In pursuit of establishing its footprint in the Middle East, ONDA has actively engaged in major industry exhibitions such as Expand North Star and GITEX 2024. Credit: ONDA/ Business Wire.

South Korean AI and data-driven hospitality technology company ONDA has partnered with the UAE-based Seed Group to establish a joint venture, marking its expansion into the Middle East.  

The collaboration aims to leverage Seed Group’s extensive regional networks to accelerate ONDA’s entry into this new market.  

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Furthermore, ONDA is set to complete SaaS localisation testing of its proprietary technology by the first half of 2025, enhancing its regional presence through a diversified marketing strategy. 

ONDA CEO Kevin Oh said, “ONDA has strengthened its local networks by participating in the seminar hosted by Dubai Chambers and created additional business opportunities through strategic partnerships. 

“The latest move is the fruitful result of our ceaseless efforts to enter the Middle Eastern market and represents the beginning of a new chapter. 

“It is expected to serve as our new growth engine in the MENA (Middle East and North Africa) region’s promising hospitality market.” 

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In February, this year the SEED group took a significant step to enhance the travel industry in the Middle East and North Africa (MENA) region and formed a partnership with Seoul-based hospitality tech start-up ONDA. 

ONDA’s innovative approach has fostered strong partnerships with global technology leaders, earning accolades such as becoming the first Airbnb and Trip.com Excellent Partner in Korea and being named a 2024 Booking.com Advanced Connectivity Partner.  

Additionally, ONDA stands out as the first Korean company to be ranked 34th on the Global PMS Vendor list by US travel research company Skift, underlining its ambition to become a dominant player in the international hotel technology arena. 

In pursuit of establishing its footprint in the Middle East, ONDA has actively engaged in major industry exhibitions such as Expand North Star and GITEX 2024.  

These platforms have allowed ONDA to showcase its cutting-edge solutions to prominent hotel chains and present digital transformation strategies customised for the local market.  

The company is making significant headway in the region by introducing flagship technologies like ONDA HUB, which lies at the heart of its online distribution platform business, along with other key systems like its Central Reservation System (CRS) and Property Management System (PMS). 

In February 2024, ONDA signed a tourism-focused memorandum of understanding with Dunqian International, a Taiwan-based smart hotel group. 

The agreement facilitates the distribution of Dunqian’s hotel inventory through South Korean online sales channels and aims to provide South Korean tourists with hospitality experiences at competitive prices, thereby stimulating increased tourism demand in Taiwan.