Seera Group
“Can a legacy GCC travel conglomerate transform into a tech-driven investment holding company that grows Almosafer into the dominant digital OTA in Saudi Arabia while monetising Lumi and Portman as standalone market leaders?”
Founded as Al Tayyar Travel Group, one of the largest traditional travel agencies in Saudi Arabia and the Gulf. In 2019, the company rebranded to Seera Group and pivoted to a tech-driven holding structure, spinning up Almosafer as a digital-first OTA and Lumi as a car rental platform. Post-COVID, it restructured aggressively — listing Lumi, acquiring Portman Travel Group in the UK, and pivoting the parent into an engaged investment holding company focused on portfolio monetisation, deleveraging, and minimum 15% IRR on new investments. The embedded finance story is narrow: Checkout.com powers digital payment acceptance across the travel booking funnel.