Qatar Airways, acclaimed as the World’s Best Airline by Skytrax in 2024, made a powerful statement on the opening day of Arabian Travel Market (ATM) Dubai 2025, unveiling a suite of industry-leading digital and experiential innovations designed to redefine the future of air travel. At the heart of the airline’s showcase was the debut of Sama, the world’s first AI-powered digital human cabin crew, now with advanced Arabic-speaking capabilities.

Sama, whose name means ‘sky’ in Arabic, is powered by UneeQ-a New Zealand-based leader in intelligent digital human interfaces-and is designed to engage with passengers in both Arabic dialects and Modern Standard Arabic, offering a uniquely personalized and culturally attuned travel experience.

Sama’s new role extends beyond ATM, as she is now accessible across Qatar Airways’ digital ecosystem, including the award-winning mobile app and the immersive QVerse web platform. Travelers can interact with Sama through voice and chat, receiving real-time assistance with flight bookings, destination recommendations, and personalized itineraries.

Sama’s AI is also emotionally aware, capable of interpreting user moods to suggest the perfect holiday destination, marking a significant leap in the field of emotionally intelligent AI assistants. Beyond the booking process, Sama has become a social media ambassador, engaging a global audience on Instagram (@SamaOnTheMove) with travel tips, behind-the-scenes stories, and insights into the airline’s operations, further humanizing the brand and connecting with digitally native travelers.

Qatar Airways’ ATM stand also introduced The ORCHARD, a hyper-realistic virtual recreation of the iconic indoor garden at Hamad International Airport, allowing visitors to explore and preview the tranquil, nature-inspired environment in immersive VR. This experience is designed to make the unfamiliar feel familiar, setting a new standard for digital engagement in travel.

A major highlight was the Qsuite Next Gen, the latest evolution of Qatar Airways’ award-winning business class. The new suites feature fully customizable Quad and Companion Suites, movable 4K OLED Panasonic Astrova in-flight entertainment screens, increased dining space, taller digitally controlled privacy dividers, ambient lighting, and a dedicated ‘Make My Bed’ button for a 5-star turn-down service.

These innovations are set to debut on the Boeing B777-9 aircraft, offering passengers unprecedented levels of comfort, privacy, and connectivity. Complementing the Qsuite Next Gen was a multi-sensory pod, which brought the suite’s atmosphere to life through visuals, sound, scent, and motion, providing a fully immersive preview of the onboard experience.

Qatar Airways also announced expanded flight frequencies to key destinations, including Dar Es Salaam, Kilimanjaro, Entebbe, Tokyo Narita, Maputo–Durban, Larnaca, Trabzon, Sharjah, Manchester, Madrid, Lisbon, and London Heathrow for the peak summer season. In parallel, the airline signed new Memoranda of Understanding with Visit Maldives and Indonesia’s Ministry of Tourism to boost visitor arrivals and explore new tourism promotion opportunities via Hamad International Airport.

Additionally, the airline revealed that more than half of its Boeing 777 fleet now features Starlink’s high-speed Wi-Fi, with plans to equip all wide-body aircraft by the end of 2025, ensuring seamless connectivity for passengers.

Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, emphasized the airline’s commitment to innovation and regional relevance: “We are proud to return to ATM with industry innovations that reflect the diversity and spirit of our region. Sama, The ORCHARD in VR, Qsuite Next Gen, and our multi-sensory pod are all part of how Qatar Airways is shaping a future of travel that is not only digital, but also deeply human.”

Visitors can experience these innovations firsthand at Qatar Airways’ stand ME1420, located between Halls 3 and 4 at the Dubai World Trade Centre, until May 1, 2025. Through these advancements, Qatar Airways continues to set new benchmarks in digital transformation, personalized service, and customer engagement, reaffirming its leadership in the global aviation industry.

Turkish Airlines has expanded its complimentary “Touristanbul” program, offering international transit passengers with layovers of 6 to 24 hours at Istanbul Airport (IST) a unique opportunity to explore the city’s rich history and culture without leaving the airport experience behind.

