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ALTANFEETHI: Redefining Saudi luxury travel through excellence and innovation

Brand Finance
22 May 2025

ALTANFEETHI has rapidly emerged as a standout name in Saudi Arabia’s luxury travel and hospitality sector, following its transformative rebranding in 2021.

Gelban Algelban, CEO of ALTANFEETHI, reflects on the brand’s evolution and its ambition to redefine VIP travel experiences across the Kingdom and beyond.

Interview with Gelban Algelban

Gelban Algelban
CEO,
Altanfeethi

What have been the defining moments or milestones in building and strengthening
the ALTANFEETHI brand since its transformation in 2021?

Since its brand transformation in 2021, the development of ALTANFEETHI’s visual
identity has marked a strategic turning point in its journey to build a world-class
luxury brand rooted in Saudi Arabia.

The new logo draws from two deeply symbolic elements: the runway, representing seamless efficiency and precision; and the palm tree, a powerful emblem of Saudi authenticity, generosity, and deeply rooted hospitality.

This transformation was far more than a visual redesign—it represented a bold redefinition of the brand’s essence. Evolving from the traditional name “Executive Office” into a compelling brand narrative, ALTANFEETHI now stands as a proud ambassador of operational excellence fused with national identity. This strategic shift positioned ALTANFEETHI as a luxury hospitality icon, dedicated to delivering an elevated travel experience for VIPs, with a clear ambition to lead the future of elite hospitality across the region and on the global stage.

ALTANFEETHI is widely recognised as a unique leader in Saudi Arabia’s VIP travel and hospitality sector. What exclusive advantages, services, or experiences does ALTANFEETHI offer that truly differentiate it in the Kingdom, and how do these unique qualities reinforce its position as the premier choice for luxury travellers and partners?

ALTANFEETHI stands today as a distinctive and leading brand in Saudi Arabia’s VIP travel and luxury hospitality sector. It has firmly established its position by delivering an exceptional hospitality experience rooted in privacy, operational excellence, and authentic Saudi identity. What sets ALTANFEETHI apart is not only the caliber of its services, but also its philosophy of placing the guest at the heart of every detail—
crafting a luxury travel experience with precision and care.

The journey begins at a fully private, dedicated terminal, completely separate from commercial airport areas. This ensures the highest levels of privacy and comfort from arrival to aircraft boarding, all managed with exceptional efficiency and seamless flow.

Key exclusive offerings and services include:

  • Curated in-terminal hospitality including gourmet dining menus, handpicked beverages, and personalized services
  • Dedicated lanes for passport control and baggage handling, ensuring fast and smooth processing
  • 24/7 luxury hospitality within the terminals, featuring refined relaxation spaces and private work areas
  • Fully equipped meeting suites designed for high-level discussions and private engagements
  • Premium direct transportation from the terminal to the aircraft via a fleet of high-end vehicles

This holistic integration of meticulous attention to detail, elevated privacy, and guest-centric service delivery reflects ALTANFEETHI’s vision to redefine Saudi luxury hospitality. It further reinforces the brand’s position as the premier choice for distinguished travelers and strategic partners—both within the Kingdom and globally.

In what ways has ALTANFEETHI adapted to emerging trends and technologies-such as digital innovation or AI integration-and how has this influenced your brand positioning as the first choice for VIP travellers in Saudi Arabia?

In line with its forward-looking vision, ALTANFEETHI has placed digital transformation at the core of its strategy to elevate the guest experience. The brand has built a fully integrated digital ecosystem that spans the entire guest journey—from booking to personalized services within its exclusive terminal.

A smart mobile application and website have been launched to give guests full control over their journey, allowing them to manage bookings and access premium services anytime, anywhere. Within the terminal, digital solutions have been implemented to enable seamless interaction with services, including instant requests, real-time flight updates, and digitally curated hospitality offerings.

ALTANFEETHI has also leveraged technology to design a proactive and personalized guest experience, utilizing data insights and real-time engagement to deliver highly tailored services that align with each guest’s individual preferences—exceeding expectations at every touchpoint.

This comprehensive digital shift has significantly enhanced operational efficiency and enabled the delivery of a refined, intelligent, and privacy-driven luxury experience—further cementing ALTANFEETHI’s position as an innovative premium brand and the first choice for high-profile travelers seeking distinction and seamless service.

Employee engagement can significantly impact brand perception. How does ALTANFEETHI involve employees in contributing to and aligning with the brand's values and goals?

ALTANFEETHI understands that a strong brand begins from within. From day one of its transformation, the company has placed employee engagement at the core of its brand strategy—believing that every team member is a true ambassador who brings the brand to life.

Through consistent internal communication, value driven campaigns, and active involvement in strategic initiatives, employees are aligned with ALTANFEETHI’s purpose and empowered to reflect its identity in every guest interaction. This internal alignment fosters a deep sense of pride and ownership, enabling the delivery of a luxury experience that is authentically Saudi and consistently exceptional.

Looking ahead, what are the key trends in luxury travel and hospitality in the aviation sector that ALTANFEETHI is preparing for, and how will the brand continue to innovate and drive growth in the coming years?

ALTANFEETHI adopts a forward-looking approach to meet the evolving expectations of high-end travelers, aiming to redefine the luxury travel experience through bespoke services, sustainable practices, and fully integrated digital solutions that reflect the future of hospitality.

Driven by a clear vision for regional and global leadership, ALTANFEETHI places strategic partnerships at the heart of its growth agenda—expanding its international footprint and reinforcing its position as a distinguished Saudi brand in the world of luxury hospitality.

Through continuous innovation and investment in personalized, technology-enabled travel experiences, ALTANFEETHI remains at the forefront of premium aviation hospitality—delivering sustainable growth and elevating every journey with unmatched excellence and authenticity.

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