This article was originally published in the Brand Finance Saudi Arabia 100 2025 report
Saudia is taking flight with renewed ambition as it celebrates a historic milestone of surpassing USD 1 billion in brand value. The airline is charting a course toward global prominence through bold investments, cultural pride, and cutting-edge innovation.
Khaled Tash, Group Chief Marketing Officer of Saudia Group, reflects on the national carrier’s defining achievements over the past year. From landmark aircraft deals to award-winning transformations, he shares how Saudia is building a future that places Saudi excellence firmly on the world aviation map.
Interview with Khaled Tash
Group Chief Marketing Officer,
Saudia Group
With your brand value crossing the $1bn mark for the first time, what
would you consider as the defining moments or milestones in building
and strengthening the Saudia brand over the last year?
Over the past year, we've achieved a series of remarkable milestones
that have significantly fortified our brand.
Our landmark deal with Airbus marked a pivotal moment in expanding
our fleet and enhancing operational capabilities, underscoring Saudia's
growing prominence in global aviation.
The launch of BLVD Runway was another standout event, capturing
unprecedented engagement both online and on-ground as we transported aircraft from Jeddah to Riyadh. This initiative not only showcased our innovative spirit but also united communities across the Kingdom in celebration.
These achievements are complemented by numerous accolades and accomplishments earned by Saudia Group and its subsidiaries. Notably, Saudia being named Skytrax's 'World’s Most Improved Airline 2024' and
achieving a three-rank jump to become the 20th top airline globally have been instrumental in propelling us beyond the $1 billion mark in brand value while reinforcing Saudia's reputation as an industry leader committed to innovation and excellence.
What future plans does Saudia have in place to further strengthen its brand and continue the growth of its brand value?
As we embark on our expansion journey, we anticipate a significant increase in brand exposure by strategically entering global markets to enhance our international presence. Our commitment to innovation and excellence is central to this strategy, as we aim to project an authentic brand identity that reflects Saudi values and culture.
Proactively engaging with our audiences through strategic initiatives and partnerships positions us not only for growth but also for setting new industry standards. A key component of this endeavor is our largest investment in guest experience, which includes implementing a comprehensive retrofit program across our fleet, integrating cutting-edge technology and introducing AI innovations like the Travel Companion.
Through these efforts, Saudia aims to solidify its position as a leading brand that embodies the rich Saudi identity while delivering unparalleled excellence.
