Saudia , the national flag carrier of Saudi Arabia , has expanded its longstanding partnership with Almosafer Travel & Tourism Co. , through the implementation of New Distribution Capability (NDC) connectivity, which advances the airline’s digital distribution capabilities and enables richer, more personalised Saudia content to be discovered across Almosafer’s booking channels and AI-powered tools.
The agreement was signed during WTM Spotlight Riyadh 2026 by Arved von zur Muehlen , Chief Commercial Officer at Saudia , and Muzzammil Ahussain , CEO of Almosafer Travel & Tourism Co . The partnership builds on the longstanding relationship between the two companies and expands their existing integration.
Saudia continues to advance its adoption of NDC as part of the modernisation of its distribution capabilities. One of the most significant shifts in airline retailing in recent years, NDC enables airlines to move beyond traditional distribution technology and provide travel sellers with richer and more personalised content , including tailored fares, bundled ancillary services and dynamic pricing not previously accessible through legacy systems.
Saudia’s NDC-enabled content will also be discoverable through Almosafer’s AI-powered tools, including its AI-native filter, which helps guests navigate fares, bundles and ancillary options based on their preferences.
Almosafer’s integrations with AI assistants , including ChatGPT and Claude, also allow guests to search and compare flights , including Saudia services, through natural conversation .
Together, these capabilities make it easier for guests to access Saudia’s richer content and find the options best suited to their needs.
Arved von zur Muehlen said, “Our expanded partnership with Almosafer marks another important step in advancing Saudia’s distribution capabilities. Through NDC, we can provide guests with greater choice and more personalized offers, while giving our travel partners richer access to Saudia’s products and services.
He added, “As the way guests search for and book travel continues to evolve, this integration enables Saudia’s content to be more easily discovered across Almosafer’s digital and AI-enabled channels.”
Muzzammil Ahussain said, “Saudia has long been one of our most valued partners, and this milestone reflects the depth of that relationship. As one of Saudia’s largest travel partners, this integration enables us to offer our customers richer, more personalized content and greater choice, while further strengthening the connection between the national carrier and travelers across the Kingdom.
Ahussain added, “As Saudi Arabia’s tourism sector continues to grow, we look forward to building on our partnership with Saudia and delivering an increasingly seamless travel experience for our customers.”
Saudia’s continued expansion of NDC connectivity forms part of its wider digital transformation and the evolution of its distribution ecosystem.
As airlines increasingly move from legacy distribution technology toward richer and more dynamic retailing, Saudia is expanding how its products and services are distributed and discovered, giving guests greater choice and more personalized options across the channels they use to plan and book their journeys.