SkyTeam, the global airline alliance, this week welcomed Saudia as its 16th member during a formal joining ceremony in Jeddah. The flag carrier of Saudi Arabia, Saudia is SkyTeam’s first member airline from the Middle East region and will give the alliance a strong foothold in this important economic region.
From its hubs in Jeddah, Riyadh and Dammam, Saudia operates a comprehensive network throughout the Arabian Peninsula, the Indian Subcontinent and Northern Africa. Saudia adds 51 new destinations to SkyTeam’s global network, including 23 within Saudi Arabia. Examples of other key new destinations for the alliance are: Islamabad, Pakistan; Colombo, Sri Lanka; and Alexandria, Egypt.
“Saudia’s membership adds value to the alliance by opening up the considerable Saudi Arabian market to our customers,” said Michael Wisbrun, Managing Director, SkyTeam. “We are responding to passenger demand for increased travel choice within the Middle East by adding a significant player from the region. This allows us to offer more destinations, while continuing our focus on enhancing products and services for our global customers.”
“Joining SkyTeam is an integral part of Saudia’s long-term transformation strategy, which includes rebranding our airline, restructuring core operations and enhancing onboard products and airport services,” said His Excellency Khalid Al-Molhem, Director General, Saudia “We are proud to become SkyTeam’s first Middle Eastern member and this milestone marks a momentous occasion in our airline’s history. We look forward to a bright future as a SkyTeam member, offering a greater worldwide network and benefits to our customers.”
Prior to joining SkyTeam, Saudia embarked on a four-year turnaround program, which will be completed by 2013. As a key part of this program, the airline took the opportunity to refresh its corporate identity and change its name. Upon joining SkyTeam, the brand Saudia was reintroduced, the airline’s name from 1972 to 1996, still fondly used by its customers. Other elements of Saudia’s transformation plan include modernising IT, commercial, operational and financial platforms and renewing the fleet by acquiring 90 new aircraft.
SkyTeam will further strengthen its position in the region when Middle East Airlines (MEA) is welcomed into the alliance. The flag carrier of Lebanon signed an agreement to join the grouping in February 2011 and is expected to take its place later this year. The addition of MEA to the alliance network will enable SkyTeam to compete more efficiently, not only within the Middle East, but also to and from Western Africa.
Related Content
