WTCE issue: Expansion in motion with Royal Jordanian
This is a special feature from PAX International's May 2024 WTCE issue, on page 17.
Royal Jordanian has upgraded
menus for Crown and Economy
classes, introducing new options
and enhancing dessert dishes
Royal Jordanian’s roots are founded in royal legacy—and now, the airline is aiming to give its passengers a regal experience with its latest strategic expansion plan. Established in 1963 by His late Majesty King Hussein, Royal Jordanian holds deep roots in Jordan’s royal heritage. King Hussein envisioned the airline as more than just a national carrier; he saw it as a vital tool for fostering international relations and cultural exchange. The airline, initially named Alia, embarked on its journey with a modest fleet consisting of a Handley Page Dart Herald and a DC7, serving three destinations: Beirut, Cairo and Kuwait.
Over the past six decades, Royal Jordanian has undergone remarkable growth and transformation. From its humble beginnings, it has expanded its fleet to 26 aircraft and its route network to encompass 42 cities across four continents. This expansion reflects Royal Jordanian’s commitment to fulfilling its role as a bridge connecting people, cultures and continents, just as King Hussein imagined.
Under the continued guidance of His Majesty King Abdullah II, Royal Jordanian has maintained its trajectory of progress and development.
Samer Majali, CEO, Royal Jordanian
“Due to its reputation and in view of the international level of competitiveness, Royal Jordanian has been a member of the oneworld airline alliance since 2007, connecting people all around the world,” says CEO Samer Majali. “Ever since its establishment, Royal Jordanian has been an essential contributor to the national economy, bringing in hard currency and playing a key role in attracting tourists from all over the world, while maintaining its role as the national carrier of Jordan and contributing to two-to-three percent of the country’s GDP."
Fleet modernization
The updated Royal Jordanian livery remaining
true to its identity but with modern design
and colours that signal the new era
Currently, Royal Jordanian’s average fleet age is 13 years, but the airline has recently launched a fleet modernization project. It plans to replace its fleet of 19 short- and medium-haul aircraft, as well as contract new aircraft. It is set to reach 41 aircraft by the end of 2028, including securing Embraer E2s, A320neos and 787s. The growth strategy is part of Royal Jordanian’s plan to reduce costs, increase flight frequency and cultivate deeper passenger loyalty.
Deciding on boosting its supply of current aircraft was a strategic move. The airline set its sights on reaching a number of lofty goals—and the modernization of its fleet was a key factor in achieving them. These goals include control aircraft operating costs; maintain competitiveness in light of fleet renewal programs executed by other regional companies; improve traveller satisfaction while standardizing its offerings; increase weekly flight frequency and improve connectivity across its network.
“Introducing the new generation of aircraft will contribute to improving fuel consumption and efficiency, and reduce operating costs,” says Majali.
The airline conducted comprehensive research to discern the best aircraft type to replace its current operating fleet. Strategizing options that would reduce costs of essential elements such as pilot and technicians training and scheduling, introductory investment expenditure, and operational and maintenance fees, Royal Jordanian’s insights revealed that leveraging the commonality to operate the same types of aircraft would improve its bottom line, while satisfying the needs of its passengers.
“The chosen aircraft types synchronize with the company’s operational requirements to achieve its goal of increasing flight frequencies to meet passenger choices,” says Majali.
Earlier this year, the airline’s unveiling of added aircraft was a
royal affair. “At the end of January
this year, His Royal Highness Prince
Faisal Bin Al-Hussein patronized
the ceremony during which the first
twin Embraer E195-E2 aircraft were
delivered, joining the Royal Jordanian
fleet to serve the short- and medium-range routes,” Majali explains.
As for its routes, Royal Jordanian is undertaking a five-year growth plan with a goal to position Amman as the main hub for the Levant region. This strategy is supported by the airline’s recent launch of its route to AlUla in the northwest of Saudi Arabia, as well as new service to Brussels, Dusseldorf, Lyon, Milan, Stockholm, Algiers and Bahrain. With new route launches planned to Manchester and London Stansted, Royal Jordanian is solidifying its mission to be a key player in bringing tourism to Jordan from a mounting 60 destinations.
New era of creativity
But those aren’t the only upgrades that passengers can expect to see from Royal Jordanian. Through its wireless inflight entertainment system SkyConnect, which last year received an update to content offerings and storage capacity, the airline delights passengers with diverse entertainment categories including extreme sports, relaxation, anime, movies and TV. Its Embraer E2 aircraft are equipped with Viasat inflight entertainment and connectivity.
Remaining true to its identity while leading its future charge, the airline has reinvented its livery with a youthful, modern flair.
“The new design will gradually be rolled out to the rest of the fleet, presenting a more modern design and colours that signal the beginning of a new era of creativity,” says Majali.
To keep passengers comfortable, Royal Jordanian has introduced mattress service on long-haul flights to its Crown class. Passengers received a pillow and blanket, as well as a mattress pad which can be placed on the lie-flat seat with assistance from cabin crew to make the sleep experience more luxurious. Crown passengers also receive iPad service, an iPad featuring single-app mode. The airline has also upgraded its menu for both Crown and Economy classes, introducing new options and enhancing dessert dishes, Majali explains.
Crown lounge perks
Through its wireless inflight entertainment system SkyConnect, passengers can access extreme sports, relaxation, anime, movies and TV
The airline also simplifies passengers’ travel experience by providing onboard duty free kiosks that allow travellers to retrieve purchases in the Crown lounge.
The lounge offers an exceptional environment for Royal Jordanian passengers to rest and recharge. And now, passengers can expect an enhanced experience at Royal Jordanian’s Crown lounge in Queen Alia International Airport. In addition to its food and beverage offerings, the airline has also crafted an outlet for Asian and western sweets, with the implementation of MasterCard and DragonPass—the world’s first all-in-one digital airport platform—for passenger convenience.
Taking self-care into consideration, the lounge features a salon providing complimentary hair and nail care. To continue driving both access to information and customer loyalty, Royal Jordanian has included screens in the lounge.
“A 16-square-meter display screen, featuring new destinations served by the airline, is installed to enhance the passenger experience, and it is used as a promotional tool for marketing campaigns,” says Majali.
With expansion in motion, Royal Jordanian’s focus on innovation, passenger comfort and its royal legacy underscores its dedication to providing passengers with a truly regal experience, while solidifying its position as a leading carrier in the global aviation industry.
