A Saudi Airline Embraces Luxury to End Emirates and Qatar’s Gulf Dominance

In the 78 years since Saudi Arabia launched its flag carrier, Saudia, with a plane gifted by US President Franklin D. Roosevelt, the airline has served largely as a means of ferrying the faithful to Mecca while adhering to the country’s strict social rules. No alcohol is served. Women must wear clothing that covers their legs. Cabin crew can separate women from men who aren’t family. And some planes have a prayer nook with a screen indicating the direction to Mecca as it changes during the flight.

Saudia stands in sharp contrast to regional rivals that have redefined luxury travel with showers, in-flight butlers and bars where premium-class passengers can recline on a sofa, tumbler of Glenfiddich in hand. Emirates, Qatar Airways and more recently Turkish Airlines have built megahubs for travelers between Asia, Europe, Africa and North America. And their home bases have increasingly become destinations rather than mere transfer points, with beaches, amusement parks, high-end shopping and sumptuous hotels within easy reach of the arrival gate.