Get ready for a new look Saudia
2024 sees a new era for the airline
whilst preserving a strong connection to its Saudi heritage
The evolution of Saudia, the national flag carrier of Saudi Arabia, is driven by the commitment to be ‘the wings of Vision 2030’ and to have this ambitious aspiration realised for the country. At the turn of the New Year, Saudi is another year closer to 2030 and Saudia will enter 2024 with a fresh new brand identity, look and feel.
New brand identity
Saudia’s new livery and brand identity was revealed in a launch event attended by His Excellency Engr. Ibrahim Al-Omar, Director of Saudia Group in September 2023, and is now being rolled out across all markets. The livery and logo incorporate three colours, each with a different significance. Green is symbolic of national pride and Saudia’s dedication to advancing the sustainability goals of Vision 2030. In 2023, Saudia participated in the SkyTeam second edition of The Sustainable Flight Challenge and operated six sustainable flights; this participation enabled Saudia to explore innovations and solutions to operate flights in the most sustainable way for years to come. Blue highlights the brand’s aspirations, representing the seas and skies and reflecting the commitment to expanding the fleet to 241 planes serving 145 destinations, including emerging locations like Neom and the Red Sea, connecting the world to Saudi. And finally, Sand, which showcases the rich cultural heritage of the country and the commitment to human resources, attracting talent and fostering development through various ambitious projects.
Onboard experience
The new brand extends across all guest touchpoints, creating a cultural immersion when flying with Saudia. The cabin interiors are designed to reflect Saudi identity and the forty onboard dining choices showcase the unique flavours of the region. Everything from the cuisine to the refreshments are evocative of Saudi.
Regarding in-flight entertainment, carefully selected recommendations are brought to guests by Saudia entertainment experts. Saudi tourist and heritage destinations are promoted onboard as well as range of Saudi films, documentaries, and podcasts.
Digital transformation
A new generative AI virtual assistant has been announced and will be launched by Saudia in the future. This will incorporate an advanced AI platform operating seamlessly through voice and text chat and will be used as a single tool for all guest interactions including post-sales queries regarding airport information, weather, visas and transportation. In 2024, Saudia has ambitions for guests to complete the entire transaction process with the AI virtual assistant. Saudia also has made investments in operational efficiency and currently ranks third globally for on-time performance, per Cirium aviation ratings.