Amadeus expands strategic technology partnership with Hanatour to accelerate digital transformation and operational efficiency

(IN SHORT) Amadeus has expanded its long-standing partnership with Hanatour, South Korea’s leading travel seller, through a new agreement that will see Hanatour adopt a wide range of modern, AI-powered travel technology solutions to improve customer service and operational efficiency. The collaboration builds on Hanatour’s ongoing digital transformation efforts and aims to support its growth by enabling new travel experiences, enhancing customer engagement, and streamlining internal processes. Both Hanatour CEO Misun Song and Amadeus executive Javier Laforgue emphasized the strategic importance of the partnership in a market known for its advanced digital travel adoption, with Amadeus also committing to provide specialized professional services and consulting alongside its technology.

(PRESS RELEASE) MADRID, Spain, 2026-Feb-2 — /Travel PR News/ — Amadeus, a global leader in travel technology, has deepened its partnership with Hanatour, South Korea’s largest travel seller, through an expanded technology collaboration designed to enhance customer experience and improve operational performance. Under the renewed agreement, Hanatour will integrate a broad portfolio of advanced Amadeus solutions to better serve changing traveler expectations while increasing efficiency across its business operations.

The strengthened collaboration reflects Hanatour’s ongoing commitment to digital transformation as the company seeks to modernize its systems and adapt to the rapidly evolving travel landscape in South Korea and beyond. By leveraging Amadeus’ technology, Hanatour aims to create more seamless, personalized, and efficient travel services while optimizing internal workflows and processes.

Misun Song, Chief Executive Officer of Hanatour, highlighted the strategic importance of the partnership, noting that Amadeus’ innovative solutions have played a significant role in the company’s success both domestically and across the Asia-Pacific region. She emphasized that the continued collaboration, formalized today by both parties, will support Hanatour’s future growth and technological advancement as travel demand continues to rise in South Korea.

Javier Laforgue, Executive Vice President of the Travel Unit and Managing Director for Asia Pacific at Amadeus, underscored the long-standing nature of the relationship, describing Hanatour as one of Amadeus’ earliest partners in South Korea, a market known for its leadership in digital travel adoption. He explained that the expanded agreement is designed to support Hanatour’s growth strategy by enabling the development of new travel experiences, strengthening customer service capabilities, and driving greater operational efficiencies.

As part of the agreement, Amadeus will provide Hanatour with its most advanced artificial intelligence-powered technologies, alongside specialized professional services and consulting support. These tools and services are intended to help Hanatour further enhance its technology infrastructure, refine its customer engagement strategies, and streamline its internal operations in an increasingly competitive travel market.

Media contact:
Shirlynn Oh
Corporate Communications

SOURCE: Amadeus IT Group SA