RIYADH (The Thursday Times) — Riyadh Air, the latest venture in Saudi Arabia’s aviation landscape, officially launched in March 2023. The airline is part of the Kingdom’s ambitious Vision 2030 initiative, which aims to diversify the economy beyond oil and position the country as a global aviation hub. Riyadh Air’s establishment aligns with the broader strategy of transforming Saudi Arabia into a top-tier tourism and trade destination, with the capital city of Riyadh serving as a central global hub. The airline is poised to become a significant player in the global aviation sector, competing with established carriers in the Middle East such as Emirates, Qatar Airways, and Etihad.
A vision of Riyadh Air
The creation of Riyadh Air was spearheaded by Saudi Arabia’s Public Investment Fund (PIF), the country’s sovereign wealth fund. Announced by Crown Prince Mohammed bin Salman, the launch is seen as a crucial element of the Vision 2030 initiative, which seeks to diversify Saudi Arabia’s economy. By establishing Riyadh as a gateway between Europe, Asia, and Africa, the airline is expected to significantly contribute to the country’s non-oil GDP, with estimates suggesting that Riyadh Air could add as much as $20 billion.
Leadership
Riyadh Air is led by an experienced team of aviation industry professionals. Yasir Al-Rumayyan, the governor of PIF, serves as chairman, while Tony Douglas, the former CEO of Etihad Airways, was appointed as the airline’s CEO. With a vision to become a leading global airline by 2030, Riyadh Air plans to fly to over 100 destinations across the globe. Its goal is not just about connecting cities but transforming the passenger experience with a digitally-driven service model.
Fleet, expansion plans
In a clear demonstration of its global aspirations, Riyadh Air has placed a substantial order for Boeing 787-9 Dreamliners, with 39 firm orders and options for 33 more. These wide-body aircraft will form the backbone of Riyadh Air’s fleet, serving both domestic and international routes. The airline’s choice of modern, fuel-efficient aircraft aligns with its commitment to sustainability, one of the core pillars of its business model.
Riyadh Air’s operations will focus on establishing Riyadh as a major aviation hub, taking advantage of Saudi Arabia’s central geographic position. This strategy includes collaboration with Saudia, the Kingdom’s other national carrier, which operates from Jeddah and focuses on religious traffic, particularly during the Hajj and Umrah seasons. By differentiating itself with a focus on commercial and international routes, Riyadh Air complements Saudia’s operations.
Digitally native, consumer focused
One of Riyadh Air’s standout features is its focus on digital innovation. The airline is committed to being a “digitally native” airline, incorporating advanced technologies such as facial recognition, biometrics, and personalised digital services to create a seamless and efficient travel experience. This modern approach is a reflection of Saudi Arabia’s wider drive towards digital transformation, particularly in the tourism and transportation sectors.
Riyadh Air also plans to leverage biometric technology to enhance the customer experience. Passengers will benefit from more personalised services, such as having their preferences remembered across flights and check-in processes that require minimal human interaction. These innovations align Riyadh Air with global trends towards a more streamlined and tech-savvy aviation experience, distinguishing it from its competitors.
Sustainability, global partnerships
Sustainability is at the core of Riyadh Air’s operations, from fleet selection to operational practices. The airline has committed to following best practices in environmental sustainability, including minimising its carbon footprint through the use of fuel-efficient aircraft and the implementation of eco-friendly technologies.
Riyadh Air has also forged strategic partnerships with global companies to ensure it stays at the forefront of innovation. The airline has signed agreements with industry giants such as Microsoft, Oracle, and IBM, as well as partnerships with Lucid Motors to explore collaborations in sustainable transport. This commitment to both digital innovation and sustainability places Riyadh Air in a strong position as it prepares to launch operations.
A brand identity reflecting the Kingdom
Riyadh Air’s brand identity has been carefully crafted to reflect Saudi Arabia’s cultural heritage while embracing modernity. Its livery design is inspired by the lavender blossoms native to the region, symbolising the country’s hospitality and natural beauty. The design was first revealed in a ceremonial flight over Riyadh in June 2023 and later showcased at the 54th Paris Airshow and the Dubai Airshow.
The airline’s visual identity and marketing campaigns are designed to position Riyadh Air as not just a transportation provider but as a cultural ambassador for Saudi Arabia. Its partnerships with international organisations and events, including sponsorship of Atlético Madrid football club, further enhance its global presence.
Economic impacts on Riyadh
The establishment of Riyadh Air is expected to have a significant economic impact, particularly in terms of job creation. The airline aims to create over 200,000 direct and indirect jobs by 2030.
Additionally, Riyadh Air’s operations are designed to complement the Kingdom’s ambitious tourism strategy, which aims to attract 100 million visitors annually by 2030.The development of King Salman International Airport in Riyadh, set to become one of the largest airports in the world, further supports this strategy.
Set to launch its first commercial flight in 2025, Riyadh Air is on a fast track to becoming one of the leading airlines in the world. By 2030, the airline aims to connect Riyadh to over 100 destinations, contributing to Saudi Arabia’s transformation into a global aviation hub.