Saudia, the kingdom’s national carrier, has unveiled a reimagined brand identity and is embarking on a major digital transformation. This announcement, made in Jeddah in the presence of numerous high dignitaries, marks a pivotal moment in the airline’s history.
According to Eng. Ibrahim Al-Omar, Director General of Saudia Group, “We are experiencing a new era and a very exciting time for Saudia. 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. The name and logo of Saudia are integral parts of the Kingdom’s aviation history and development, and our people share a special emotional connection with the brand. We have incorporated this rich heritage into our new identity, adding elements that reflect our visionary approach, poised to captivate the world.”
The rebrand represents the dawn of a new era for Saudia, introducing innovative concepts in customer service with a strong emphasis on digital enhancements and an enriched guest experience, deeply rooted in Saudi culture. This transformation strives to engage all five senses, promising travellers an authentic Saudi experience throughout their journey. From a distinctive fragrance to locally inspired cuisine, crafted by skilled Saudi artisans, every aspect reflects the warmth and hospitality of Saudi Arabia, inviting both nationals and visitors to appreciate the nation’s rich culture. Furthermore, Saudia’s cabin crew and ground staff will showcase new uniforms as part of this rebrand.
The new brand colour identity, featuring green, blue, and sand, symbolises Saudia’s ambition to expand its fleet and reach, connecting Saudi Arabia to the world while underscoring the Kingdom’s authenticity and deeply rooted values.
In tandem with the rebrand, Saudia has embarked on a substantial digital transformation endeavor, with a commitment to enhancing the digital customer experience. Saudia leads among international airlines by employing generative Artificial Intelligence (AI) in the form of a virtual assistant named “SAUDIA,” a pioneering effort in the region. By the end of the year, Saudia aims to enable guests to complete their entire transaction seamlessly through this efficient process.
This ambitious digital transformation not only aims to enhance the customer experience but also seeks to streamline operations and processes while ensuring the highest levels of personal data protection, achieved through strong partnerships with global leading companies.
Eng. Saleh bin Nasser Al-Jasser, Minister of Transport and Logistics Services, highlighted the importance of this transformation, stating, “It’s a pleasure to witness a new era in SAUDIA’s history through launching its new visual identity. This prosperous era under the leadership of the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, and His Royal Highness the Crown Prince, has seen various programs and strategies, including the National Transport and Logistics Strategy, from which six strategies emerged, one of which is the Aviation Sector Strategy, which will transform the Kingdom into a global air transport hub.”
Al-Jasser emphasised that this transformation is in line with the Kingdom’s broader initiatives, including those related to tourism, entertainment, and improving the quality of life.
These initiatives not only aim to enhance the customer experience but also contribute to Saudi Arabia’s Vision 2030 and the National Aviation Strategy, with the goal of transforming the Kingdom into a global aviation hub, attracting approximately 330 million visitors by 2030.
Meanwhile,
Saudia ranked ninth among the top ten performing global airlines with an arrival OTP of 80.14%, according to Cirium’s last monthly report from August 2023.
This follows outstanding performances for the months of July and June, during which Saudia respectively ranked third and fifth among the top five performing airlines, with an OTP of 83.76% and 84.11%.
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Text by Richard Barnes & Gérard Lefebvre
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