Riyadh Air aims to be 'disruptive airline'

Riyadh Air aims to be ‘disruptive airline – and liveries are no exception’

Aug 16, 2023 - 12:30 pm

Riyadh Air is seeking to be an “innovating and disruptive airline across all streams of the company, and our liveries are no exception”, said CEO Tony Douglas.

Speaking to FINN, Douglas, formerly CEO of Etihad Airways, said: “We are building Riyadh Air as a modern, innovating, and disruptive airline across all streams of the company, and our liveries are no exception.

“Riyadh Air is arguably one of the most prominent global start-ups with an ambitious vision in the last several years.”

Disruptive airline

The carrier, owned by Saudi Arabia’s Public Investment Fund (PIF), was launched in March, and immediately attracted headlines for its distinctive purple livery which is inspired by the movement of a birds’ wings in flight, the curves of Arabic calligraphy, and Saudi lavender fields.

Commenting on the launch earlier this year, he said: “The new airline reflects the ambitious vision of Saudi Arabia to be at the core of shaping the future of global air travel and be a true disrupter in terms of customer experience.

“Riyadh Air’s commitment to its customers will see the integration of digital innovation and authentic Saudi hospitality to deliver a seamless travel experience.

“By positioning the airline as both a global connector and a vehicle to drive tourist and business travel to Saudi Arabia, our new 787-9 airplanes will serve as a foundation for our worldwide operations, as we build the wider network and connect our guests to Saudi Arabia and many destinations around the world.”

Global aviation hub

Riyadh Air plans to purchase 39 Boeing 787-9s, with options for an additional 33 787-9s. Based in the capital city, Riyadh Air will play a key role in growing Saudi Arabia’s air transport network.

This agreement is part of Saudi Arabia’s wider strategic plan to transform the country into a global aviation hub.

In total, Saudi Arabian carriers today announced their intent to purchase up to 121 787 Dreamliners in what will be the fifth largest commercial order by value in Boeing‘s history.

This will support the country’s goal of serving 330 million passengers and attracting 100 million visitors annually by 2030.

Watch our recent video interview with Tony Douglas here.
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