Riyadh Air, the Saudi carrier due to start flying later this year, has revealed one of the first key guest experience touchpoints, a ‘sonic brand’ element titled ‘Sound of a New Era’. Essentially a piece of music commissioned to reflect the airline brand, the sound will be a central pillar of Riyadh Air’s branding, subtly integrated into various touchpoints throughout the passenger journey, from boarding music and cabin announcements, to in-flight entertainment and meal service.
The sonic identity was composed and orchestrated at the world-famous Abbey Road Studios in London, by a live orchestra in collaboration with the Saudi National Orchestra and the Music Commission. A star of the performance was Kayan, the Saudi Orchestra’s first female violinist, joined by 13 musicians from the Saudi National Orchestra, who played traditional Arabic instruments such as the oud, qanun, and ney. The idea was to blend digital soundscapes with traditional instruments, to create a rich, layered sound that conveys a sense of tradition and modernity, innovation and progress.
You can listen to Riyadh Air’s sonic identity HERE
“We believe that a journey is more than just reaching a destination; it’s about the experience itself,” said Osamah Alnuaiser, SVP of marketing and corporate communications at Riyadh Air. “’Sound of a New Era’ isn’t just a sonic brand; it’s the symphony of our brand promise. It’s the sound of Saudi hospitality taking flight, heralding a new era of premium travel, infused with our rich cultural heritage and forward-thinking vision.”
Riyadh Air will reveal details of its seats, inflight products and airport experiences over the coming months as the airline prepares for its first flight later in 2025. The airline plans for a fleet of 60 Airbus A321neo aircraft, and 39 confirmed Boeing 787-9 aircraft with 33 more to follow.
