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Saudia wins top honor for service from APEX World Class Airlines

By Mark Reif Published August 16, 2025

Saudia 787 — Saudia 787 Saudia / Saudia

This week, Saudia, the national flag carrier of Saudi Arabia, announced its being named ‘Best in Class for Service-Guest Experience’ for 2025 by the Airline Passenger Experience Association (APEX). The airline earned the top score in the category among carriers recognized as APEX World Class for 2025. With the award, Saudia separates itself as a leader in hospitality and service in the skies.

How Saudia earned the award

APEX uses three pillars to determine World Class Status: service-guest experience, safety and wellbeing, and sustainability. Being named Best in Class for Service-Guest Experience further accentuates Saudia’s attention to detail, consistent service, and sincere Saudi hospitality.

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Mr. Rossen Dimitrov, Chief Guest Experience Officer at Saudia, said: “This achievement is a testament to the passion, care, and dedication of every member of the Saudia team. At Saudia, we are committed to redefining the guest journey by creating personalized, memorable experiences that embody the values of Saudi hospitality—warmth, generosity, and pride.”

“Receiving the Best in Class for Service-Guest Experience among APEX World Class airlines reflects the transformative efforts of our team to ensure that every interaction with our guests is extraordinary. Guided by Saudi Vision 2030, we are not only elevating the guest experience but also setting new benchmarks for the global aviation industry.”

Dr. Joe Leader, Group CEO of the Airline Passenger Experience Association (APEX), stated: “Having personally experienced Saudia’s remarkable hospitality onboard, I can attest firsthand to the airline’s extraordinary commitment to guest care. Saudia represents the pinnacle of guest experience through authentic Saudi warmth, seamless service, and exceptional attention to detail”.

He added: “This Best in Class recognition from APEX World Class honors the outstanding work of the entire Saudia team. Their continuous investment in elevating every aspect of the guest journey sets a new global benchmark for excellence in our industry.”

Mark Reif is a storyteller focused on the intersection of outdoor culture, travel, and design. From the peaks of Banff to the…

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