Riyadh Air Aims to Become the First Digital Airline

Riyadh Air, a new Saudi Arabian airline, is already making waves in the aviation industry. It has set goals to connect the Saudi capital Riyadh with 100 destinations around the world by 2030.

According to Tony Douglas, the CEO of Riyadh Air, even though there is still two years left before the airline launch, it is important to start generating excitement now. “Obviously we’re a start-up, we have a super exciting opportunity to tell a story about what this brand is all about and what people should expect from it over time.”

Further highlighting their aim to become the First digital airline in the world, he said, “We’re doing it through digital channels in particular because we have no legacy. We’re going to present ourselves as the world’s first truly digital airline.”

Douglas described the striking purple livery unveiled by Riyadh Air during the Paris Air Show as “the kind of thing you’d expect to see on the front of Vogue. It’s stunning, it’s very stylish.”

However, as part of a “tease and reveal” strategy, they only revealed the first of two livery designs, with the second to be revealed later this year. The airline plans to engage with its audience through social media to build anticipation and curiosity.

Anton Vidgen, the Vice President of Guest Experience, gave two reasons behind the airline already revealing the information regarding the onboard class distribution and them not having a first class.  First of all, “the premium end of the market has developed rapidly over the past few years and the gulf between business class and first class has shrunk to a minimal level.” Secondly, Vidgen pointed out that there is a substantial private jet market in Saudi Arabia now serving passengers who may previously have booked first class.

However, Riyadh Air is definitely taking a premium positioning, “we are positioning ourselves as a premium super premium airline that is going to be best in class,” said Vidgen, “which means that our business class will be absolutely at the top range.  Same with our premium economy product, the same with our economy product.”

Vidgen further stated, “We cannot think of this as an incrementalist arms race of we’re going to offer slightly better food, slightly comfier duvets.”

Instead, “I think we have a unique opportunity out there to take a fresh look and a fresh approach to what guests are actually looking for. And one of the ways that we’re going to look at that is technology.”

He added, “The challenge that a lot of legacy carriers have is that they have legacy technology that is often siloed, which means your airport experience can’t talk to your lounge, can’t talk to your on board, can’t talk to your pre-book, can’t talk to your destination that results in a fairly disjointed experience.”
At an event ahead of the Paris Air Show, Tony Douglas said that “It will be commercial aviation sustainability that will differentiate the winners and the losers, and anybody who doesn’t take it seriously will probably fail.”

Anton Vidgen said that this will be reflected in the cabin, through “waste minimisation,” and there are “many different dimensions for that. How do you have more accurate inventory forecasting so that you do not need to board as many items, whether food, beverage amenities, or any of those items?

“How do we have better forecasting to make sure there is a match between those that want it and those that don’t? Second, we are trying to look at different ways of structuring our operations so that we look at recycling opportunities on board or some wonderful new galley technology that is encouraging the use of recycling.”

Vidgen also mentions the benefits that the new APEX Greener powered by SimpliFlying database of sustainable suppliers will bring to an airline like Riyadh Air, “This is very much an industry initiative to encourage and promote these incredible suppliers out there that are taking a sustainable approach to their offering. To me, that’s really exciting because I would like to use that at my own airline, and I would like other airlines to use that as well.”