoreOthers · 8 June 2023Vehicle leasing agreement to supply 855 vehicles including 795 commercial vans, 40 SUVs, and 20 sedans for Saudi Post logistics operations. SAR 42 million value with 34-month term effective May 2023. Consolidates Lumi's position as vehicle provider of choice to important government agencies in Saudi Arabia's SAR 1.8 billion vehicle leasing market.
• Air Connectivity Program (Saudi Arabia)minorStrategic or Co-development Partner · 5 October 2022Partnership with Saudi government initiative to enhance tourism air connectivity. Seera sources and operates charter flights from Dubai and Kuwait to Riyadh and Jeddah, and from Doha to AlUla during winter peak season (November 2022 - March 2023). Almosafer supports sales and marketing on its platforms with dedicated white-label platform.
• flyadealcoreTechnology or Integration · 28 July 2022Direct integration agreement - Seera's first in Saudi Arabia - connecting Almosafer's booking engines with flyadeal's reservation system. Creates direct channel for full range of flyadeal products including fare families and ancillaries (meals, baggage). Streamlines booking changes and reduces manual tasks for Seera agents while expanding flyadeal's distribution reach.
• AmadeuscoreTechnology or Integration · 12 May 2022Technology partnership launching post-booking technology in Saudi Arabia. Advanced solutions include ticket changing technology and robotics auto ticketing module that reduces ticket reissuance processing time to under five minutes. First in Kingdom to use Amadeus post-booking technologies for reissuing tickets and for Saudi government entities.
• AlUla Development CompanycoreStrategic or Co-development Partner · 2 February 2022Joint venture to develop and operate a 215-key Clarion Hotel in AlUla's central business district. Project cost estimated at SAR 170 million on 9,000 sqm land leased from UDC. Seera's Equinox Development Management handles development while CHME manages branding and operations. Targets business travelers and professionals visiting AlUla's increasing events.
• Choice Hotels EMEAcoreStrategic or Co-development Partner · 22 January 2022Partnership agreement to open at least ten hotels in Saudi Arabia within five years. Seera's CHME subsidiary operates Clarion Jeddah Airport (200 rooms) and Comfort King Road Jeddah (125 extended stay suites) under this partnership, with focus on business and leisure travelers in prime locations supporting Saudi Vision 2030 tourism objectives.
• InterContinental Hotels Group (IHG)coreStrategic or Co-development Partner · 28 April 2019Global partnership providing Seera access to IHG's portfolio of 15 brands and over 5,600 hotels in 100+ countries for leisure travel category. Seera gains automated real-time pricing and inventory access, while IHG reaches Seera's extensive regional network of retail branches, call centers, and leading travel brands Almosafer and Tajawal.
• Abdul Latif Jameel Motors (Toyota)minorOthersStrong relationships with major international car dealerships in Saudi Arabia enabling Lumi to offer full fleet customization to corporate and government customers with competitive pricing and well-maintained vehicles.
• Almajdouie (Hyundai)minorOthersStrong relationships with major international car dealerships in Saudi Arabia enabling Lumi to offer full fleet customization to corporate and government customers.
• Mohamed Yousuf Naghi Motors (BMW)minorOthersStrong relationships with major international car dealerships in Saudi Arabia enabling Lumi to offer full fleet customization to corporate and government customers.
• Manahel International (Nissan)minorOthersStrong relationships with major international car dealerships in Saudi Arabia enabling Lumi to offer full fleet customization to corporate and government customers.

Scale indicators24 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Wego: Middle East-headquartered travel metasearch and OTA platform. Closest regional direct competitor to Almosafer, competing on flights, hotels, and packages for the same GCC traveler base.
• MakeMyTrip: India's leading online travel company with dominant domestic share and outbound corporate travel. Directly comparable to Almosafer in OTA platform economics, digital-led growth, and emerging-market consumer travel behavior.
• Theeb Rent a Car: Leading Saudi car rental company listed on Tadawul, directly competing with Lumi in retail and corporate rental across the Kingdom with comparable fleet scale and government / corporate client base.

Broad incumbents

• Expedia Group: Major global OTA operating Expedia, Hotels.com, Vrbo, and B2B partner programs. Directly comparable business model to Almosafer in consumer and corporate travel intermediation, with similar commission economics and supplier relationships.
• Hertz Global Holdings: Global car rental leader with airport and corporate leasing operations. Comparable to Lumi in business model and fleet management, but at much greater global scale and via franchise networks rather than direct country-by-country footprint.
• Trip.com Group: Asia-headquartered global OTA with strong outbound travel franchise across Asia-Pacific. Comparable to Almosafer in the Asian outbound travel segment that feeds Saudi inbound tourism, and in package tour and corporate travel offerings.
• Booking Holdings: Global OTA conglomerate operating Booking.com, Priceline, Agoda, and KAYAK. Comparable to Seera's Almosafer as a digital travel platform, though vastly larger, more international, and with a broader brand portfolio rather than a single-region focus.

Others

• IHG Hotels & Resorts: Global hotel franchisor with 5,600+ hotels and 15 brands. Strategic partner to Seera's Almosafer and CHME under the 2019 global partnership providing inventory and pricing access comparable to Seera's owned Clarion and Comfort properties.
• Choice Hotels International: US franchisor of mid-scale and upscale hotel brands including Clarion and Comfort. Strategic partner to Seera's CHME hospitality arm under the Choice Hotels EMEA agreement to open 10+ hotels in Saudi Arabia, with comparable brand economics.

Regional players

• AlSalam Group: Saudi conglomerate with adjacent travel, hospitality, and trading businesses. Comparable as a diversified Saudi investment holding group, though with greater focus on logistics and a different geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/seera
• LinkedInlinkedin.com/company/seera-group
• Instagraminstagram.com/seeragroup
• Facebookfacebook.com/Seera-group-100066418632455

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 records

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 Seera Group Holdings Co.