Through Utilizing the Latest AI and Reflecting a More Saudi Identity Saudia Enters a New Era Through Major Re-Brand Strategy

Saudia, the national flag carrier of Saudi Arabia, revealed its new brand identity and livery during a milestone event in Jeddah, in the presence of Royal Highnesses, Excellencies and leaders from both the public and private sectors, as well as prominent media correspondents and aviation experts. This new identity is in line with a wider strategic digital transformation plan aimed at strengthening the airlines support for the Kingdoms Vision 2030 to bring the world to Saudi Arabia.

The rebrand marks the beginning of a new era for Saudia, introducing innovative concepts in terms of customer services with a strong focus on digital aspects and enhancing the guest experience by celebrating Saudi culture. This transformation reinforces Saudias national identity as it reimagines all products and services to engage all five senses. Guests can anticipate an authentic Saudi experience during their journey, showcasing the very best of Saudi Arabia and its rich culture. This includes a distinctive fragrance and sonic identity, locally inspired cuisine, all crafted by skilled Saudi craftsmen. This new identity mirrors Saudi Arabias welcoming spirit, leaving guests with a deep sense of the countrys warmth and hospitality, while promoting a deeper appreciation of Saudi culture for both nationals and visitors. The rebrand also encompasses new uniforms for cabin crew and ground staff.

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The new brand color identity, comprised of green, blue, and sand, represent Saudias aim to expand its fleet and destinations, connecting the world to Saudi Arabia, emphasizing the Kingdoms authenticity and deep-rooted values.

It is a new era and a very exciting time for Saudia. In parallel to the rebrand, Saudia has also undertaken a huge digital transformation, entirely enhancing the customer digital experience. Saudia leads among international airlines in operating generative Artificial Intelligence (AI) as a virtual assistant, named “SAUDIA”, being one of the first-of-its-kind in the region. Saudia will enable guests to complete the entire transaction through this efficient process by the end of the year.

The ambitious, long-planned digital transformation, fully improve customer experience, but also allow more streamlined operations and processes while ensuring the highest levels of protection of guests personal data, through strong partnerships with global leading companies.

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His Excellency Engr. Ibrahim Al-Omar, Director General of Saudia Group, said, “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 airline in the region.”

“The name and logo of Saudia are integral parts of the Kingdoms 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.”

Saudia is not only rolling out a fully integrated digital program and revamping its look, it is also effectively and quickly helping advance Saudi Arabias Vision 2030, collaborating with all industry stakeholders to achieve the targets of the National Aviation Strategy. The strategy aims to turn Saudi Arabia into a leader in the global industry, by enhancing the customer experience, improving safety and working towards a more sustainable future, in line with Saudias expansion goals to bring around 330 million visitors to the Kingdom by 2030.

About Saudia
Saudia is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle Easts largest airlines.

Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleet. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 28 domestic airports in Saudi Arabia.

A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012.

Saudia was recently awarded the “World Class Airline 2024” for the third consecutive year at The APEX Official Airline Ratings™ awards. Saudia has also advanced 11 places in the Skytrax airlines ranking of the World Best Airlines 2023. The Airline also ranked top among global airlines for best on-time performance (OTP) according to a report by the Cirium.

For more information on Saudia, please visit www.Saudia.com.

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