TTJ proudly presents an exclusive interview with Arved von zur Muehlen, Chief Commercial Officer, Saudia, marking the airline’s first-ever interaction with an Indian travel trade publication. He offers an unparalleled glimpse into Saudia’s extraordinary growth trajectory, bold strategies, and visionary future in the global aviation industry.
Since its inception in 1945, Saudia, the national carrier of Saudi Arabia, has built an inimitable 76-year legacy as a leading force in global aviation and one of the largest airlines in the Middle East. As Saudi Arabia catapults onto the global tourism stage, Saudia emerges as the perfect partner, driving the nation’s vision and connecting the world to the kingdom’s undiscovered treasures. As we delve deeper into the conversation, we gain a clearer understanding of the strategies and vision brought to life by Arved’s decades of experience in the aviation industry.
Q. Please provide an overview of Saudia’s current fleet and route network.
Saudia currently operates a fleet of 144 aircraft, facilitating approximately 16,503 flights to over 100 destinations across four continents. This extensive network supports various sectors, including tourism, business, sports, entertainment, and Hajj and Umrah travel.
Saudia is strategically enhancing its network in Asia, with a new route to Calicut (CCJ), India, set to commence in January 2025. Operating three times weekly, this new service will strengthen Saudia’s presence in South Asia and support the airline’s continued growth across the region.
In addition to this expansion, Saudia maintains established routes to China, connecting Jeddah (JED) and Riyadh (RUH) with Guangzhou (CAN) and Beijing Daxing (PKX). With three weekly flights from each Saudi hub to Guangzhou and multiple weekly flights to Beijing, Saudia provides consistent and reliable connections between Saudi Arabia and these key Chinese destinations. This network expansion underscores Saudia’s commitment to fostering robust business, cultural, and tourism ties throughout Asia.
Looking ahead, Saudia is poised for significant growth, having finalised major agreements with Boeing and Airbus for the acquisition of 103 new aircraft in the coming years. This expansion will strengthen our fleet and route offerings, allowing us to meet evolving travel demands and enhance our service capabilities.
Q. Could you elaborate on recent technological advancements like the Travel Companion and specific enhancements implemented onboard and at airports to elevate the passenger experience?
Saudia has launched the beta version of its innovative Travel Companion (TC), an AI-powered digital platform designed to transform the travel industry as part of a two-year strategy focused on digital innovation. In collaboration with Accenture, Travel Companion redefines how travellers engage with the airline, offering personalised solutions tailored to individual preferences. This comprehensive platform enables seamless booking of concierge services—including hotels, transportation, restaurants, activities, and attractions—from trusted sources, eliminating the need to navigate multiple platforms. Additionally, it facilitates smooth connections with transportation services and train companies, ensuring an uninterrupted travel experience.
Furthermore, the revamped digital experience of the ‘AlFursan’ loyalty programme emphasises Saudia’s commitment to simplifying procedures, allowing guests to effortlessly manage rewards, track mileage activity, and upgrade membership levels with a single click.
Additionally, Saudia recently inaugurated a new First and Business-class check-in Lounge at Terminal 1 of King Abdulaziz International Airport in Jeddah. This luxurious space caters to First and Business Class guests and AlFursan Gold members, providing tailored services to enhance their travel experience. These advancements collectively underscore Saudia’s dedication to improving guest experience and supporting the Kingdom’s tourism goals.
Q. Given Saudi Arabia’s emergence as a burgeoning global tourist destination, how does the airline aim to further support and contribute to the development of Saudi Arabia’s tourism industry and its goals?
Saudia is dedicated to supporting Saudi Arabia’s burgeoning tourism sector in alignment with the Kingdom’s Vision 2030. We continue to innovate in parallel with the Kingdom’s flourishing tourism industry, focusing on our mission to provide an air link that connects the world to Saudi Arabia and serves as (one of) the wings of the nation’s Vision 2030. We are implementing a comprehensive digital programme and revitalising our brand while actively collaborating with industry stakeholders to advance the National Aviation Strategy. This strategy aims to establish Saudi Arabia as a global aviation leader by enhancing the guest experience.
Our initiatives include launching new routes, increasing flight frequencies, and partnering with tourism stakeholders to showcase Saudi destinations. Through innovative digital platforms like the Travel Companion, we enhance the guest experience by offering tailored travel solutions, ensuring our effective contribution to the growth of Saudi Arabia’s tourism industry.
As part of our expansion goals, we aim to facilitate the arrival of approximately 330 million visitors to the Kingdom by 2030, helping them achieve the objectives of Saudi Arabia’s Vision 2030.
Q. What are Saudia’s key global markets, and where does India stand within this strategy?
Saudia considers several key markets essential to its global strategy, including Europe, the Americas, Asia, and the Middle East. India is a significant focus, having been part of our journey since we commenced our inaugural flight to Mumbai in 1965. Over five decades, we have established a steadfast presence in India, currently operating 54 flights weekly to six major cities.
Recognising India’s potential, we aim to attract 7.5 million Indian visitors annually by 2030, positioning India as the top source of tourists to Saudi Arabia. This commitment underscores our dedication to strengthening our presence in this strategic market while enhancing service offerings to cater to Indian travellers.
Q. What is the airline’s growth strategy in terms of India as well as international operations and fleet expansion?
Saudia’s growth strategy in India focuses on increasing flight connectivity and enhancing service offerings to meet rising demand. We are committed to expanding operations by increasing flights between Saudi Arabia and India and offering Maintenance, Repair, and Overhaul (MRO) services to Indian carriers.
In the coming years, we will take delivery of 103 new aircraft, aligning with our strategy to double seating capacity and expand to new global destinations by investing in modern, fuel-efficient aircraft. This investment underscores our commitment to bringing the world to the Kingdom in line with Vision 2030. Through these initiatives, we strive to enhance the overall travel experience and reinforce our dedication to serving both Indian and global markets.
Q. What are Saudia’s primary challenges in the current Indian market, and how are you addressing them?
In the Indian market, Saudia is navigating various challenges, including strong competition from other carriers, regulatory complexities, and diverse consumer preferences. We are actively investing in market research to effectively address these opportunities and gain deeper insights into local demands. We are also committed to building strong partnerships with travel agents and corporate clients in India to enhance our presence and better serve our guests.
Our focus on delivering exceptional guest service and personalised travel experiences remains at the forefront of our strategy, allowing us to strengthen our brand in India. These efforts collectively reinforce Saudia’s commitment to becoming a leading airline that supports Saudi Arabia’s tourism ambitions while expanding our global footprint.
