How Saudia is transforming and rebranding for a new era
It’s getting on for 80 years since the launch of Saudi Arabia’s first-ever airline – and in those eight decades since – Saudia has grown from a single aircraft in 1945 into one of the world’s leading carriers.
With a fleet today of more than 140 aircraft serving more than 100 destinations across four continents, the Kingdom’s national carrier is undergoing a major digital transformation as it looks to play a crucial role in supporting the growth of tourism.
This comes as Saudi is ranked the world’s second fastest growing tourism destination by the WTO, and along with Qatar, is named the world’s best-performing destination in tourist arrivals in the first quarter of 2023, HSBC research finds.
The Kingdom is pouring in billions of dollars to develop its tourism offering as looks to hit a 100 million visitors a year target by 2030.
Supporting this vision, and with equally ambitious plans, Saudia is looking to increase the fleet of all its subsidiaries to 318 aircraft serving 175 destinations including Neom and the Red Sea by 2030 and target 330 million visitors to the Kingdom.
The airline recently became the first to operate at Red Sea International Airport, providing passengers with access to one of the world’s most ambitious regenerative tourism destinations.
According to Ibrahim Al-Omar, the Director General of Saudia, the airline is entering a new era – one in which it is looking both into the future and the past.
“Our airline has evolved from a Douglas DC-3 aircraft in 1945, to a 140-aircraft modern fleet serving over 100 destinations, becoming one of the largest airlines in the region.”
As well as embracing future technologies like AI to enhance its customer experience both on and off flights, the airline is undergoing a major re-brand strategy – bringing back the iconic three-striped 1970s design in a retro style across its logo and livery.
Saudia – new brand identity
The new identity not only highlights the connection to the Kingdom’s aviation history but emphasises the emotional bond people have with the brand, says Ibrahim Al-Omar, the Director General of Saudia.
Green takes centre stage symbolising national pride with the palm tree reflective of Saudi generosity, culture and hospitality. The blue is symbolic of the Group’s aspirations, representing the seas and skies, while the sand colour – inspired by desert dunes – signifies the richness and authenticity of the homeland.
Saudia’s rebranding efforts are not simply cosmetic – but signify a major shift in the airline’s approach to customer service, with a major focus on digital.
The airline has introduced a generative AI virtual assistant, a digital companion that is expected to streamline the entire customer transaction process, creating a seamless travel experiences and providing passengers with efficiency and convenience.
This is among hundreds of new digital and electronics services the airline has planned over the next few years as part of its ambitious digital transformation programme in partnership with Accenture.
As well as enhancing customer experiences, the new digital systems are being designed to increase operational efficiency, streamline processes, ensure high levels of security, and reduce operational costs.
Among specific initiatives, Saudia is planning a digital experience studio, digital infrastructure decoupling that accelerates and de-risks digital transformation processes, modernisatiobn of technical systems, creation of a cloud data lake, and development of a smart guest care centre.
“Saudia is looking to reimagine how our guests can choose, buy and enjoy leisure, business, and religious experiences,” said Dr. Khaled Alhazmi, Chief Information Officer, Saudia. “With Accenture’s support, we will create seamless and curated journeys with hyper-relevant experiences across digital and human-driven interactions. Guests will be able to modify flights, purchase transit eVisas, and enjoy new self-service features across all digital channels.”
Saudia’s ambitious plans and re-brand arrives amid heightened competition in regional aviation supremacy.
Along with the UAE’s and Qatar’s highly competitive airlines, including Emirates, Eithad and Qatar Airways, Saudi Arabia recently launched a second airline, Riyadh Air, among whose ambitions are to connect the capital city with more than 100 global destinations by 2030.
