Saudia, the national airline of the Kingdom of Saudi Arabia, has reached a significant milestone in its digital transformation. The company has migrated its traditional booking methods, based on PNRs (Passenger Name Records) and electronic tickets, to a new, so-called "Order" system. This move signals a more customer-centric approach and paves the way for a personalized and seamless travel experience. An "order" is a single, dynamic record containing all services booked by the traveler for their trip, providing a consolidated, real-time overview of all services.
With the introduction of "Order" functionality, Saudia can now deliver more flexible offers, tailored pricing, and comprehensive digital services more quickly. This transformation is a fundamental component of the airline's overall strategy to redefine the customer experience and operational agility through data-driven retailing. The progress was demonstrated by "Smart Bridging" from Amadeus This technology transforms traditional data sets from the data model used by Saudia Amadeus Altéa Passenger Service System into individual “order records” of the new system Amadeus Nevio This will enable Saudia to more quickly reap the benefits of the transformation process in airline retailing, while ensuring business operations continue to operate on the basis of its existing infrastructure.
Arved von zur Mühlen, Chief Commercial Officer of Saudia, commented on the innovation: "The move to individual order records allows us to better understand our guests and their bookings with us and our partners throughout their journey. This lays the foundation for a more connected travel experience." He emphasized that technological innovations are crucial for Saudia to deliver the highest level of service. This development strengthens Saudia's position in an increasingly competitive market.
Maher Koubaa, Executive Vice President of Amadeus' EMEA Travel Unit, added that Saudia's ambitious transformation program places it among the industry's leading airlines. He highlighted that the move to "Order" using Smart Bridging represents a significant milestone, laying the foundation for a range of new, traveler-focused capabilities. Teams from Amadeus and Saudia continue to collaborate in joint innovation centers to unlock the full potential of the transformation toward new retailing concepts and technologies, indicating further future developments.