Full Video: Almosafer CEO on the Future of AI-Driven Travel in the Middle East
Photo Credit: Muzzammil Ahussain, CEO of Almosafer, in conversation with Skift CEO Rafat Ali at Skift Global Forum East on October 30, 2025 in Abu Dhabi. Skift
Skift Take
Almosafer wants to prove that it can move AI from buzzword to operating system. With widespread internal adoption and regional momentum, the Middle East’s biggest travel company is setting the standard for how AI can scale across every layer of the travel business.
Muzzammil Ahussain, CEO of Almosafer, the Middle East’s largest travel brand, joined Skift CEO Rafat Ali on stage at the Skift Global Forum East on October 30, 2025, in Abu Dhabi.
During their conversation, Ahussain detailed how Almosafer is embedding AI across the entire organization — from back-office operations to customer service and marketing.
The company now has more than 100 AI initiatives underway and over 100 AI agents live, all aimed at boosting productivity, personalization, and automation. A major focus area is Almosafer’s WhatsApp sales and service channel, which already drives up to 10% of daily bookings.
Ahussain highlighted the company’s commitment to experimentation, cross-team integration, and upskilling employees in AI tools and prompt engineering. He also noted that Saudi Arabia and the UAE are seeing particularly high adoption of generative AI, and predicted that AI will continue to transform how travel companies serve, engage, and market to consumers across the region.
