TÜRKİYE. Koç Group company Setur, parent of Setur Duty Free, has entered into a strategic partnership with global travel technology company Move to create AI-powered travel planning platform Holidayheroes.
The platform makes its industry debut at the Istanbul Tourism Fair this week (24–25 September).
Setur said it is bringing global AI and travel tech transformation to Türkiye through global technology partnerships and enabling its agencies to become an active part of the change.
“Rather than simply searching for a specific flight or hotel, consumers now expect personalisation, speed, and flexibility,” said a statement.
“Traditional requests such as ‘I want to travel to Paris on these dates’ are increasingly being replaced by spontaneous and not yet fully defined ideas, such as ‘I would like to take a short European holiday within my budget this autumn’.”
Holidayheroes addresses customers’ spontaneous and not yet fully formed holiday ideas, said Setur. “It simplifies every stage of the journey, from AI-powered discovery and the exploration of transportation and accommodation options to dynamic packaging and personalised live offers. In doing so, it transforms the process into a real-time travel experience that leads directly to a tangible result.”
Setur Deputy General Manager Koray Küçükyılmaz said: “We believe that the future of the travel industry will be shaped by experiences created through the combination of human expertise and technology. At Setur, we view artificial intelligence and digital transformation not merely as technology investments, but as key elements at the heart of our growth strategy.
“With Holidayheroes by Setur, we are extending this vision to our agency ecosystem. By combining Move’s global technology capabilities with Setur’s long-standing travel expertise, experience in the Turkish market, and strong distribution network, we aim to prepare our agencies for the next generation of travel sales.
“We see this collaboration, which will enable us to offer our customers a faster, more personalised and richer experience, as the beginning of a long-term journey that will create a transformative impact across the industry.”
Move CEO Erez Bousso said: “Türkiye’s highly dynamic and strong travel market, combined with Setur’s deep industry expertise and extensive agency network, creates a strong environment for Holidayheroes.
“Our shared vision with Setur is to make AI-powered technologies a natural part of travel professionals’ daily sales experience, bringing global TravelTech capabilities together with local expertise and helping move the travel experience forward.” ✈
