
Qatar Airways will highlight its latest technological advancement—an Arabic-language version of its AI-driven virtual cabin crew Sama—at the Arabian Travel Market (ATM) Dubai 2025, reaffirming its leadership in aviation innovation. The enhanced digital assistant, developed in collaboration with UneeQ, now offers seamless Arabic interactions, enabling travelers to access real-time flight updates, tailor itineraries, and receive culturally informed travel advice.
Engr. Badr Mohammed Al-Meer, Qatar Airways Group CEO, underscored the initiative’s significance: “Our participation at ATM Dubai reflects our dedication to shaping the future of travel through collaboration and cutting-edge technology. Sama’s Arabic capabilities embody our commitment to inclusivity and elevating the passenger experience.”
Attendees at the Dubai World Trade Centre (April 28–May 1, Stand ME 1420) will witness Sama’s emotionally intelligent AI, which analyzes user sentiment to recommend personalized travel options, alongside the airline’s QVerse VR platform, Next Gen QSuite cabins, and Multi-Sensory Experience, which previews destinations through immersive visuals, scents, and sounds.
Sama’s integration across Qatar Airways’ app, website, and social media channels (@SamaOnTheMove) further enhances its role as a 24/7 digital concierge, offering tips and engaging content to global travelers.
The airline’s broader digital overhaul, including Starlink Wi-Fi deployment and AI-driven services like duty-free shopping and meal customization, positions Sama as a cornerstone of its strategy to merge technology with human-centric hospitality. Al-Meer emphasized the initiative’s alignment with Qatar Airways’ vision to set global standards for passenger-centric innovation, ensuring a seamless blend of cultural relevance and technological sophistication in modern air travel.