Saudi Airline wins APEX 2025 award for best guest experience
Recognition strengthens airline’s service commitment to Pakistani travelers
Saudi Arabia’s national carrier, Saudia, has been awarded Best in Class for Service-Guest Experience by the Airline Passenger Experience Association (APEX) for 2025, achieving the highest score in its category among all airlines recognized as APEX World Class for the year. The accolade highlights Saudia’s leadership in global aviation hospitality and reinforces its growing commitment to passengers from Pakistan, one of its largest markets.
The APEX World Class status, considered among the most prestigious distinctions in the airline industry, evaluates carriers on three key pillars: guest experience, safety and well-being, and sustainability. Saudia’s win in the service category underscores its emphasis on seamless journeys, attention to detail, and authentic Saudi hospitality—qualities that continue to shape its competitive edge internationally.
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For Pakistani travelers, who represent a significant portion of Saudia’s customer base, the recognition reflects the airline’s efforts to enhance services tailored to regional preferences. With longstanding cultural and economic ties between Pakistan and Saudi Arabia, officials said the award reaffirms the airline’s role as a bridge for millions of travelers between the two nations.
Rossen Dimitrov, Saudia’s Chief Guest Experience Officer, hailed the achievement as a reflection of the airline’s transformation strategy. “This award is a testament to the passion, care, and dedication of every member of the Saudia team,” he said. “Guided by Saudi Vision 2030, we are committed to redefining the guest journey by creating personalized, memorable experiences rooted in the warmth and generosity of Saudi hospitality.”
Saudia has invested heavily in recent years to elevate its service standards. Key upgrades include modernized cabin interiors, high-speed in-flight connectivity, curated entertainment, and enhanced onboard dining designed to reflect both global and Saudi culinary traditions. The airline’s transformation plan also focuses on sustainability and operational efficiency, positioning it to compete with top international carriers.
Industry experts note that the award reflects not only Saudia’s efforts to improve passenger satisfaction but also its broader ambition under Vision 2030 to expand Saudi Arabia’s aviation footprint. As Gulf carriers continue to compete for global market share, such recognition places Saudia alongside established leaders in premium guest experience.
Pakistan remains central to this strategy. Saudia operates frequent routes connecting major Pakistani cities to Saudi Arabia, serving a large diaspora and religious travelers making pilgrimages to Makkah and Madinah. By rolling out cabin upgrades, faster connectivity, premium dining, and culturally relevant entertainment, the airline aims to strengthen loyalty among Pakistani passengers while offering a travel experience that feels familiar yet world-class.
The award also arrives at a time of intensifying regional competition, with Middle Eastern carriers seeking to capture expanding South Asian travel markets. Analysts suggest that Saudia’s recognition by APEX may bolster its reputation among Pakistani travelers, who are increasingly seeking comfort, reliability, and affordability in long-haul journeys.
Saudia’s leadership has framed the award as both a milestone in its modernization journey and a promise of consistency for its passengers worldwide. For Pakistani travelers in particular, officials said, the airline’s focus on guest comfort and cultural resonance serves as a reaffirmation of shared values and long-standing connections.
As global airlines race to set new standards in service and sustainability, Saudia’s recognition as Best in Class for Service-Guest Experience cements its status as a rising contender in international aviation. For Pakistanis, who make up one of its most loyal passenger groups, the honor signals a renewed commitment to delivering a seamless and distinguished journey in the years ahead.
