Saudia transformation drives global growth, innovation, and Vision 2030 success
Saudia transformation is reshaping the aviation sector, aligning the airline with Saudi Arabia's Vision 2030 and positioning it as a key global competitor. Speaking at Arabian Travel Market 2025 in Dubai, Arved Von Zur Muehlen, Chief Commercial Officer of Saudia, detailed how the airline's four-year transformation has overhauled its people, processes, technology, fleet, and product strategy.
Saudia has ambitious growth targets: expanding from its current fleet of 148 aircraft by an additional 128 in the coming years. This includes major aircraft orders, such as A330neos for Flyadeal, and a growing route network across Europe, Asia, Africa, and Saudi Arabia's robust domestic market of 28 airports. Von Zur Muehlen emphasized that Saudia transformation directly supports the national goal of welcoming 30 million Umrah and Hajj visitors and 130 million tourists, making Saudia the 'wings of the vision' connecting Saudi Arabia to the world.
A core element of Saudia transformation is digital innovation. With a young, tech-savvy Saudi population and a digitally advanced government, travelers expect seamless digital interactions. Von Zur Muehlen outlined plans to advance beyond conventional apps, aiming for AI-powered travel companions that can manage personalized bookings and services. Saudia is also rolling out next-generation onboard Wi-Fi, launching new international lounges like its Heathrow flagship, and strengthening global partnerships through SkyTeam and code-shared routes, including extended reach into the US and Caribbean via Delta and Virgin Atlantic.
Saudia's efforts extend beyond fleet and network. The airline has advanced from 60th to second place globally in punctuality and recently introduced a refreshed, modernized brand identity. New services, such as body-cooling technology for Hajj and Umrah travelers, highlight Saudia's proactive approach to testing and implementing innovations that enhance the guest experience.
For travel and hospitality professionals, Saudia's evolution offers a compelling case study in government-aligned strategy, rapid technological adoption, and competitive resilience. As Saudia accelerates its global ambitions, it is positioned to serve not only as a national carrier but as a powerful connector between Saudi Arabia and the international travel landscape.
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