Saudia, Saudi Arabia's flagship airline, has introduced a revamped brand look and aircraft livery, aligning with their ambition of ushering in 330 million visitors to the Kingdom by 2030.
Gone are the dark blue tailfins and the bold ‘SAUDIA’ inscriptions on aircraft bodies. They have been succeeded by a green-themed tailfin and engines that echo the national flag's hue. The aircraft now sports a tri-colored stripe of green, sand, and blue across its body, accompanied by the ‘Saudia’ inscription.
The airline says that its product and service overhaul was designed to offer a comprehensive sensory experience. Highlights include the incorporation of “regionally-inspired dishes”, along with a “unique aromatic and auditory signature”.
Aspects of the rebranding further encompass new attire for the flying and terrestrial crew. Moreover, an AI-driven virtual assistant is set to launch. Saudia projects that by year-end, this AI tool will streamline and handle guest transactions end-to-end.
This June, Saudia expanded its connectivity by introducing routes between Jeddah’s King Abdulaziz International Airport and Gatwick, supplementing the ongoing UK services linking Jeddah and Riyadh with Heathrow, and Jeddah to Manchester.
Speaking about the airline's evolution and its refreshed brand, His Excellency Engr. Ibrahim Al-Omar, the Saudia Group's director general, said:
"As Saudia steers into a promising era, it's exhilarating to look back at our journey — from starting with a single Douglas DC-3 in 1945 to now boasting a 140-strong fleet that flies to over 100 destinations, solidifying our position as one of the top airlines regionally."
He emphasised the profound emotional bond the Saudia name and emblem share with the nation, adding, "Our new identity seamlessly blends our esteemed legacy with our forward-looking vision, aiming to enchant global audiences."
Earlier this year, at the Arabia Travel Market, Saudia teased attendees with a glimpse of the Business Class suites planned for its upcoming A321 XLR fleet.
Saudia’s move comes amid the launch of the new Saudi carrier Riyadh Air - which aims to be a global competitor to carriers including Qatar Airways, Emirates and Etihad.
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