Saudia Earns 2026 APEX Best Cabin Service in the Middle East Award

Saudia’s recognition at the 2026 APEX Awards is a significant milestone for the airline and a strong endorsement of its service transformation journey.

Key Highlights
- Award: Best Cabin Service in the Middle East, presented at the APEX Awards in Dublin during the Future Travel Experience (FTE) EMEA event.
- Evaluation: Based on over 1 million flights across 600+ airlines, with passenger feedback on cabin service, seat comfort, food & beverage, entertainment, and Wi-Fi.
- Leadership Statement: Rossen Dimitrov, Chief Guest Experience Officer, emphasized that the award reflects the professionalism and warmth of Saudia’s cabin crew, and the consistency of Saudi hospitality across its global network.

Guest Experience Transformation
- New Saudia Experience: A refreshed approach to service delivery, aiming for consistency and authenticity.
- Saudia BEYOND: A program equipping frontline teams with a hospitality standard rooted in Saudi culture.
- Focus: Thoughtful, reliable, and distinctly Saudi service at every stage of the journey.

Strategic Impact
- Reinforces Saudia’s position among leading global airlines.
- Supports Saudi Vision 2030, aligning with the Kingdom’s aviation and tourism ambitions.
- Builds on a growing record of international awards and recognition.

This award not only celebrates Saudia’s cabin crew but also signals the airline’s broader ambition to be a global leader in hospitality-driven aviation. If you think about it, Emirates is showcasing Wimbledon flair in the skies, while Saudia is being recognized for service excellence — both carriers are finding unique ways to elevate the passenger journey.