AI and integrated mobility shape Gulf travel’s next chapter, says Amadeus

Jamel Chandoul explores how AI assistants, integrated mobility platforms and personalised loyalty rewards can shape seamless travel across the Gulf.

Connected mobility is becoming central to the Gulf’s travel ambitions, bringing AI-powered assistants, autonomous transport and integrated booking platforms into sharper focus. Delivering a seamless journey will depend on collaboration across airlines, airports, transport authorities and technology providers, alongside traveller trust, affordability and convenience.

Jamel Chandoul, Regional Senior Vice President, EMEA Travel Sellers, Amadeus, discusses how digital platforms can connect different modes of transport, support more sustainable choices and make loyalty rewards more relevant throughout the journey. Chandoul also examines the infrastructure and partnerships needed to translate demand for smarter travel into practical, connected services across the region.

Interview excerpts

What would it take for the Gulf to become a global proving ground for autonomous vehicles and drone taxis?
The Gulf is arguably already moving from proving ground to early deployment market. Globally, our research found that 48% of travellers would consider autonomous vehicles and 45% would consider drone taxis, but in the UAE these technologies are no longer purely hypothetical. Dubai has moved into commercial autonomous taxi operations, has set a target for 25% of journeys to be autonomous by 2030, and has committed air-taxi programmes progressing toward commercial deployment. The next stage is about scaling trust and integration. Success will depend not just on the vehicles themselves, but on regulation, safety, digital infrastructure and how easily new services connect with airports, airlines, public transport and existing mobility platforms.

The Gulf has an advantage because governments, transport authorities and private operators can collaborate at ecosystem level rather than introducing services in isolation.

How is Amadeus preparing EMEA travel partners to meet the rising demand for AI-powered travel assistants?
The demand signal is very clear. Globally, 68% of travellers say they are likely to use an AI-powered travel assistant, rising to 74% among business travellers, while 86% see AI as useful before a trip and 84% during it. In the UAE and Saudi Arabia, regional research suggests AI adoption is already particularly advanced, with nearly three-quarters of travellers having used AI to research or plan a 2026 holiday. For Amadeus, preparing travel partners means making the underlying travel content, availability and servicing capabilities accessible in ways that AI-powered interfaces can use. The Amadeus Mobility platform brings together real-time content from multiple providers, while solutions such as Cars Quick-Connect and Transfers Quick-Connect simplify connectivity for travel sellers. The objective is ultimately to make AI useful across the whole journey, from recommendations and booking through to real-time changes and personalised support. Trust must also underpin adoption. Our regional research shows that travellers are comfortable using AI for discovery and recommendations, but are still more cautious about handing over complete control of a transaction. The near-term opportunity is therefore likely to be AI that assists and anticipates, while keeping the traveller in control.

With over 60% of travellers willing to pay more for sustainable options, how far can that appetite realistically shift the Gulf’s ground transport mix?
Traveller demand can accelerate the shift, but price and practicality will remain decisive. Globally, 62% of travellers say they would pay more for sustainable mobility, but 46% say only “a little more,” compared with 16% willing to pay significantly more. The findings tell us sustainability matters, but it still has to compete with affordability and convenience. Such nuance is especially relevant in the Gulf. Around 83% of UAE and Saudi travellers say they consider environmental impact when booking travel, yet the motivations for adopting electric mobility are broader than sustainability alone: lower running costs are the leading EV driver in the UAE, while advanced technology is particularly important in Saudi Arabia. Practical barriers also include charging infrastructure and the effect of extreme heat on EV energy consumption. So the strongest route to changing the transport mix is likely to be making lower-emission options competitive on cost, technology and convenience, rather than expecting travellers to choose them simply because they are greener.

How close is the industry to delivering real-time, cross-modal loyalty rewards instead of simple points collection?
The technology and consumer appetite are increasingly there, but the industry still needs greater integration between providers. Our research shows that nearly seven in ten travellers consider loyalty important when choosing mobility providers, while 47% of those who value loyalty want real-time offers during their trip, 37% want personalised rewards and 34% want seamless point redemption across different transport modes. The Gulf is a particularly interesting market because consumers are already familiar with sophisticated ecosystem-based loyalty models. The regional loyalty market is expected to reach around US$3.4 billion in 2026, and programmes such as Etihad Guest, Careem Plus and Saudi Arabia’s Qitaf already extend rewards beyond a single transaction or category. The next step is connecting these ecosystems more deeply. Amadeus Mobility can support this by allowing traveller loyalty information to move with the booking, helping providers recognise status and present customised rates, services or rewards.

The end goal is loyalty that responds to where someone is in their journey, rather than simply awarding points after it ends.

What role should Gulf airlines, airports and government transport bodies play in scaling Mobility-as-a-Service platforms?
Gulf airlines, airports and government transport bodies have to act as ecosystem partners rather than individual service providers. Globally, 87% of travellers say integrated mobility services are useful, and 56% would consider Mobility-as-a-Service platforms that bring different transport modes into a single planning, booking and payment experience. Dubai already offers a strong indication of what that can look like. RTA’s S’hail platform brings metro, tram, taxis, ride-hailing and micromobility into a common journey-planning layer, while public transport, shared mobility and taxi usage reached more than 802 million trips in 2025. To scale that model across the Gulf, government transport authorities can provide the regulatory framework, common standards and infrastructure; airports can become multimodal interchange points rather than simply aviation hubs; and airlines can extend their role beyond the flight by integrating first- and last-mile mobility into the wider passenger journey. Technology providers such as Amadeus can help connect that content and make it bookable and serviceable through a consistent digital layer.