The travel and airline industry is a cornerstone of global connectivity, enabling millions to explore new destinations, connect with cultures, and conduct business across borders. The industry has evolved dramatically, from legacy carriers to budget airlines, influenced by shifting consumer expectations. The Middle East has emerged as a critical hub for international travel, with the region’s airlines establishing themselves as global leaders in service quality and operational efficiency.

The launch of Riyadh Air will position Riyadh as a premier travel and business destination, reflecting Saudi Arabia’s broader Vision 2030 agenda to diversify its economy. With a fleet that rivals some of the world’s leading airlines, Riyadh Air aims to capture a share of the burgeoning tourism and transit markets.

Following the success of Fast Company Middle East’s Journeys Unpacked podcast series in the UAE, the Saudi edition was a natural next step. In the inaugural episode of the KSA series, Dr. Saeeda Jaffar, Senior Vice President & Group Country Manager—GCC at Visa, speaks with Adam Boukadida, Chief Financial Officer at Riyadh Air, about their goal to reach 100 destinations and position Riyadh as a major gateway for travelers.

“Few industries are being disrupted at the rate at which the travel industry is, driven by rapid technological advancements, shifting consumer preferences, and the growing demand for personalized, seamless experiences,” Dr. Jaffar said. 

WATCH THE VIDEO HERE 

 Boukadida shared significant milestones for Riyadh Air since its official launch in March 2023. The airline has rapidly expanded from 25 employees to 400, representing around 50 nationalities and 35% Saudi nationals, with roughly 40% female staff.

“We have just completed our air operator certificate (AOC) process, so we have the license to fly by next year,” Boukadida added.

Riyadh Air has developed several key partnerships in building its brand, including “reinventing cabin crew fashion” with uniforms designed by Saudi designer Ashi, which debuted at Paris Fashion Week. Boukadida also highlighted a strong focus on technological advancements within the company.

Saudi Arabia’s tourism sector has experienced remarkable growth, welcoming over 60 million visitors in the first half of 2024 alone. This rise is part of a broader goal to transform the country into a global tourism hub. The sector’s rapid expansion has been bolstered by significant investments and the development of diverse attractions beyond traditional religious tourism, including cultural, leisure, and luxury travel offerings. By mid-2024, tourist spending reached an estimated $40 billion. 

Saudi Arabia aims for continued annual growth to attract around 100 million tourists annually by 2030. 

“There’s incredible excitement around what the kingdom has to offer. We see these numbers continuing to climb, and growth is only poised to accelerate,” Dr. Jaffar said. 

The ambition and goal of Vision 2030 provide a big opportunity for key players in the market. 

Boukadida highlighted Saudi Arabia’s ambitious tourism vision under the Saudi Tourism 2040 initiative, underscoring the country’s offerings in Jeddah and Riyadh and landmark projects like NEOM, the Red Sea Development, and Al Ula. He emphasized Riyadh Air’s role in this mission, “to bring Riyadh to the world with the ultimate goal of bringing the world to Riyadh.”

Boukadida highlighted major events, including the Expo 2030 and the World Cup, as “iconic events that will bring the whole world to Saudi Arabia.” Reflecting on the broader vision, he added, “If I think of what the future holds for Saudi, it’s one incredible experience after another.”

CREATING A DIGITAL NATIVE AIRLINE 

Today’s customers expect personalized travel experiences. By leveraging data, businesses can deliver tailored recommendations, offers, and content that resonate with individual preferences. Personalization enhances engagement and helps foster brand loyalty, creating relevant and exclusive experiences for each customer.

“Customer experience and customer choice are evolving faster than ever,” Dr. Jaffar said.

“Riyadh Air isn’t just aiming to keep pace with this shift; it’s designed to anticipate future changes, setting a foundation to serve customers well into the next 50 years. Change is our only certainty,” Boukadida said. 

“Our approach is about building adaptability into the airline’s DNA. Starting with a near-blank slate gave us a rare opportunity to build for the future. We’re not just thinking of the next step—we’re envisioning ten steps ahead,” he added.

Boukadida highlighted the importance of providing an end-to-end retail experience through partnerships. For example, the Riyadh Air platform will allow customers to top up their booking when flying from Riyadh to London or attending football matches. He emphasizes adaptability and offering more choices to customers.

Dr. Jaffar quizzed whether the platform was built to capture and anticipate this change.

In response, Boukadida said, “We have an opportunity to blend safe, secure, tested platforms with industry forms; we’re able to adapt to change,” and added, “We’re setting ourselves up for adaptability to change.”

In closing, Dr. Jaffar asked what the immediate next step would be, to which Boukadida said it would be scaling growth marked by an ambitious yet sustainable strategy. 

“Last year, the company placed one of the largest plane orders, securing 72 Boeing 787s. This was part of a broader growth plan prioritizing expansion and commercial sustainability.” 

Boukadida emphasized that while the early years would see aggressive growth in destinations, it would be executed with a balanced approach, ensuring the business remains sustainable for shareholders in the long term. 

Journeys Unpacked is a series produced by Fast Company Middle East, in collaboration with digital payments leader Visa, to explore how technology, innovation, and digital payments are reshaping the travel, hospitality, and digital commerce industries.