Singapore-based travel group Pacific Arena has selected the Amadeus Travel Platform as its primary booking and servicing technology, marking a major step in its operational modernisation. The agreement will replace the company’s existing multi-system environment with a single platform intended to improve efficiency, broaden content access and support more personalised traveller experiences.
Founded in 1976, Pacific Arena serves corporate clients, leisure travellers, cruise customers and MICE audiences through brands including PriceBreaker, Accolade, Cruise Arena and ATG Travel. As it marks 50 years in business, the group will migrate from its current global distribution systems to consolidate operations across its business lines onto Amadeus’s technology foundation.
Under the agreement, Pacific Arena will use the Amadeus Travel Platform to connect with travel content providers, sellers and partners across air, hotel, rail, cruise and destination experiences through one streamlined interface. The company will also deploy Amadeus Robotics and Productivity Suite solutions to automate operational tasks and enhance customer service.
Amadeus Robotics automates agency tasks related to queues, passenger name records and ticket issuance, helping front-line staff free up time and improve productivity. The Productivity Suite adds workflow tools designed to speed up complex and repetitive tasks, improve booking-data quality and standardise business processes.
“As we mark 50 years of travel excellence, we are investing in the right technology to carry Pacific Arena confidently into the next 50,” said Cheryl Chung, vice president at Pacific Arena. “Amadeus gives us a platform that matches our ambition — one that allows our teams to access richer travel content, operate more seamlessly across every business line, and ultimately deliver experiences that our clients will remember.”
The migration is expected to remove duplicated workflows, improve agent productivity and reduce turnaround times for bookings and servicing. Pacific Arena’s management is also expected to gain clearer, data-driven visibility into business performance as operations are consolidated onto a common platform.
Ramona Bohwongprasert, senior vice president, South-East Asia, Inside Sales & Startups APAC, Travel Sellers at Amadeus, said the partnership reflects the confidence travel sellers across the region are placing in Amadeus to support their digital future.
The deal illustrates how established travel businesses are using platform consolidation and automation to reduce operational complexity while preserving personalised, high-touch customer service.
