This article was originally published in the Brand Finance Middle East 150 2026 and Brand Finance Saudi Arabia 100 2026 .
Interview with Khaled Tash, Chief Marketing Officer, Saudia Group
Chief Marketing Officer,
Saudia Group
Saudia's brand value grew 20% to USD 1.3 billion in 2026, which is a meaningful milestone. How has the perception of the Saudia brand evolved, and what further changes are needed to move forward to the next stage?
Saudia’s perception has evolved meaningfully in recent years. What has changed is not
simply visibility, but the clarity of the brand itself. The rebrand helped sharpen Saudia’s
identity in a way that feels more aligned with its Saudi character, heritage, and role as the
national flag carrier. That matters because strong brands are not built through awareness
alone. They are built when people clearly understand what the brand stands for and then
consistently experience it in practice.
At the same time, that renewed identity has been supported by major investment in guest
experience, which has made the brand shift more tangible. It is one thing to communicate
a more premium and culturally grounded brand story, but it is another to support that
through meaningful improvements in product, service, and the overall journey.
For us, the next stage is not about changing direction. It is about continuing to deliver in the direction we have already set. We believe we are on the right path, and much of the work required for the next phase is already underway. As our broader transformation continues, we expect guests to see that progress more clearly across connectivity, product, service, and network.
The opportunity now is to turn momentum into consistency, so Saudia is increasingly recognized not only as a trusted national carrier, but as a modern premium airline that reflects the Kingdom with confidence.
Saudi Arabia is going through an extraordinary moment of transformation, and Saudia is right at the heart of it. How do you make sure the airline's brand story genuinely connects with that national energy, both at home and with travellers coming into the Kingdom?
Saudia’s role in bringing the world to the Kingdom is central to how we think about the brand. For many international guests, the airline is the first live experience they have of Saudi Arabia. In many cases, it is also the last one they carry with them when they leave. That gives Saudia a responsibility that goes beyond transportation. We are helping shape how the Kingdom is experienced.
To do that credibly, the brand story cannot be separated from the guest experience itself. If Saudi Arabia today is defined by ambition, momentum, confidence, and a strong sense of identity, then Saudia must reflect those same qualities in a way that guests can genuinely feel.
That means continuing to raise our standards so that the experience stands alongside leading global airlines while remaining distinct in its hospitality, culture, generosity, and character. The goal is not to imitate others. It is to offer something world-class that is also unmistakably Saudi.
The same principle applies at home. Guests traveling within the Kingdom or beyond it should experience the same pride, consistency, and warmth. Part of Saudia’s role is to reflect the Kingdom’s character and confidence in a way that is tangible through every journey.
If you picture Saudia in 2030 as a truly world-class premium carrier, what needs to be true that isn't quite true today, and what are you focusing on getting there?
By 2030, what needs to be true is that Saudia’s premium ambition is experienced with full consistency across the entire journey. That means the premium promise should not be visible only in selected areas or moments, but felt clearly across network relevance, digital experience, cabin product, service culture, and every major guest touchpoint. For any airline that aims to be recognized at that level, consistency is what defines credibility.
We believe we are on the right path, and much of the work required to get there is already in progress. The direction is clear, the ambition is clear, and the investment behind that ambition is clear. Our focus now is on delivery. It is about continuing to translate strategy into an experience that guests can see and feel more consistently over time.
That means staying disciplined in the areas that matter most: strengthening the guest proposition, continuing to enhance product and service, investing in digital capability, and expanding in ways that support a stronger and more compelling network. Just as importantly, it means doing all of this in a way that remains true to Saudia’s identity. The opportunity ahead is not simply to be recognized as a world-class premium carrier in name. It is to earn that position through delivery.
