Saudi flag-carrier becomes one of the first globally to operationalize Orders and lay the foundations for modern retailing
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Saudi AirlinesOn 16 July 2025, Jeddah, Saudi Arabia – Saudia, the national flag-carrier of the Kingdom of Saudi Arabia took an important step forward in its digital transformation journey by moving to more guest-centric operations by translating traditional booking records (PNRs) and electronic tickets into Orders. This paves the way for a more personalized and smooth travel experience.
An Order is a single, dynamic record of everything the traveler has purchased for their journey. It provides a real-time, consolidated view of all services, enabling the airline to better serve the traveler at every touchpoint – from booking and payment to fulfillment and servicing.
By adopting Order capabilities, Saudia is fast-tracking its ability to deliver more flexible offers, tailor-made pricing, and fully digital servicing. This transformation marks a foundational step in the airline’s broader ambition to redefine guest experience and operational agility through data-driven retailing. The milestone was achieved using Amadeus’ smart bridging capabilities, which translate traditional records from Saudia’s existing Amadeus Altéa Passenger Service System (PSS) into single order records in its new Amadeus Nevio environment.
Performing Smart bridging means Saudia can begin to operate with orders, accelerating the benefits of the airline retailing transformation in the new Amadeus Nevio environment for its guests while ensuring business continuity with existing traditional infrastructure.
“Saudia is committed to delivering the highest standard of guest experience and technology innovation is crucial to this objective. Moving to single Orders means we can gain a better understanding of our guests, what they’ve purchased from us, and our partners across the entire journey. Orders are the foundation for a more connected travel experience.” Arved von zur MuehlenChief Commercial Officer, Saudia
“Saudia is one of the airlines leading the industry with its ambitious transformation program. Moving to Orders with smart bridging is an important milestone that lays the foundation for a whole host of new traveler‑centric capabilities. We’re delighted to support Saudia’s continued innovation in airline retailing.” Maher KoubaaExecutive Vice President, EMEA Travel unit, Amadeus
Teams from Amadeus and Saudia continue to work closely together in joint innovation centers to ensure the airline maximizes the potential of the transformation to new retailing concepts and technology.
Source: Amadeus
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