Saudi Arabian Airlines

Helping a world-class airline develop a world-class website



SAUDIA is one of the largest, most technically-advanced airlines in the world, flying its customers all around the globe. We originally began working with SAUDIA in the 1990s, designing its in-flight magazine and entertainment channel idents, along with the airline’s catering brochure and video.


Go digital. We needed to improve the customer experience on SAUDIA’s website. With ambitious new targets in place to help drive customers online, it wanted to make sure its site was as good as possible, while taking the pressure off its contact centres in the process.

SAUDIA asked us to work alongside its development agencies and booking engine provider to look at everything, from design and content, to usability.



A complete redesign of the Saudi Arabian Airlines site. This included managing the technical complexities of maintaining user experience in multiple languages, including seamless Arabic.

And we went one step further. To ensure the site was as easy to use as possible, we carried out accessibility development and testing, so that those with sight difficulties found the site as user-friendly as those without.



  • Awarded ‘Most Improved Airline’ at the 2017 Skytrax World Airline Awards
  • Industry recognition – upgraded from a 3-star to a 4-star rating by Skytrax
  • 47% increase in year-on-year sales
  • 54% uplift in site visits
  • 11% conversion rate improvement
  • 11.5% increase in revenue per head