Jeddah, SAUDI ARABIA – Saudi Arabian Airlines (SAUDIA), the national flag carrier of Saudi Arabia, has been ranked the ‘fastest growing airline brand in the Middle East’ by Brand Finance®.
In 2021 the airline’s brand value was $506m, which moved up to $572m this year.
The airline nearly doubled the industry in the region, achieving a 13% growth versus an average of 7.3% amongst other airlines.
SAUDIA has been on an upwards growth trajectory since introducing a revitalized onboard product and digital guest experience.
The airline’s mission is to bring the world to Saudi Arabia, and Saudi Arabia to the world, through its seamless nonstop, direct routes to many global cities. Currently the airline operates daily flights to more than 95 destinations across four continents, with 10 new routes joining this year.
As part of Vision 2030, Saudi Arabia plans to increase the number of tourists to 100 million per year, and the number of religious visitors to 30 million by 2030.
SAUDIA Group Chief Marketing Officer Khaled Tash shared insights into how the recent unprecedented times during the pandemic provided an opportunity for the airline to introduce changes, new innovations, new products, and services onboard:
“The impact of covid on the airline industry has been a topic addressed frequently over the past two years. We have turned challenge into an opportunity and thought about how we could use this time to reimagine our business. As a result, one of the new products we introduced is the World’s largest SkyTeam lounge – the AlFursan flagship airport lounge in Jeddah – which was also rated the first airline lounge in the world to be certified as part of the APEX Health Safety Standard powered by SimpliFlying.”
Andrew Campbell, MD of Brand Finance Middle East commented: “The SAUDIA airline brand is on a growth journey to deliver on the ambitious targets of the Kingdom of Saudi Arabia. As part of our analysis, we looked at SAUDIA Airlines Brand Strength amongst customers, staff and other stakeholders to measure the impact on business performance. As the flag carrier of KSA, it will also play a key role in enhancing Saudi’s soft power and will be a key contributor to the travel and tourism sector which is a key enabler of Vision 2030.
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