Eligible travelers can choose from six different daily tours, each led by professional guides and including transportation by shuttle bus directly from the airport.

One of the highlights of the program is a visit to Bozdağ Film Studios in Beykoz, a sprawling 200-acre complex renowned for producing popular Turkish historical TV dramas like "Diriliş: Ertuğrul" and "Kuruluş: Osman."

This studio is the largest in Europe and the third-largest in the world, offering visitors a behind-the-scenes look at life-sized sets that recreate different eras of Turkish history.

Beyond the film studio, the various tour routes cover Istanbul’s most iconic landmarks, such as the Blue Mosque, Dolmabahçe Palace, Hippodrome, Taksim Square, Grand Bazaar, and the Galata Bridge, with photo stops and guided commentary throughout.

Passengers can also enjoy authentic Turkish cuisine—such as fire-cooked soup and hand-pounded rice pudding—at local restaurants, and participate in cultural workshops like glassmaking and archery.

All meals, museum entrance fees, and transportation are included at no cost, and the tours are available every day of the year, with 19 different routes offered weekly. To participate, passengers must have a Turkish Airlines ticket with a layover of 6 to 24 hours, and must register at the Touristanbul desk at least 30 minutes before the tour begins.

The program is designed to ensure travelers return to the airport with ample time for their connecting flights, transforming what could be idle hours into a memorable cultural experience.

Etihad Guest, the loyalty program of Etihad Airways, has expanded its highly popular competition, The Extraordinary Challenge, by increasing the total prize pool to over 20 million Etihad Guest Miles following an unprecedented surge in participation.

Initially, the challenge offered 5 million miles to the first member to visit all 15 of Etihad’s newly launched destinations, with second and third place receiving 3 million and 1 million miles, respectively. However, due to overwhelming demand, Etihad has now added 12.5 million additional miles, opening the door for more than 200 winners in total.

The competition, which runs until May 25, 2026, is open to both new and existing Etihad Guest members. Participants must travel to or from 15 specific new year-round destinations, including cities such as Addis Ababa, Atlanta, Prague, and Taipei, within a 12-month period. The race is based on speed and dedication—the fastest members to complete all 15 routes win the largest prizes, while tie-breakers are resolved by the earliest registration date.

In addition to the top three grand prizes, Etihad has introduced "The Extraordinary Milestones" category: the first 100 members to visit five new destinations will receive 25,000 miles each, and the first 100 to reach ten destinations will earn 100,000 miles each. This expansion aims to reward both the most ambitious travelers and those making significant progress, with members able to track their journeys and standings on a live digital leaderboard.

Mark Potter, Managing Director of Etihad Guest, commented, “We’ve seen an amazing response across the globe since we launched The Extraordinary Challenge, and expect to see over 50,000 member sign-ups as more destinations come online. Having seen the desire and determination of so many, we wanted to reward Etihad Guest members even more by giving flight to their ambition with more prize miles and potential for 200 additional winners”.

Sohar International and its Islamic banking division, Sohar Islamic, have announced a new partnership with SalamAir, Oman’s prominent budget airline, to bring substantial savings to their customers on domestic travel. Under this collaboration, credit cardholders from Sohar International and Sohar Islamic can enjoy up to 40% off, while debit cardholders receive a 15% discount on SalamAir flights within Oman.

The offer covers popular routes such as Muscat to Salalah, Masirah, Duqm, and the newly introduced Sohar to Salalah flights, with bookings available from June 22 to August 31, 2025, for travel between July 1 and August 31, 2025.

To take advantage of these discounts, eligible customers must book their tickets through SalamAir’s official website, applying special promo codes provided by the banks and using their Sohar cards for payment. The partnership was officially launched at a signing event on June 17, 2025, at Sohar International’s headquarters, highlighting a shared vision to blend financial services with lifestyle benefits and support Oman’s national tourism strategy outlined in Vision 2040.

Bank officials, including Abdul Qadir Al Sumali, stressed that the initiative is designed to go beyond simple discounts, aiming to create a more integrated experience for customers by connecting banking with travel. Steven Allen, SalamAir’s Chief Commercial Officer, noted that the airline is committed to making domestic travel more affordable, especially during the busy Khareef season in Salalah.

