Sunday, 1 April 2012

Saudia looks for direction


F
ull article in JPG format: page 46/47 & page 48

Despite being the Middle East’s third largest carrier by revenue, Saudi Arabian Airlines, or Saudia as it is often still known, rarely features in discussions about Gulf aviation. The kingdom’s flag carrier has a reputation for shying away from the limelight, due in part to its beleaguered domestic market, and in part to the pre-eminence of more media-savvy rivals in the United Arab Emirates (UAE) and Qatar.

This coming year, however, Saudia will throw itself onto the global stage like never before. Against a backdrop of gradual privatisation, the airline will join the SkyTeam airline alliance in May – kick-starting a strategic plan which, if successful, will see business travellers in the Americas, Asia and Europe fuelling profitability...