New Saudia Group brand prioritizes growth and expansion

The new SAUDIA Retro A321neo.
Photo Credit: Dirk Grothe

Saudia Group, formerly known as Saudi Arabian Airlines Holding Corporation, has recently embarked on a comprehensive transformation journey that includes the rebranding of Saudia, the national flag carrier of Saudi Arabia.

This paves the way for a new era in the Kingdom’s aviation industry and aligns with the Kingdom’s Vision 2030 initiative.

In this article, we look at the developments and strategic changes within Saudia Group, and explore how these initiatives are poised to shape the future of aviation in Saudi Arabia and the MENA region.

A Dynamic Aviation Ecosystem

Saudia Group represents a dynamic and comprehensive ecosystem within the aviation industry, playing a pivotal role in shaping Saudi Arabia’s society and future.

The Group consists of 12 Strategic Business Units (SBUs), each contributing significantly to the advancement of the aviation sector, not only within the Kingdom but also in the broader MENA region.


Rebranding and Transformation

The rebranding efforts extend to several key subsidiaries within Saudia Group, including:

Saudia Technic: Formerly known as Saudia Aerospace Engineering Industries (SAEI), this unit is currently working on developing a Maintenance, Repair, and Overhaul (MRO) village, considered the largest of its kind in the region. The aim is to localize manufacturing and become an authorized service center in the MENA region through partnerships with global manufacturing companies.

Saudia Academy: Previously known as Prince Sultan Aviation Academy (PSAA), Saudia Academy has plans to transform into a specialized academy at a regional level, accredited by manufacturers and international organizations in the aviation sector.

Saudia Real Estate: Formerly known as Saudi Airlines Real Estate Development Company (SARED), this unit is investing in their properties to grow and enhance the real estate, supporting the overall development of the aviation industry.

Saudia Private: Formerly known as Saudia Private Aviation (SPA), Saudia Private is expanding its operations by having its own aircraft and flight schedule, offering premium services to its clientele.

Saudia Cargo: With global ambitions, Saudia Cargo is connecting three continents to become a global logistics hub, facilitating the seamless movement of goods and products.

Catrion: Formerly known as Saudi Airlines Catering (SACC), Catrion has undergone a transformation to align with Saudia Group’s complete brand strategy.

Other Key Units

In addition to these rebranded units, the airline Group encompasses several other key subsidiaries, such as:

  • Saudi Logistics Services (SAL)
  • Saudi Ground Services Company (SGS)
  • flyadeal
  • Saudia Medical Fakeeh
  • Saudia Royal Fleet

Each of these units offers unique services that not only benefit the overall Group but also cater to the growing demand from the MENA region.

This strategic diversity and expansion reflect the Group’s commitment to fostering growth and innovation within the aviation sector.

The ‘Shine’ Program: A Digital Transformation

Saudia’s commitment to transformation goes beyond rebranding; it extends to operational excellence and digital transformation.

The ‘Shine’ Program, introduced in 2021, is an integral part of this transformation journey. This program signifies the Group’s dedication to enhancing the guest experience and improving operational efficiency across all touchpoints.

A Key Enabler of Vision 2030

The Group plays a pivotal role in achieving the ambitious goals set forth by the Saudi Aviation Strategy.

This includes the transportation of 100 million visitors annually by 2030, the establishment of 250 direct flight routes to and from Saudi airports, and the facilitation of hosting 30 million pilgrims by 2030.

The Group’s commitment to creating job opportunities and supporting local businesses aligns with the goals of Vision 2030 and Saudization.

A Bright Future for Saudia Group

In the words of His Excellency Ibrahim Al Omar, Director General of Saudia Group,

“This transformation underscores the interconnection of all companies within the group, serving as providers of essential support services to diverse institutions within the aviation sector and beyond, ensuring excellence and world-class solutions that span from ground operations to the skies.”

The unveiling of the new brand identity marks an exciting chapter in the history of the Group. It’s more than just a change in visual identity; it’s a celebration of the achievements and a commitment to the future.

As the Group embarks on its journey to expand its fleet and serve more destinations, it’s evident that the Kingdom’s aviation industry is poised for remarkable growth and innovation.

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By Len Varley - Assistant Editor 5 Min Read
5 Min Read
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