Saudia Group, formerly known as Saudi Arabian Airlines Holding Corporation, has announced a new brand identity as part of a transformation strategy. This plan includes the rebrand of Saudia, the national flag carrier of Saudi Arabia.

Saudia Technic, formerly known as Saudia Aerospace Engineering Industries (SAEI), Saudia Academy, formerly known as Prince Sultan Aviation Academy (PSAA), Saudia Real Estate, formerly known as Saudi Airlines Real Estate Development Company (SARED), Saudia Private, formerly known as Saudia Private Aviation (SPA), Saudia Cargo, and Catrion, formerly known as Saudi Airlines Catering (SACC), all underwent a re-branding transformation in line with Saudia Group’s new brand strategy.

The group also consists of Saudi Logistics Services (SAL), Saudi Ground Services Company (SGS), flyadeal, Saudia Medical Fakeeh, and Saudia Royal Fleet.

The launch of the new brand is part of  a national plan that began in 2015 to implement initiatives and projects aimed at enhancing operational efficiency and improving the guest experience across all touchpoints. Saudia introduced the ‘Shine’ Programme in 2021, which is an extension of this journey and involves digital transformation and operational excellence.

H.E Ibrahim Al Omar, Director General of Saudia Group, said: “This is an exciting time in the Group’s history. The new brand offers much more than an evolution of our visual identity, but rather a celebration of all that we have achieved. We are implementing a fully integrated program that will enable us to play a driving role in advancing Vision 2030, in line with the targets of the Saudi Aviation Strategy. We are committed to expanding the fleet of the group to 318 aircraft and serving 175 destinations. We are entering a new era, and we believe that we now have everything in place to deliver on our promise to bring the world to Saudi Arabia and demonstrate what the Kingdom has to offer from a tourism and business perpective.

He added: “This transformation underscores the interconnection of all companies within the group, serving as providers of essential support services to diverse institutions within the aviation sector and beyond, ensuring excellence and world-class solutions that span from ground operations to the skies”