Bringing the world to Saudi Arabia
This is a special feature from PAX Tech's February/March 2024 issue, on page 9.
Saudia CEO Captain Ibrahim Koshy (left) and Aijaz Khan, Publisher, PAX Tech, at IFSA EXPO Long Beach 2023
Saudia, like the Kingdom of Saudi Arabia, is experiencing a period of remarkable growth and transformation. Introducing a major rebrand, the airline is underscoring its strong vision for the future. In this exclusive interview with PAX Tech, Saudia CEO Captain Ibrahim Koshy discusses the airline's impressive accolades and ambitious plans to bring the world to Saudi Arabia.
“There’s a lot of change happening in Saudi Arabia and people of all ages are excited,” Koshy tells PAX Tech. “We are targeting 330 million airport visitors annually by 2030.”
Rebrand, reinforce, reimagine
Saudia officially revealed its new branding strategy and aircraft livery at a special event in Jeddah last fall. The carrier shared its plans for a complete strategic digital transformation, focusing on the goal of increasing tourism to Saudi Arabia as part of the Saudi Vision 2030 initiative.
As part of the Kingdom’s National Aviation Strategy, Vision 2030 aims to turn Saudi Arabia into a leader in the global industry, enhancing the customer experience, maintaining safety and working toward a more sustainable future. Saudia is collaborating with stakeholders to reach the target, and the rebranding strategy is the beginning of the new era.
The carrier’s primary focus in the rebrand is sharing Saudi culture and reinforcing its national identity. It has reimagined all products and services that appeal to the senses: distinct fragrances, locally inspired cuisine and emotional connections. The goal is to invigorate the flight experience with the hospitality and welcoming spirit of Saudi Arabian culture.
The new livery and brand colours comprise green, blue and sand, representing Saudia's aim to expand its fleet, destinations and visionary approach.
Impressive growth
In 2023, Saudia transported a total of 16.7 million passengers internationally, marking a 36 percent increase versus 2022. Koshy attributes this impressive growth to several factors, including the strength of the domestic market within Saudi Arabia. He notes that international travel, both for visitors and connecting flights, has rebounded to 2019 levels.
Having predicted the growth early on, Saudia announced the order of up to 49 787 Dreamliners last year. Koshy says the order reflects the airline's satisfaction with the performance of its existing 787 fleet, its dedication to working with long-standing partner Boeing and its commitment to transforming the Kingdom into a world-class tourism destination.
Continuing its significant fleet expansion, Saudia plans to add 20 more A321neo aircraft to its fleet by 2026 to accommodate the expected growth. The narrow-body aircraft will be used domestically and for travel to Africa, offering passengers an enhanced experience with wireless charging and Bluetooth connectivity for a seamless ground-to-air experience.
Koshy also teased exciting plans for its A321 XLRs, featuring 4K screens and 30 percent less fuel burn.
Digital transformation
The digital transformation will incorporate artificial intelligence (AI) tools, such as the virtual assistant named Saudia which helps travellers complete their transactions. Digitizing its services and operations ensures increased protection of personal data, streamlined processes and strengthened partnerships with global partners.
“The very advanced digital transformation is one of the biggest projects that we've launched because it touches every aspect of the passenger journey and how they interact with Saudia,” says Koshy.
In December 2023, Saudia announced that it placed first in the Ipsos Saudi Arabia Reputation Monitor Survey for the year. It ranked as the “Most Trusted Organization” among 80 brands in the Kingdom.
“The achievement… stands as a testament to the success of our new strategic approach that emphasizes improving and enhancing guest experience while optimally investing in digital solutions,” said Khaled Tash, Chief Marketing Officer of Saudia Group, in the December press release.
He added, "Trust and reputation are two crucial metrics for us as we continually strive for excellence, aiming to represent the Kingdom in the best possible light. I commend the efforts of all our esteemed collaborators within Saudia and our valued local partners for their unwavering support throughout the transformation journey we’ve begun.”
Other aspects of the transformation include updates to the website and app, and innovative communication tools for employees and dispatch, such as real-time operations updates for flight planning, weather updates and maintenance.
The digital systems also provide a better passenger experience with suggested actions at every touchpoint prior to service disruptions. Koshy gives an example: In the event of a delay, passengers are immediately offered a digital voucher through the Saudia app for use at the café or restaurant nearest their airport gate.
Culture and connection
Koshy tells PAX Tech another major change underway in the Kingdom is the focus on travel and tourism. Geographically the largest country in West Asia and the Middle East, Saudi Arabia has a lot to offer. From the picturesque northwest coast with its resorts and beaches to the mountainous regions in the south, the country offers cultural attractions, museums and entertainment not only for Saudi natives but for visitors to the Kingdom alike.
At the end of 2023, Saudia Group announced its pledge to tree planting. In collaboration with the Social Responsibility Association of Jeddah and under the supervision of the Ministry of Environment, Water and Agriculture, the Group is participating in the Saudia Green Initiative to plant 10 billion trees across the Kingdom in the coming decades.
Koshy says Saudia is enjoying its pivotal role in “enabling travelers to explore the diverse terrain and cultures of the Kingdom, enriching connections to culture and nature.”
To boost connection, Saudia is part of The Saudi Air Connectivity Program (ACP). Established in 2021, the ACP supports tourism growth by developing air routes, connecting Saudi Arabia to new destinations.
Saudia has added several destinations in collaboration with the ACP, including Johannesburg, South Africa, Toronto, Canada, Birmingham, England and Beijing, China.
