A Defining Year For Saudia Reaching New Heights In 2023 Through Rebranding Strategic Partnerships And Visionary Goals

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Saudi Arabian Airlines (Saudia), one of the national flag carriers of the Kingdom of Saudi Arabia (KSA), invites you to reflect on a year of extraordinary achievements with a glimpse into its notable milestones in 2023. From groundbreaking partnerships to a transformative rebranding, Saudia’s journey through the past year showcases a commitment to excellence, sustainability, and innovation within the aviation industry.

The signing of the agreement between Saudia and Boeing
As a proud contributor to Vision 2030, a KSA programme set to increase economic, social, and cultural diversification, Saudia has made great strides this year in boosting the number of visitors to the country. Through numerous successful flights during Hajj from Indonesia and Malaysia, to the introduction of the Seoul-Riyadh and Beijing-Riyadh routes, Saudia has brought travellers to Saudi Arabia from seven destinations, including Beijing, Guangzhou, Jakarta, Kuala Lumpur, Manila, Singapore, and Bangkok. For the aforementioned destinations, over 8,700 flights have been completed alongside their flights to over 100 destinations.

These impressive numbers prove success in Saudia’s new customer improvements and refreshed brand identity and strategy.

Soaring towards sustainable fleet expansion with Boeing
Saudia partnered with Boeing in March this year in a historic collaboration to order 49 state-of-the-art 787 Dreamliner aircraft, comprising 787-9 and 787-10 models. This monumental agreement highlights Saudia's dedication to enhancing its fleet's quality, focusing on fuel efficiency and reduced emissions. The 787 Dreamliner's impressive 25% reduction in fuel use and emissions aligns with Saudia's commitment towards sustainable aviation.

This partnership follows 75 years of continuous collaboration between Saudia and Boeing, bringing the strength of Saudia’s modern fleet to 140, serving over 100 destinations worldwide.

A significant rebrand - From brand identity food to digitalisation

Saudia’s new brand colours and livery
In a glamorous milestone event held in late September, Saudia unveiled its new brand identity and livery, marking the beginning of a new era focused on digital transformation and customer-centric experiences. The rebrand celebrates Saudi culture, incorporating a distinctive fragrance, sonic identity, locally inspired cuisine, and new uniforms for cabin crew and ground staff.

In parallel to the rebrand, Saudia undertook a substantial digital transformation, including introducing "Saudia", a generative AI virtual assistant that has helped streamline customer transactions and ensures a secure and efficient process when purchasing flights.

The rebrand signifies a new era for the group, emphasising its position as a global aviation leader with expanded capabilities and enhanced services dedicated to its international customers.

Updated menu and new culinary programme
As part of their steps towards a refreshed brand, Saudia elevated their in-flight dining experience with meticulously crafted and curated menus for Guest and Business class passengers. Expect to experience a culinary odyssey onboard with a diverse menu that seamlessly highlights Arabian, Western, destination- inspired, and vegetarian flavours. Passengers can look forward to beginning their travel journeys with comforting traditional Arabic coffee and Saudi dates, a true expression of Arabian hospitality.

Welcome Arabic coffee and dates on every flight
For business class travellers who prefer to dine on their terms, Saudia’s revolutionary “Dine on Demand” service on selected flights brings restaurant quality food and experience into the air. Passengers can choose from a wide variety of meals from a complete set menu or comfort food prepared by the dedicated onboard chef.

Saudia Group takes centre stage at Dubai Airshow 2023
Participating in the renowned Dubai Airshow 2023, one of the world’s most anticipated aviation expos, Saudia Group reinforced its position as a prominent global aviation leader. Occupying the largest pavilion and marking its first international appearance following the rebrand, Saudia shared its ever-expanding capabilities and an array of enhanced services and products dedicated to catering to the needs of its customers across the aviation industry spectrum, encompassing manufacturing and comprehensive training.

The interactive pavilion showcased Saudia’s latest technology and digital additions and two aircraft: a Saudia Boeing 787-10 featuring the new brand livery, amenity kits, food samples, and a flyadeal Airbus 320neo.

Strategic partnership with Riyadh Air
Saudia and Riyadh Air, the national flag carriers of Saudi Arabia, signed a Strategic Cooperation Memorandum of Understanding in November, marking a milestone moment in the KSA aviation ecosystem. This collaborative effort includes codeshare flights and providing guests with increased seamless connectivity globally. The agreement extends to loyalty programs, offering loyalty members benefits across both carriers' networks and fostering broader synergies in various areas of the aviation industry.

Partnership between Saudia and Riyadh Air
This collaboration between the country’s two major airlines is a strategic move by KSA to spearhead their Vision 2030 goals of bringing in 330 million visitors by 2030.

Saudia’s visionary strides towards 2024
Looking ahead, the airline is actively working towards expanding its global route network to include new destinations, particularly in APAC, further connecting KSA to the world. Aligning itself with Vision 2030, Saudia contributes to the National Aviation Strategy's goals through more innovative services, cutting-edge technology, and personalised offerings. In short, there is more to come from this prominent airline.

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