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Saudia, the national flag carrier of Saudi Arabia, has been honored with the prestigious ‘Best in Class for Service-Guest Experience’ award for 2025 by the Airline Passenger Experience Association (APEX). This accolade marks the highest score in service and guest experience among all airlines recognized as APEX World Class in 2025, solidifying Saudia’s status as a global leader in hospitality and passenger care.
The award is part of the APEX World Class status evaluation, which also considers safety and well-being, and sustainability. It recognizes Saudia’s exceptional ability to deliver a seamless and memorable guest journey, characterized by meticulous attention to detail, warm and authentic Saudi hospitality, and personalized service.
Mr. Rossen Dimitrov, Chief Guest Experience Officer at Saudia, remarked, “This achievement is a testament to the passion, care, and dedication of every member of the Saudia team. We are committed to redefining the guest journey and delivering personalized, memorable experiences that embody Saudi hospitality—warmth, generosity, and pride.” He further emphasized that this recognition aligns with Saudi Vision 2030’s goals of elevating guest experiences and setting new global benchmarks in the aviation industry.
Dr. Joe Leader, Group CEO of APEX, shared his firsthand experience of Saudia’s hospitality, saying, “Saudia represents the pinnacle of guest experience through authentic warmth, seamless service, and exceptional attention to detail.” He praised the Saudia team for their continuous investment in enhancing every aspect of the guest journey, setting new standards for global airline service excellence.
Saudia’s improvements span across all facets of the passenger journey, including cabin upgrades, high-speed inflight connectivity, curated entertainment, and elevated onboard dining. These enhancements form part of a comprehensive transformation strategy to deliver world-class hospitality while showcasing Saudi Arabia’s culture and values to international travelers.
This award strengthens Saudia’s leadership in the global aviation market as it continues to provide distinguished service that reflects the Kingdom’s vision and commitment to excellence