Saudia Group unveils premium and innovative services to elevate 2025 Hajj season experience

SAUDIA: Comprehensive service packages covering air transport, accommodation, catering, and logistics at holy sites

Launch of the “Coolest Ihram,” the world’s first smart pilgrimage garment developed in collaboration with international partners

Enhanced luxury experience featuring rest areas, dining spaces, coffee and snack lounges inspired by AlFursan Lounges and dedicated services for individuals with special needs

Saudia Group has announced the launch of a comprehensive and forward-looking plan for the 2025 Hajj season, expected to take place from June 4 to 9, pending the official moon sighting. The new strategy introduces a suite of premium and integrated services designed to transform the pilgrim experience through an elevated level of comfort, safety, and hospitality across all stages of the sacred journey. This initiative reaffirms Saudia’s leading role in providing holistic, world-class travel and hospitality solutions, and aligns with the Kingdom’s Vision 2030 goals of enhancing Saudi Arabia’s global standing as a premier destination for religious tourism.

Commenting on this groundbreaking initiative, Eng Ibrahim Al-Omar, Director General of Saudia Group, stated: “Hajj remains one of our top national priorities. This year, we’re proud to not only manage air operations at full capacity but to also extend our role to become a direct service provider to pilgrims.

Through this expansion, we aim to deliver a holistic experience that meets the highest standards of care and hospitality.”

He continued, “We’re investing over SAR 100 million in Makkah, Madinah, and the holy sites to provide pilgrims with thoughtfully curated service packages, to redefine the concept of Hajj service delivery, setting a new standard for excellence.”

Comprehensive Services for Pilgrims

For the first time in its history, Saudia Group is introducing a full suite of integrated services for Hajj pilgrims, offering services that include air transport, logistics support within the holy site, return boarding passes issuance during departure flights, and offering multilingual staff on board to ensure seamless communication. Furthermore, comprehensive medical services — including onboard oxygen supply and stretcher support — will be available to assist pilgrims with special health needs. Instructional programs on Hajj rituals and regulations, developed in collaboration with the Ministry of Hajj and Umrah, will also be offered during the flight.

Luxury Hajj Experience

To elevate the spiritual journey, Saudia is enhancing the luxury Hajj experience through offering premium accommodation, designated rest areas, restaurants, restaurants, coffee and snack inspired by Saudia’s renowned AlFursan Lounges within the holy sites. Pilgrims will also enjoy curated in-flight meal options, real-time alerts for prayer times and Ihram Miqat, and custom instructional programs developed in partnership with the Ministry of Hajj and Umrah.

Additional specialized services—such as dedicated transportation, onboard oxygen, and medical stretchers—will further support passengers with special needs, ensuring an inclusive and comfortable journey for all.

Air Fleet

In preparation for the 2025 Hajj season, Saudia is allocating over one million seats utilizing a modern fleet of 158 aircraft. With a projected market share of up to 35%, the airline will serve pilgrims from over 100 global destinations. The end-to-end travel experience is designed to maximize comfort and efficiency, from ticket issuance to streamlined arrival and departure processes. Saudia is also coordinating extensively with public and private sector partners to ensure smooth operations across all airport touchpoints, with more than 11,000 frontline staff and aircraft maintenance technicians mobilized to serve pilgrims across a 74-day operational window.

Facility Development

As part of its ongoing commitment to elevating the pilgrim experience, Saudia has invested over SAR 100 million to expand and develop its facilities in Makkah, Madinah, and the Holy Sites. This includes the establishment of luxury accommodations with views of the Two Holy Mosques and premium catering services tailored to the diverse culinary preferences of pilgrims.

The Group has also introduced rest areas inspired by the AlFursan lounges, as well as business-class beds within the Holy Sites to ensure maximum comfort and privacy. In alignment with its national development goals, Saudia remains committed to supporting local talent, with a significant proportion of its workforce composed of Saudi nationals and 29% of its procurement allocated to local content.

Technical Innovation: The Coolest Ihram

In a breakthrough that reinforces Saudi Arabia’s leadership in Hajj and Umrah services, Saudia Group unveiled the “Coolest Ihram”—the world’s first high-tech Ihram garment crafted to deliver a cooler, more comfortable pilgrimage experience during Hajj rituals. Developed in collaboration with Landor, a global branding agency, and brrr®, a leading U.S. cooling fabric company, this smart garment uses cooling minerals, moisture-wicking properties, and rapid-drying technology to reduce skin temperature by 1–2°C depending on environment and individual metabolic rate.

It also offers UPF 50+ sun protection, enabling pilgrims to perform their rituals in greater comfort and safety, particularly in high temperatures.

Offering Landor’s perspective, Luc Speisser, Global Chief Strategy and Innovation Officer, said: “We saw an opportunity not only to elevate Saudia’s brand internationally, but to do it in a meaningful way, making a positive difference to passengers, during the journey of a lifetime.

As a brand, Saudia promises innovation, and with the “Coolest Ihram”, they’re putting that promise into practice.”

Mary-Cathryn Kolb, Founder & Chief Executive Officer of brrr®, said: “We were incredibly excited to partner with Landor and Saudia on this project, because we knew the difference it would make to pilgrims, in one of the most important moments of their lives. This is a wonderful opportunity for us to build new relationships and break new ground, while demonstrating the performance power of our fabrics.”

Makkah Route Initiative

The Makkah Route Initiative continues to streamline pilgrim services for more than 120,000 individuals annually, offering comfort and efficiency from departure to arrival.

A key highlight of the initiative is the “Luggage First” service, which oversees the smooth handling and transportation of over 270,000 pieces of luggage and 240,000 bottles of Zamzam water—allowing pilgrims to travel with ease and peace of mind.

These innovative solutions further underscore Saudia Group’s dedication to enhancing the quality of its services and reaffirming the Kingdom’s role as a global leader in religious hospitality.

Supporting Saudi Vision 2030

The initiatives outlined above demonstrate Saudia’s unwavering commitment to supporting Saudi Vision 2030 by enhancing the Kingdom’s tourism infrastructure and solidifying its status as a leading global destination for religious and cultural travel.

By prioritizing the Hajj and Umrah seasons, Saudia ensures that every pilgrim experiences comfort, safety, and spiritual fulfillment through world-class, integrated services that reflect the Kingdom’s dedication to excellence.

Saudia has transformed from a traditional transportation provider into a leading force in tourism development, a champion of cultural exchange, and a proud ambassador for a modern Kingdom deeply rooted in its heritage. Leveraging global partnerships and embracing advanced hospitality technologies, Saudia plays a vital role in advancing the national economy while elevating the travel experience to and from the Kingdom.