With plans for its maiden flight to take off mid-next year, Riyadh Air is set to become The Kingdom’s newest airline, connecting Riyadh and Saudi Arabia to the rest of the world.
Riyadh Air is proud to be different and with its digital-first approach, hopes to change the future of air global air travel, putting customers first and offering a passenger experience that sets it apart from other airlines. After the reveal of the company in March 2023, Riyadh Air has revealed plans to fly to over 100 destinations worldwide by 2030. This will align with Saudi Arabia’s Vision 2030 and help to improve connectivity to the country, subsequently encouraging tourism for both domestic and international travellers.
As Chief Commercial Officer, Mr. Vincent Coste has over 30 years of experience in commercial leadership roles in the aviation industry, driving growth across EMEA, the US, Latin America, Asia, and the Indian sub-continent. He joined Riyadh Air after almost four years as Chief Commercial Officer at Gulf Air, the national carrier of the Kingdom of Bahrain and one of the first commercial airlines established in the Middle East. During his time at Gulf Air, Vincent oversaw major business developments, including fleet modernisation, network expansion, enhanced product offering, rebranding, and long-term strategic direction for continuous growth. Today he oversees Riyadh Air’s commercial strategy and future development across business areas, including network planning, pricing, revenue management, cargo, marketing, digital, distribution, product, and guest experience. Here, we find out more about the vision for the company and what’s to be expected when the airline takes its maiden flight next year.
The tagline “transforming the future of air travel” is a very poignant message – what makes Riyadh Air different from other airlines?
That’s a great question! Transforming the future of air travel is a universal statement of our intention, a positioning and a goal all wrapped in one. Our team didn’t just come together to figure out the unique selling points for Riyadh Air. We looked at it through the eyes of the traveler and the customer experience. It was clear that air travel had lost some of its magic. Where is the joy? That special feeling? For many people, flying is a big occasion in their lives, but it feels like most airlines – and the aviation industry overall – are more focused on treating passengers like just another piece of cargo. Too often, people travel from point A to B with little genuine interaction or enjoyment.
Realizing this, we knew it was time to shake things up and put the traveller back at the centre of what we do. We asked ourselves how we could really change the future of air travel and so, to answer the question, we have brought together a team with a pioneering spirit, free from traditional constraints. Everything is starting to fall into place. It seems so obvious now, and you might wonder why other airlines haven’t caught on. The truth is, many are too stuck in the old ways of flying, while Riyadh Air is starting fresh, without the baggage of legacy issues and with a drive to challenge the norm. We want to create a fresh approach to travel, recapturing the golden era of flight that has been lost.
How will the airline support the growth of tourism in Saudi Arabia?
Riyadh Air will play a key role in boosting tourism in Saudi Arabia by making it easier to connect to important global destinations. With direct flights and smooth connections, we will help international travellers discover the Kingdom’s amazing cultural, historical, and natural sights. From the moment our guests board, our promise is an unforgettable journey and an effortless gateway to the Saudi Arabian experience.
We’re aligned to national strategies, working closely with stakeholders, and our marketing campaigns aim to highlight Saudi Arabia’s unique attractions to a global audience. By working with our partners, Riyadh Air wants to create authentic travel experiences that showcase the Kingdom’s diverse offerings.
Riyadh Air is about making access to the Kingdom easier and contributing to the growth of a sustainable tourism sector. We will be working with the Saudi Tourism Authority to enhance the tourist experience in the Kingdom, which includes expanding flight routes and participating in roadshows and global events that spotlight our offerings. These initiatives will promote Saudi Arabia as a go-to travel destination, support economic growth, and enable cultural exchange. We will shape the future of tourism by ensuring visitors have great access to the treasures of the Kingdom.
How is the airline prioritizing sustainable practices?
We are dedicated to minimizing our environmental footprint through strategic investments and sustainable practices. Our efforts include investing in advanced, fuel-efficient aircraft to reduce carbon emissions significantly, applying sustainable best practices in aircraft design and operations to lower weight and enhance efficiency, and using cutting-edge technology and systems to drive operational efficiencies and reduce fuel consumption.
Our commitment extends beyond operations. We aim to positively impact the communities we serve and protect the planet for future generations. This is reflected in our alignment with key initiatives like IATA’s goal to achieve Fly Net Zero by 2050. We have joined the United Nations Global Compact, embracing the Sustainable Development Goals (SDGs) to guide our efforts. Within our own operations, this commitment is embedded with Environmental, Social, and Governance (ESG) principles at the heart of Riyadh Air. This extends further to our workforce, as demonstrated by initiatives like launching electric buses to provide a convenient and eco-friendly daily commute for our employees.
At Riyadh Air, we also understand that sustainability is not just about implementing green practices but also about creating value for all stakeholders. By prioritizing sustainability, we believe we can create a positive impact on society while also securing long-term success for our company. Our focus on sustainability extends beyond the skies and into our operations on the ground. We have implemented initiatives to reduce our carbon footprint, such as investing in more fuel-efficient employee transport options and implementing green technologies at our headquarters. This not only benefits the environment but also helps us to cut costs and operate more efficiently.
