Saudia Group, previously known as Saudi Arabian Airlines Holding Corporation, has introduced a fresh brand identity as part of a comprehensive transformation strategy. This extensive initiative includes the rebranding of Saudia, the national flag carrier of Saudi Arabia. The move reaffirms the group's dedication to fostering aviation growth and shaping the future of the Kingdom's aviation industry, aligning with the goals of Vision 2030.
Saudia Group, a prominent aviation conglomerate, plays a pivotal role in molding Saudi Arabia's society and future. Comprising 12 Strategic Business Units (SBUs), the group boasts a diverse portfolio supporting the advancement of the aviation sector, not only within the Kingdom but also throughout the MENA region.
Under the new branding strategy, various entities within Saudia Group have undergone rebranding. These include Saudia Technic (formerly Saudia Aerospace Engineering Industries), Saudia Academy (formerly Prince Sultan Aviation Academy), Saudia Real Estate (formerly Saudi Airlines Real Estate Development Company), Saudia Private (formerly Saudia Private Aviation), Saudia Cargo, and Catrion (formerly Saudi Airlines Catering). The group also encompasses Saudi Logistics Services, Saudi Ground Services Company, flyadeal, Saudia Medical Fakeeh, and Saudia Royal Fleet.
Each SBU, with its unique services, contributes to the group's growth and is poised to meet the increasing demand in the MENA region. For instance, Saudia Technic is developing a Maintenance, Repair, and Overhaul (MRO) village, the largest of its kind in the region. It aims to localize manufacturing and become an authorized service center in the MENA region through global partnerships. Saudia Academy intends to evolve into a specialized academy accredited at a regional level, recognized by manufacturers and international aviation organizations.
Saudia Cargo is expanding to serve as a global logistics hub, connecting three continents, while Saudia Private is extending its operations with aircraft and flight schedules. Saudia Real Estate is investing in property growth and enhancement.
The launch of the new brand aligns with the group's transformation strategy initiated in 2015, focusing on enhancing operational efficiency and improving the guest experience. The 'Shine' Program, introduced in 2021, extends this transformation, emphasizing digitalization and operational excellence.
Saudia Group plays a vital role in achieving the ambitious goals of the Saudi Aviation Strategy, aiming to transport 100 million visitors annually by 2030 and establish 250 direct flight routes to and from Saudi airports. It also facilitates hosting 30 million pilgrims by 2030 and supports Saudization goals and job creation in line with Vision 2030.
Ibrahim Al Omar, Director General of Saudia Group, expressed excitement about this transformation and its potential impact on advancing Vision 2030. He highlighted the interconnectedness of all companies within the group, providing essential support services to various institutions in the aviation sector, ensuring excellence across ground operations and the skies.
