Korean hospitality AI company ONDA announced on the 9th that it is set to expand into the Middle East and North Africa (MENA) region through its joint venture with UAE-based SEED Group.

ONDA plans to utilize ONDA SEED MENA LLC (ONDA SEED), established in partnership with SEED Group in 2024, to complete localization testing for various hotel solutions in the first half of this year and officially launch its operations.

Last year, ONDA actively participated in major industry events in the Middle East, such as Expand North Star and GITEX 2024. The company earned recognition for showcasing its cutting-edge solutions to key hotel chains across the MENA region and presenting customized digital transformation strategies tailored to the local market.

In particular, ONDA highlighted its core digital transformation technologies for hotels, including ONDA HUB, the centerpiece of its online distribution platform, as well as its Central Reservation System (CRS), Property Management System (PMS), and AI-driven Revenue Management System (RMS). These efforts effectively showcased Korea’s advanced technological capabilities.

SEED Group, a private company led by Sheikh Saeed bin Ahmed Al Maktoum of the UAE Dubai Royal Family, collaborates with businesses worldwide to support their expansion and promote sustainable growth in the Middle East.

Hyunseok Oh, CEO of ONDA, remarked, “Over the past year, we’ve strengthened our local network through initiatives such as participating in seminars hosted by the Dubai Chamber of Commerce, while also creating new business opportunities through strategic partnerships. Starting in 2025, we anticipate significant opportunities for growth and expansion in 2026.”

ONDA is a leading hospitality tech and data company in Korea, covering approximately 60–70% of the country’s online room distribution market. It has built strong partnerships with global tech leaders, having been recognized as a preferred partner for Airbnb and Trip.com, as well as a 2024 Booking.com Advanced Connectivity Partner.

Additionally, ONDA became the first Korean company to rank 34th on the “Global PMS Vendor” list by Skift, a prominent U.S. travel research firm, cementing its position as a trailblazer in the global hotel tech industry.