RIYADH — Saudia Airlines’ head of marketing said the airline’s decision to rebrand three years ago has resulted in major commercial and reputational gains as the Saudi aviation sector expands with the launch of Riyadh Air.
Speaking at the Saudi Media Forum, Saudia Group Chief Marketing Officer Khalid Tash said the rebrand, launched three years ago, aims to reposition Saudia’s flagship airline for a new phase of growth, while reinforcing the country’s identity and long aviation tradition.
“Three years ago, as Saudia Airlines entered a new phase of development and transformation, we decided to refresh Saudia’s visual identity,” said Tash. “The goal was to evolve without losing who we are.”
Rather than creating an entirely new brand, Saudia drew inspiration from its own history, particularly the 1970s, which Tash described as a golden era marked by creativity, a strong service culture, and forward-thinking design.
“The 1970s were ahead of their time,” he says. “There was a conscious decision to go back to our roots while expressing them in a modern way.”
Tash said the rebranding will also help differentiate Saudia’s identity ahead of the launch of Riyadh Air, positioning each airline with a different brand proposition.
“Commercial brands create emotions and associations,” he said. “We want Saudia to assert authenticity and national pride. This is our niche.”
He downplayed concerns about competition from Riyadh Air, saying the emergence of a second national carrier was a positive for the sector.
Related articles
BAE Systems to exhibit at World Defense Show 2026
“We don’t see Riyadh Air as a competitor,” Tash said.
“Competition in price and service is healthy and benefits Saudi Arabia. The aim is to connect Saudi Arabia with as many destinations as possible and attract more tourists.”
Mr Tash said the rebranding had delivered tangible results both commercially and in public perception.
He said Saudia Airlines has recorded growth in sales and bookings over the past three years, as well as improved profitability and operational performance, noting that the airline is benefiting from broader economic growth across Saudi Arabia.
The group tracks brand performance through two metrics: reputation score and brand value. Tash said Saudia’s reputation score has improved by about 31% over the past three years, reflecting both customer experience and public perception.
What’s even more surprising, he said, is the increase in brand value.
“Prior to the rebrand, Saudia’s brand value was $506 million,” Tash said. “Today, that amount stands at $1.1 billion, more than doubling in three years.”
Tash said branding decisions at Saudia involve broader responsibilities that go beyond commercial considerations.
“We represent our country,” he said. “Every detail has to be elevated to a level that represents Saudi Arabia itself.”
