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Home > Others  > Aeroforum (Stage) > Ms. Sarah SAMUEL

Ms. Sarah SAMUEL

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Mr. Sarah SAMUEL
Head of Airlines, South East Asia
Amadeus



Sarah is a travel leader with over 30 years of industry experience enabling airlines and airports to deliver on their business imperatives – whether that involves enhancing the passenger experience, unlocking new potential, or finding innovative solutions to long-standing challenges. For the past 8 years, Sarah has been responsible for developing and implementing the growth strategies for airports and border authorities across the Asia-Pacific region in the areas of passenger processing systems, automated self-service solutions, and end-to-end biometric integrations. Additionally, Sarah has extensive experience overseeing the delivery and support of these solutions in the region which now includes leading Amadeus’ diverse Border portfolio focusing on solutioning and pricing.

Sarah’s passion is developing genuine partnerships where operators work collaboratively alongside IT providers to develop solutions that truly meet their needs and ambitions for future growth.

Some highlights include:
Check-in and bag drop self-service implementations throughout Australia, New Zealand, India, Singapore, China, and Japan
Automated gates at pre-security and border control for departures and arrivals in Australia, Indonesia, Vietnam and Japan
Biometric implementations at Narita, Perth, Brisbane, Changi, Noida, Western Sydney Airport, Hong Kong Airports & Indonesia Border Force.

Prior to joining Amadeus in 2014, Sarah held senior roles with Airport IT companies in Malaysia, and in Australia. Sarah is a prominent voice within the Airport IT industry. She regularly participates in airport events, speaking on behalf of Amadeus and regarding a range of issues facing the local industry. Until December 2025, Sarah led the Amadeus Airport & Airline Operations business unit for the Asia-Pacific region. Effective January 1, 2026, Sarah will be responsible for working with Airlines in South East Asia to enable them to deliver growth and business outcomes.  She will lead the Amadeus Airlines, South East Asia cluster and will bring her extensive experience in partnership, collaboration and supporting our customers through their transformation journey.

Sarah holds a BA in Economics & Finance, from Luther College, Iowa, USA where she also received Phi Beta Kappa award for academic excellence. Sarah also holds an AMAP Diploma (AMPAP, Canada). Sarah was listed on the 2010 Worldwide Who’s Who List (Internet Airport Professional). In 2025, Sarah was named one of 100 Singapore’s Women in Technology.

Sarah sits on the board of Airport Council International, Asia Pacific & Middle East as well as the board of Women In Aviation, Singapore Chapter.  Sarah is passionate about empowering leaders of the future.