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CAPA TV | July 22, 2019

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Saudia Awarded The CAPA Asia Pacific Turnaround Airline Of The Year

CAPA
  • On December 19, 2018

This is awarded for an existing airline that has turned around through innovative strategic changes and/or a restructuring exercise.

Saudia (also known as Saudi Arabian Airlines) was selected for its successful transformation, which has resulted in significant efficiency improvements, in-flight product upgrades, fleet renewal and an accelerated growth rate.

Saudia embarked on an ambitious transformation programme three years ago aimed at improving its efficiency and product. The airline has since taken delivery of more than 70 aircraft, resulting in a young new fleet with new in-flight products and higher service standards. Saudia now has one of the youngest fleets in the world, with an average age of less than five years.

The transformation also included a new dual brand strategy, resulting in the launch of LCC flyadeal in 2017. flyadeal and Saudia’s strong domestic position is being effectively used to fend off increased local competition as the market liberalises.

This year Saudia has moved into a new terminal at its Jeddah hub, resulting in massive customer service improvements particularly for transit passengers. Saudia’s new strategy includes pursuing more sixth freedom traffic and inbound tourism as the airline expands its international operation. More than a dozen international destinations have been launched in the last two years while capacity has been added to several existing destinations.

“Saudia has been totally transformed and has emerged as a strong network airline with a well-executed dual brand strategy,”CAPA executive chairman Peter Harbison said. “Saudia is well positioned to benefit from a booming local market as Saudi Arabia’s youthful population travel more frequently and as the kingdom diversifies, becoming a major tourist and business destination.”

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