Saudia CEO Captain Ibrahim Koshy talks rebrand, growth and the future
Saudia CEO Captain Ibrahim Koshy
Saudia, like the Kingdom of Saudi Arabia, is experiencing a period of remarkable growth and transformation. Introducing a major rebrand, the airline is underscoring its strong vision for the future. In this exclusive interview with PAX International, Saudia CEO Captain Ibrahim Koshy discusses the airline's impressive accolades and ambitious plans to bring the world to Saudi Arabia.
“There’s a lot of change happening in Saudi Arabia and people of all ages are excited,” Koshy tells PAX International. “We are targeting 330 million airport visitors annually by 2030.”
Rebrand, reinforce, reimagine
Saudia officially revealed its new branding strategy and aircraft livery at a special event in Jeddah in September. The carrier shared its plans for a complete strategic digital transformation, focusing on the goal of increasing tourism to Saudi Arabia as part of the Saudi Vision 2030 initiative.
As part of the Kingdom’s National Aviation Strategy, Vision 2030 aims to turn Saudi Arabia into a leader in the global industry, enhancing the customer experience, maintaining safety and working toward a more sustainable future. Saudia is collaborating with stakeholders to reach the target, and the rebranding strategy is the beginning of the new era.
The carrier’s primary focus in the rebrand is sharing Saudi culture and reinforcing its national identity. It has reimagined all products and services that appeal to the senses: distinct fragrances, locally inspired cuisine and emotional connections. The goal is to invigorate the flight experience with the hospitality and welcoming spirit of Saudi Arabian culture.
The new livery and brand colours comprise green, blue, and sand, representing Saudia's aim to expand its fleet, destinations and visionary approach.
Saudia’s rebrand includes new aircraft livery and brand colours in green, blue and sand
Digital transformation
The digital transformation will incorporate artificial intelligence (AI) tools, such as the new virtual assistant named Saudia which helps travellers complete their transactions. Digitizing its services and operations ensures increased protection of personal data, streamlined processes and strengthened partnerships with global partners.
“The very advanced digital transformation is one of the biggest projects that we've launched because it touches every aspect of the passenger journey and how they interact with Saudia,” says Koshy.
Other aspects of the transformation include updates to the website and app, and innovative communication tools for employees and dispatch, such as real-time operations updates for flight planning, weather updates and maintenance.
“Years ago, people would get things done by sending e-mails and waiting for a reply – things are changing to a more efficient pace,” he says.
The digital systems also provides a better passenger experience with suggested actions at every touchpoint prior to service disruptions. Koshy gives an example: In the event of a delay, passengers are immediately offered a digital voucher through the Saudia app for use at the café or restaurant nearest their airport gate.
Saudia CEO Captain Ibrahim Koshy (left) and Aijaz Khan, Publisher, PAX International Magazine at IFSA EXPO Long Beach 2023
Culture and connection
Koshy tells PAX International another major change underway in the Kingdom is the focus on travel and tourism. Celebrating Saudi Arabia's National Day in September, the carrier launched promotions aimed at encouraging people to explore the diverse destinations within the country.
Geographically the largest country in West Asia and the Middle East, Saudi Arabia has a lot to offer. From the picturesque northwest coast with its resorts and beaches to the mountainous regions in the south, the country offers cultural attractions, museums and entertainment not only for Saudi natives but for visitors to the Kingdom alike.
Koshy says Saudia is enjoying its pivotal role in “enabling travelers to explore the diverse terrain and cultures of the Kingdom, enriching connections to culture and nature.”
To boost connection, Saudia is part of The Saudi Air Connectivity Program (ACP). Established in 2021, the ACP supports tourism growth by developing air routes, connecting Saudi Arabia to new destinations.
Saudia has added nine destinations in collaboration with the ACP, including most recently Toronto, Canada in September, Birmingham, England in July and Beijing, China in August.
“The Beijing route is a vital part of Saudia's future strategy in the region,” Koshy explains.
Saudia is ranked as a “World Class Airline” by APEX’s Official Airline Ratings. Image credit: APEX
Impressive growth
In the first six months of 2023, Saudia transported 7.4 million passengers internationally, marking a 52 percent growth rate. Koshy attributes this impressive growth to several factors, including the strength of the domestic market within Saudi Arabia. He notes that international travel, both for visitors and connecting flights, had rebounded to 2019 levels reflecting the country's increased post-COVID openness.
Having predicted the growth early on, Saudia announced the order of up to 49 787 Dreamliners this spring. Koshy says the order reflects the airline's satisfaction with the performance of its existing 787 fleet, its dedication to working with long-standing partner Boeing and its commitment to transforming the Kingdom into a world-class tourism destination.
Continuing its significant fleet expansion, Saudia plans to add 20 more A321neo aircraft to its fleet by 2026 to accommodate the expected growth. The narrow-body aircraft will be used domestically and for travel to Africa, offering passengers an enhanced experience with wireless charging and Bluetooth connectivity for a seamless ground-to-air experience.
Koshy also teased exciting plans for its A321 XLRs, featuring 4K screens and 30 percent less fuel burn.
Accolades and achievements
This fall, Saudia inaugurated its maiden flight at Red Sea International Airport. Saudia flights departing from Red Sea will use sustainable aviation fuel, underlining the airport and airline’s commitment to environmental responsibility.
Koshy also expressed pride in Saudia’s ranking as an APEX Official Airline Ratings “World Class” airline. He highlighted that passenger feedback and industry recognition align, emphasizing that passengers' opinions are crucial in shaping the airline's reputation.
“We are very proud that the industry is recognizing us and very proud that the passengers are recognizing us,” he says.
Additionally, Koshy highlights Saudia’s ranking as the third-most on-time airline in Cirium's On-time Performance Report for July, reflecting the airline's dedication to punctuality and professionalism. Koshy commends the motivation and passion of employees, saying that maintaining such high standards requires intense organization and teamwork. In August, Cirium reported that the airline dropped to ninth place for global on-time performance.
Saudia celebrated its maiden flight at Red Sea International Airport in September
Welcoming Riyadh
Regarding the upcoming launch of Riyadh Air, expected in 2025, Koshy says the introduction of a new airline is justified to accommodate the Kingdom's ambitious 2030 goals.
“I think we complement each other, targeting different segments and regions of the country. It’s a great time to be connecting the Kingdom and the rest of the world – and competition is good for customer service and innovation. We're excited about it,” he says.
