ATPI, a global leader in travel management for corporate, marine and energy businesses, sports and corporate event management, has undergone a significant transformation in the Middle East since opening shop in 2020. The company's commitment to innovation, adaptability and providing comprehensive travel solutions has enabled it to grow its global service capabilities and solidify its position in the Middle East.
We speak to Lynn Coutts, ATPI’s Managing Director for the Middle East region, Cally Dey, General Manager ATPI Dubai, and Zara Higgins, General Manager for Saudi Arabia, to learn more about the journey, what sets ATPI apart and the main challenges in the corporate travel world. “Businesses face a new set of challenges in corporate travel, moving beyond traditional transaction-based thinking to future-proof their organisations,” Regional Managing Director Lynn Coutts tells TTN, “Clients are now being asked to consider broader aspects like employee well-being, safety and sustainability as integral parts of their travel programmes. “At the same time, the market presents its own hurdles, with procurement teams often prioritising low transaction fees over the overall value of a travel programme,” she explains. “High travel costs in the post-COVID era, driven by reduced aircraft fleets and new sustainability taxes, further complicate the challenge of consolidating travel content to secure the best possible fares and terms.” Experiencing substantial growth in both its workforce and profitability, ATPI has grown its team from 30 to over 110 employees since opening in 2020 and experienced a remarkable 480 per cent increase in profitability. “ATPI's unique selling points lie in its ability to serve a wide range of companies, from small businesses with five employees to large corporations with over 6,000 employees. ATPI prides itself on its agile and flexible approach, offering bespoke solutions to each client,” says Coutts. “Our strategic approach has been centred on future-proofing the organisation. This includes a strong emphasis on staff retention and well-being, as well as offering flexible working arrangements for employees with families.” Since coming to Dubai for a three-month holiday in 2008, Cally Dey has risen to become the General Manager for ATPI in Dubai, having worked in various departments within the company's UK offices. In her current role, she emphasises technology as an enabler and has highlighted ATPI’s Travel Hub as an end-to-end solution. “The company has developed an automated approval system that works across different booking methods and has created a single sign-in platform with customised access for different user roles. Key features include a traveller tracking system for real-time traveller locations, duty of care capabilities and ATPI Halo, a sustainability and off-setting tool that provides visibility and ease of use.” Dey's client-centric approach focuses on understanding client problems and developing bespoke solutions for their specific needs, delivering value that goes beyond simple transaction fees. With a GCC strategy that includes network partners and consistent systems and technology across different countries, Dey has enabled flexibility for clients to work with teams across different locations. Her contribution emphasises ATPI's technological innovation, client-focused approach and commitment to providing comprehensive, integrated travel solutions. Recently appointed General Manager for Saudi Arabia, Zara Higgins’s career is defined by a motivation to seize opportunities and drive innovation, with a focus on the transforming travel industry in Saudi Arabia. She chose the Kingdom for its potential to change how travel is perceived and managed, seeing it as a unique opportunity to lead organisational transformation. “A key part of ATPI's competitive advantage is its proprietary technology, particularly in crew management. The company's specialised workflow management system, Crew Link, and its booking platform, Crew Hub.” She stresses that in travel technology, a one-size-fits-all approach is ineffective and believes ATPI's niche solutions put them a decade ahead of competitors. “There’s an immense potential in the Saudi market to move beyond traditional procurement mindsets. My goal is to introduce new technologies and resources that will make ATPI a buzzword in the market.” Her personal experience, having briefly left ATPI to help set up a competitor's division, solidified her belief in ATPI's superior technology and expertise, ultimately leading to her return. Looking ahead, Zara's aspirations are clear: she aims to replicate the growth achieved in the Dubai office and to demonstrate a leadership style that drives organisational transformation and achieves significant results for the company.