Qatar Airways introduces Sama, the first digital cabin crew member powered by artificial intelligence (AI), making her debut on social media. Through her Instagram account, @SamaOnTheMove, Sama will become the airline’s digital ambassador, sharing travel tips, personal anecdotes from her layovers, and an insider’s view of some of the world’s most exciting destinations.
Who is Sama, and what is her mission?
Sama embodies Qatar Airways’ commitment to technological innovation and emotional connection with its passengers. Designed to engage with a digitally native audience, her content aims to inspire and connect through travel experiences.
“The introduction of Sama on Instagram is an extension of our vision to combine human connection with technological innovation,” said Mr. Babar Rahman, Senior Vice President of Marketing and Corporate Communications at Qatar Airways. “Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to meaningful experiences.”
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How does Sama humanize the travel experience?
Sama offers a unique perspective on life as a cabin crew member, sharing personal stories, uncovering hidden gems in cities like Paris, and providing practical tips for navigating new destinations. Her content invites followers to explore new cultures, discover inspiring traditions, and see the world through her eyes.
What kind of content does Sama share on Instagram?
From traveler recommendations to special moments from her layovers, Sama delivers an authentic and close look at the experience of flying with Qatar Airways. Her goal is to connect with the audience in an innovative and human way, showcasing the airline’s network of over 170 destinations with a fresh and imaginative approach.
Facts and statistics about Qatar Airways
Qatar Airways has been awarded the title of “World’s Best Airline” eight times, an unprecedented milestone in the history of the Skytrax World Airline Awards. The airline has also been recognized for its business class, business class lounge, and as the best airline in the Middle East.
Qatar Airways was the first airline in the Middle East to achieve certification under the IATA Environmental Assessment (IEnvA) program and the first globally to be certified for the prevention of illegal wildlife trafficking in aviation.
With flights to over 170 destinations worldwide, Qatar Airways connects through its hub at Doha’s Hamad International Airport, which has been recognized as the “World’s Best Airport” by Skytrax multiple times. The airline is renowned for its commitment to innovation, service quality, and sustainability.
Qatar Airways has experienced significant growth, carrying approximately 40 million passengers in the fiscal year 2023/2024, with revenues close to 81 billion Qatari riyals. The airline has demonstrated a strong financial recovery post-pandemic, with an operating profit of around 13.4 billion Qatari riyals in 2023/2024.
The total assets of Qatar Airways have steadily grown, surpassing 163 billion Qatari riyals in 2024. The airline remains financially strong with a positive growth outlook.
Qatar Airways is recognized for its high service quality, scoring 4.4 out of 5 in customer evaluations. The brand has particular appeal among Generation Z and male travelers, with 75% of its users demonstrating loyalty to the brand.