SalamAir, which operates a growing fleet of Airbus aircraft and serves over 80 flights daily, is also investing in digital upgrades, such as a new WhatsApp ticketing service. The airline has introduced fixed fares for Omani nationals on key routes to further support local travelers.

This partnership not only delivers significant value to Sohar International and Sohar Islamic customers but also contributes to the wider goals of enhancing domestic tourism and strengthening collaboration between Oman’s banking and aviation sectors.

Air Arabia has launched a major summer mega sale, offering one-way fares starting from just Dh149 for select destinations across its network. The promotion is available for bookings made between June 30 and July 6, 2025, with travel permitted from July 14 to September 30, 2025—a period that covers the busy summer holiday season and is ideal for families and travelers looking for affordable getaways.

The discounted fares apply to a wide variety of routes from Sharjah and Abu Dhabi. Travelers departing from Sharjah can fly to Bahrain and Muscat for as low as Dh149, while fares to Dammam, Riyadh, Salalah, and Kuwait start at Dh199. Routes to Abha, Tabuk, and Yanbu are available from Dh298, Doha from Dh399, Jeddah and Medinah from Dh449, and Taif from Dh574.

For those heading to South Asia, Abu Dhabi to Chennai fares start at Dh275, Kochi at Dh315, Dhaka at Dh499, and Chattogram at Dh549. From Sharjah, travelers can book flights to Ahmedabad from Dh299, Delhi from Dh317, Mumbai from Dh323, Thiruvananthapuram from Dh325, and Kathmandu from Dh449. These special rates are especially appealing for the large South Asian expatriate community in the UAE.

Air Arabia’s summer sale comes as the airline reports strong financial growth, with a net profit of Dh355 million in the first quarter of 2025—a 34 percent increase year-on-year. The airline also saw a 14 percent rise in turnover to Dh1.75 billion and carried more than 4.9 million passengers in the first three months of the year, achieving an average seat load factor of 84 percent.

The airline is also expanding its network, with the resumption of direct flights between Sharjah and Damascus starting July 10, 2025, operating twice daily. All fares in the promotion are one-way and include surcharges, but airport taxes may not be included and are subject to change. Seats are limited and are expected to sell out quickly, so travelers are encouraged to book early to secure the best deals.

For passengers needing flexibility, Air Arabia allows modifications or cancellations of bookings online, via its call center, or at sales offices, though fare differences and terms may apply

Cebu Pacific, the Philippines’ largest low-cost airline, has announced a special seat sale in honor of the country’s 127th Independence Day, offering one-way base fares from Dubai to Manila for just Dh3. The promotion, part of the airline’s annual Super Seat Fest, is available for bookings made between June 11 and June 15, 2025. The travel period for these discounted tickets spans from December 1, 2025, to May 31, 2026, making it ideal for those planning year-end holidays or summer visits to the Philippines.

The Dh3 fare covers only the base ticket price, with additional charges for taxes and surcharges. Cebu Pacific’s extensive network allows travelers to connect from Manila to 37 domestic and 26 international destinations, including popular tourist spots like Boracay, the Banaue Rice Terraces, Vigan, and Davao’s Seven Falls. The airline encourages passengers to explore the Philippines’ rich historical and cultural sites, such as Intramuros and the National Museum complex in Manila.

Booking is available through Cebu Pacific’s official website, with multiple payment options including credit cards, debit cards, and e-wallets. The airline also offers special guidelines for families traveling with infants or minors: infants under two years old may travel on an adult’s lap for an infant fee, and strollers or car seats can be brought free of charge. Children aged 12 and above are considered adult guests, and minors traveling with parents only need to present documents proving their relationship, such as a birth certificate or valid IDs.

Seats at the promotional rate are limited and subject to availability, so travelers are encouraged to book early. Cebu Pacific’s Super Seat Fest is a recurring event, celebrated alongside major milestones and holidays, and continues to be popular among Filipinos abroad looking for affordable ways to reunite with family or explore the country’s diverse attractions.