Aligning itself with Vision 2030, the ambitious programme for development and transformation of Saudi Arabia, the national carrier, Saudia, has unveiled a brand revamp as well as a strategic digital transformation.

Flag carrier of Saudi Arabia, Saudia, has undergone a complete rebranding exercise and unveiled its new brand identity and livery during a high-profile event in Jeddah.

In a press statement, Saudia says that its new identity is in line with a wider strategic digital transformation plan aimed at strengthening the airline’s support for the Kingdom’s Vision 2030 to bring the world to Saudi Arabia.

The airline adds that the rebranding 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 Saudia ‘s national identity as it reimagines all products and services to engage all five senses.

It says that now 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 Arabia’s welcoming spirit, leaving guests with a deep sense of the country’s 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.

The airline says that its new brand colour identity, comprised of green, blue and sand, represent Saudia’s aim to expand its fleet and destinations, connecting the world to Saudi Arabia, emphasising the Kingdom’s authenticity and deep-rooted values.

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 airline says that 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.

“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 Kingdom’s 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,” says Ibrahim Al-Omar, Director General of Saudia Group.

Saudia says that it is not only rolling out a fully integrated digital program and revamping its look, it is also effectively and quickly helping advance Saudi Arabia’s 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 Saudia’s expansion goals to bring around 330 million visitors to the Kingdom by 2030.