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Singapore Airlines partners with NUUA – South Korea tech startup to accelerate Singapore tourism industry

South Korean travel tech startup, NUUA, is set to make big waves in the global travel industry. NUUA has the distinction of being Singapore Airlines (SIA) first South Korean travel technology partner (aggregator) and officially launched on 14 October.

NUUA was founded in 2012 in South Korea by Seo Deokjin, Kwak Jay, and Choi Ali. NUUA’s mission is to empower travellers and travel businesses through cutting-edge AI and mobile technology. They facilitate the smooth transition from the Global Distribution System (GDS) platform created in the 1960s to manage airline-related inventory to the International Air Transport Association’s (IATA) New Distribution Capability (NDC) program introduced in 2015.

To mark its launch, NUUA is rolling out its NDC-based flight booking engine which can potentially bring the next era of competitive pricing for airline-related transactions to the region and the world. This direction aligns with IATA’s goal for all airline-related transactions to be run by NDC APIs by 2030.

NUUA is the first Korean company and the seventh system provider in the world to acquire the Airline Retailing Maturity (ARM) index Certificate from IATA, and its NDC solution is one of the fastest in the market, moving 5-6 times faster than other providers. These achievements have resulted in SIA making NUUA its first South Korean travel tech partner.

The Korea Tourism Startup Center (KTSC) has been working closely with NUUA leading up to the launch. Giving NUUA a platform to share their business with key players in Singapore’s travel industry during KTSC’s Opening Ceremony and Demo Day on 31 August. KTSC has also been integral in connecting NUUA with prospective investors and clients during the KTSC Tourism Boot Camp organised from 30 August to 2 September this year.

Jang Min Jun, Deputy Director of the Korea Tourism Organization (KTO) Singapore, who is in charge of KTSC says: “KTSC is proud to see the progress that NUUA has made in the last few months. We will continue to support and open the doors for NUUA to make new partnerships, and connections, and fulfill their potential to be a global powerhouse.”

Moving forward, NUUA is working with travel-based businesses in Singapore, and airline companies across the world to roll out its AI-based software suite which is scalable to company size and can integrate seamlessly with existing digital infrastructures. The software suite can help travel agencies, and enterprises with travel management systems to save up to 80% in labour and operation costs.

COO of NUUA, Kwak Jay has high hopes for traction in the region, “Singapore is the main center for the travel industry in Asia. We are confident that the infrastructure and system improvements we can bring to Singapore’s travel ecosystem that result in an improved travel experience with effective cost reductions will be an industry standard for the region to follow.

We’ll be exhibiting in Travel Tech Asia (TTA) as a part of ITB Asia this year in Singapore from 19th – 21st of October at Marina Bay Sands. Come visit us!”



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