DOHA, Qatar (WE) — In a bold step toward solving one of the biggest pain points in global air travel — the cultural and technological disconnect between airlines and regional passengers — Qatar Airways unveiled an impressive suite of innovations at the Arabian Travel Market 2025 (ATM Dubai), spotlighting its deep investment in personalized, culturally fluent, and immersive passenger experiences.
As the World’s Best Airline, a title it earned at the 2024 Skytrax World Airline Awards, Qatar Airways used the opening day of ATM 2025 to address a longstanding issue in aviation: while digital technology is rapidly transforming global travel, many passengers — especially Arabic speakers — still feel alienated by airline tech that doesn’t fully understand their language, culture, or preferences.
Qatar Airways’ response? Sama, a conversational, Arabic-speaking AI cabin crew, alongside immersive technologies like a hyper-realistic VR Orchard and the upgraded Qsuite Next Gen — all designed to humanize digital travel and cater more personally to the Arab traveler and the global luxury flier.
Bridging the Cultural-Tech Divide with Sama
The centerpiece of Qatar Airways’ showcase was Sama, the world’s first AI digital human cabin crew. But this isn’t just a chatbot dressed in a uniform.
Unlike standard airline virtual assistants, Sama now understands and speaks fluent Modern Standard Arabic and can interpret regional dialects, which is a game-changer for travelers across the Middle East and North Africa (MENA).
“We, at Qatar Airways, are proud to return to ATM with industry innovations that reflect the diversity and spirit of our region,” said Engr. Badr Mohammed Al-Meer, Group CEO of Qatar Airways.
“Sama can now connect with millions of Arabic-speaking passengers through various dialects — offering a more intuitive and personal way to communicate with us.”
The innovation directly addresses one of the airline industry’s chronic problems: language and cultural gaps in customer support systems. Most AI-powered tools used by airlines have catered primarily to English-speaking users. This limitation leads to confusion, errors in booking, and a lack of personalized service for non-English speakers.
With Sama, Qatar Airways is breaking that barrier. Now available across Qatar Airways’ mobile app and its QVerse immersive web platform, Sama engages users in real-time, handling:
- Flight bookings
- Destination suggestions
- Product and service questions
- Travel advice tailored to Arabic culture
This makes the airline not only more accessible but also more welcoming — a key element for passengers who prefer personalized communication in their native language.
Familiarity Meets Innovation in the Virtual Orchard
While Sama handled the conversation, another feature at the ATM 2025 booth took visitors on a tranquil, high-tech journey — The Orchard in VR.
A stunning virtual recreation of the real Orchard at Hamad International Airport (HIA) — the airline’s hub in Doha — was unveiled for the first time at the travel fair. In the QVerse, this immersive simulation lets passengers walk beneath the towering trees, explore its nature-inspired design, and soothe their senses, mimicking the real-life experience awaiting them at the airport.
This solves another problem: the unfamiliarity and anxiety many travelers feel before arriving at an international airport.
“We know many passengers are overwhelmed by large, unfamiliar terminals. By using immersive VR to introduce them to one of the airport’s most relaxing environments — The Orchard — we’re making the journey less intimidating,” said a Qatar Airways spokesperson.
The Orchard at HIA has received praise for being an oasis of calm amidst the chaos of international travel. By previewing this space virtually, Qatar Airways helps passengers prepare mentally and emotionally — improving travel confidence, especially for new or nervous flyers.
A New Era in Business Class: Qsuite Next Gen
Of course, luxury is still at the core of Qatar Airways’ brand identity, and the Qsuite Next Gen was designed to extend its premium edge in business travel.
Known for revolutionizing business class with its first double bed in the sky, the original Qsuite won multiple awards. But the Next Gen version shown at ATM 2025 raised the bar even higher.
What’s new?
- More customization options
- Sleeker design for solo and group travelers
- Enhanced privacy settings
- Modular configurations to match individual preferences
Visitors at the booth were invited to step inside the redesigned Qsuite, which merges digital personalization with real-world comfort. This addresses the growing demand from high-end travelers who want more control over their flying experience.
To bring the suite to life, Qatar Airways also debuted a multi-sensory pod that simulates the Qsuite environment using:
- 360° visuals
- Ambient sounds
- Aromatherapy scents
- Motion cues
This immersive touch helps potential passengers visualize exactly what to expect onboard — again reducing friction, boosting satisfaction, and elevating the booking experience before takeoff.
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Strengthening Tourism with Global Partnerships
Qatar Airways didn’t just show off high-tech features at ATM 2025 — it also demonstrated its growing role as a catalyst for global tourism growth, especially in emerging markets.
On the sidelines of the event, the airline signed strategic Memoranda of Understanding (MoUs) with:
These partnerships aim to:
- Boost visitor arrivals through Doha’s HIA
- Promote top-tier leisure destinations in Southeast Asia
- Develop joint marketing campaigns with regional tourism boards
- Tap into emerging tourism segments like wellness and eco-tourism
By helping funnel more tourists through Doha — and into high-potential destinations like the Maldives and Indonesia — Qatar Airways is actively reshaping regional travel dynamics while making it easier for travelers to access unique and captivating getaways.
Expanding Flight Frequencies to Meet Growing Demand
Tackling yet another travel pain point — limited connectivity and long layovers — Qatar Airways also announced expanded flight frequencies for the 2025 peak summer season.
The move directly addresses complaints from travelers about:
- Infrequent routes to niche or seasonal destinations
- Difficulty finding direct flights during high-demand periods
New or increased services will include key international and regional cities:
- Dar Es Salaam and Kilimanjaro
- Entebbe
- Tokyo Narita
- Maputo–Durban
- Larnaca
- Trabzon
- Sharjah
- Manchester
- Madrid
- Lisbon
- London Heathrow
This development reinforces the airline’s position as a global connector, improving accessibility while enhancing travel choices for both leisure and business travelers.
Industry-Wide Impact: Solving the “Digital Coldness” of Air Travel
One of the most pressing challenges in the airline industry is what experts call “digital coldness” — where automation and tech advancements have left customers feeling alienated instead of supported.
Qatar Airways is actively working to counteract this effect.
By combining immersive tech, cultural relevance, and human-like AI, the airline is crafting experiences that feel less robotic and more relational — a direction the industry as a whole has struggled to pursue effectively.
“The future of travel is not only digital, but also deeply human,” said CEO Al-Meer.
“Everything we showcased — from Sama to our VR Orchard — is built to enhance the emotional experience of travel.”
Final Thoughts: A Model for the Future
With cultural fluency, digital immersion, and strategic expansion, Qatar Airways isn’t just marketing innovation — it’s solving real problems in modern travel.
By humanizing its digital tools, bridging language gaps, and immersing travelers in their journey long before they board, the airline offers a blueprint for others looking to thrive in a tech-centric, globally diverse travel industry.
As passengers demand more personalization and emotional resonance from their journeys, Qatar Airways seems to be saying: “We hear you. In your language.”