We are committed to giving back to the communities we serve. We invest in our employees’ development and well-being, support local communities through various social responsibility projects, and ensure ethical and transparent business practices. Through various partnerships and initiatives, we aim to make a positive impact in areas such as education, healthcare, and environmental conservation. Our goal is to create a sustainable future for our airline and the world around us.
What will a customer experience look like on Riyadh Air?
Our customers can expect an experience that goes beyond travel; it will cover everything from planning and booking to arriving at the destination. As a digital-first airline, we are all about leveraging technology at every step of the journey. With our advanced tech, we are set to transform the Riyadh Air experience – from booking and airport processes to time onboard – giving a level of personalization like never before. While many airlines are stuck with outdated technology and legacy systems, Riyadh Air will use tools designed for today’s travelers. This includes offering a seamless and personalized booking process, utilizing data to anticipate customer needs and preferences, and creating a more efficient and eco-friendly in-flight experience.
We know the maiden flight is expected to launch next year – where is the company currently at with the progress for the launch?
Yes, we are on track to be fully up and running mid-next year, with our first commercial flight set for 2025. We just announced a big order for Boeing’s new Dreamliner 787s and are in advanced talks to supplement our fleet with narrow-body jets. In addition, we are forging ahead with strategic partnerships with regional and international airlines, such as Delta, Turkish Airlines and Singapore Airlines, to expand our global network and the destinations we serve – all of which will make Saudi Arabia a gateway for international travel markets.
Can we expect sponsorships and commercial exposure of the airline globally, as we have seen with other airlines in recent years?
Our strategic vision includes expanding our global presence through targeted sponsorships and commercial exposure. These efforts align with our brand values and objectives and will enhance our international standing as well as connect us with diverse audiences. We want Riyadh Air to become a globally recognized brand, and this will help to support our ambitious growth plans.
One way we can do this effectively is to support and jointly promote Riyadh and Saudi Arabia as exceptional destinations for tourism, leisure, and business. Saudi Arabia is set to host several major sporting and high-impact events over the next decade – AFC Asian Cup in 2027, Riyadh Expo 2030, the 2034 FIFA World Cup and Formula 1, as well as other major international competitions and entertainment events. As a national flag carrier, these events will project Riyadh Air as a leading player on the world stage and are very much part of our strategy as we scale up operations, develop our network and reach out to the global market.
Tell us a little about what your role entails and the biggest challenge you must deal with.
As Chief Commercial Officer of Riyadh Air, I am responsible for guiding our commercial strategy, boosting revenue, and improving customer experiences, all while staying in line with our company vision and responding to market trends. We are always looking for new tech and solutions to enhance our operations, lessen our environmental impact, and elevate the overall travel experience. I’m dedicated to driving positive change and shaping the future of aviation to be more responsible and sustainable.
The toughest challenge in my role is dealing with fierce competition in a fast-changing market. To tackle this, I prioritize innovation and strategic partnerships, making sure we stay nimble and ready for change. This way, we can secure our spot as a top airline and deliver value to our customers.
On a broader level, what are some of the trends and key issues you feel need to be addressed in the aviation industry today?
Technology is leading the charge, enhancing operational efficiency and customer experience with digital solutions like AI, IoT, and big data analytics. These innovations help streamline routes, improve processing, and offer personalized services that cater to evolving passenger expectations.
Sustainability is a major focus too, with the aviation industry working hard to cut carbon emissions and hit net-zero goals. Airlines are pouring resources into sustainable aviation fuels, electric and hybrid aircraft technologies, and carbon offset programs to lessen their environmental footprint.
However, the industry is not without its challenges. Regulatory changes and economic pressures require quick thinking and adaptability, while safety continues to be a top priority. My feeling is that we are at a crossroads, balancing tech innovation with sustainability and safety. For Riyadh Air, the focus is on harnessing digital transformation and building strategic alliances to expand our network, share resources and tackle these challenges to provide outstanding value to passengers everywhere.
In this issue, we are celebrating Saudi National Day – as a company, what does this day mean?
Saudi National Day holds profound significance for Riyadh Air as it embodies our national pride and celebrates our rich cultural heritage. As a company, we are deeply committed to connecting Saudi Arabia to the world, and this day serves as a reminder of the pivotal role we play in highlighting the beauty and diversity of the nation on a global stage. Our commitment extends beyond celebration; it is about contributing to a vibrant and dynamic Saudi Arabia that welcomes the world. We are proud to be a part of this journey, enhancing connectivity and driving progress in line with the visionary goals of our nation.
What is a final message you would send to readers about the airline?
Our first commercial flight will be taking off in mid-2025 and we’re on the runway to that momentous moment. To all our future customers and travellers, I say keep an eye out online, in the press and to the skies for our distinctive lavender planes and get ready for a new era of travel that you have never experienced before. These are exciting times for Riyadh Air, Riyadh, and the kingdom – let’s fly high together towards a brighter, more sustainable future!
