The ‘Saudi Vision 2030’ has set an audacious goal of attracting 150 million visitors per year, and the burgeoning air transport sector in Saudi Arabia is currently one of the most talked-about developments in the industry. With innovative airlines and airports emerging, they are poised to redefine what excellence means in this space. One such example is flyadeal, a digital-first, cost-effective airline that operates under the umbrella of the national carrier Saudia. Steven Greenway, the CEO of flyadeal, is leading the airline into an era marked by rapid expansion, contributing significantly to Saudia’s transformative journey.
As Greenway prepares to present a Keynote Address at the upcoming FTE EMEA and FTE Ancillary & Retailing events in Dublin, he sheds light on how the aviation landscape in Saudi Arabia is set to surpass passenger expectations and revolutionize future industry strategies. He emphasizes flyadeal’s commitment to integrating cutting-edge technology to streamline and enhance the travel experience for passengers.
Since taking the helm at flyadeal in January 2024, Greenway has been amazed by the Kingdom’s rapid growth, fueled by substantial investment in various sectors, including aviation and tourism. His focus has been on maintaining the momentum established by his predecessor and exploring new opportunities to expand beyond the traditional mandate of a low-cost carrier.
With extensive experience in the airline industry across various continents, including Asia, North America, Europe, and the Middle East, Greenway brings a wealth of knowledge to the table. He acknowledges the similarities between the current landscape in the Middle East and Asia a decade ago, suggesting a valuable exchange of best practices is possible.
Greenway also recognizes the impact of Future Travel Experience on the industry, citing its visionary initiatives and advocacy for collaboration and knowledge sharing. He is enthusiastic about his role on the FTE Executive Advisory Board and the opportunity to contribute his insights.
He anticipates that Saudi Arabia’s economic transformation will have far-reaching effects on the travel industry. With plans to accommodate a 50% increase in tourism by 2030, the entire ecosystem faces new challenges and opportunities to elevate standards and leverage advancements like Artificial Intelligence (AI).
As part of this innovative drive, Greenway is participating in The Future Differentiation & Business Models Think Tank, collaborating with industry executives to inspire and guide the future of air travel. Their collective vision will be unveiled at the FTE EMEA and FTE Ancillary & Retailing events.
flyadeal, which began as a digital-only airline, continues to evolve with technology. By mid-year, the airline expects to reach a milestone of 30 million passengers since its inception in 2017. Greenway’s strategy includes tripling the fleet size and significantly increasing the number of destinations, with a strong focus on user-friendly digital interactions for customers.
As flyadeal sets its sights on becoming the airline of choice, Greenway is mindful of the broader narrative shaped by Saudi Arabia’s expansive tourism infrastructure developments. He envisions a future where the Kingdom’s domestic and international tourism flourishes, driven by an increasing desire for travel and discovery.