Amadeus client is “mane” attraction on Celebrity Apprentice

Farouk Systems 3Team BioSilk was a cut above the rest on the March 24 episode of All-Star Celebrity Apprentice, winning the marketing campaign challenge presented by long-time Amadeus client Farouk Systems, Inc. (FSI). Farouk Shami, founder and chairman of the innovative multimillion-dollar Houston-based hair-care company, made a guest appearance on the episode of the NBC show, offering a $50,000 charity donation to the team who could best promote its leading product lines: CHI and BioSilk.

The two-team competition (Team CHI and Team BioSilk) heated up with interactive outdoor glass-truck demonstrations. Shami sweetened the winner’s pot with an additional $1 for every new “Like” on its Facebook page that occurred March 24-31, 2013. Donald Trump offered an additional $200,000 for the winning team’s charity. At the end, Team BioSilk took the win and presented the Alzheimer’s Association with a check for $250,000.

Hair takes flight

Travel for Shami, Farouk Systems-Europe Artistic Director Patrick Kalle, and the rest of the FSI creative and artistic team for the Celebrity Apprentice episode was arranged by FSI’s internal executive travel director, Tariq Hamid, who relies exclusively on Amadeus for all FSI-related travel.

Farouk Systems 2Despite so many methods at his disposal, Hamid has maintained a dedication to Amadeus because of its ease and proficiency. Some of the FSI departments that require travel arrangements include: shows and education for attendance at several annual worldwide shows and new-product training and certification classes; the corporate and executive team for new business development; marketing for its 200-person distributor’s conference in Houston; and FSI’s 3,000-4,000 person conference to be held in Cancun, August 2013. From root to tip, Hamid covers the high travel volume required, including flights, hotels, transportation and more through Amadeus. Other travel-required events include the FSI-sponsored Miss Universe, Miss USA and Miss Teen pageants, as well as Celebrity Apprentice.

Traveling extensions

FSI has been a dedicated client of Amadeus for 10 years and recently renewed its contract for an additional five years. With more than 1,500 employees, freelancers and associates at FSI to travel around, Hamid uses the Amadeus Selling Platform. Larger agencies and companies can benefit greatly from the latest platform, Amadeus Selling Platform Connect, which delivers the same level of excellence yet allows access from any computer with Internet.

“We do not do business with outside sources,” says Hamid. “With more than 40 years’ experience working with airlines, travel agencies, tour operators and destination management companies, I find Amadeus to be an excellent tool and prefer it over other GDS systems. Not only because it’s simple and efficient, but because we enjoy very good support from Amadeus when it comes to the help desk and other technical and sales matters.”

What kind of Amadeus travel-booking platforms and software do you use?


  1. While people may gain celebrity status as a result of a successful career in a particular field (primarily in the areas pertaining towards sports and entertainment), in other cases, people become celebrities due to media attention for their extravagant lifestyle or wealth (as in the case of a socialite); for their connection to a famous person (as in the case of a relative of a famous person); or even for their misdeeds (as in the case of a well-known criminal). Celebrities may be known around the world (e.g., pop stars and film actors), within a specific country (e.g., a top Australian rugby player); or within a region (e.g., a local television news anchor).:

    Bye for now

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