Saudia, the national flag carrier of Saudi Arabia, has announced a bold transformation of the Hajj experience for 2025, unveiling a full suite of innovative services and spiritual hospitality aimed at Southeast Asian pilgrims — one of the largest groups taking part in the annual pilgrimage to Mecca.
In a landmark shift, the airline will no longer be limited to transporting pilgrims. For the first time, Saudia is positioning itself as a comprehensive pilgrimage partner, offering end-to-end support from check-in to arrival at the holy sites. Pilgrims from Indonesia, Malaysia and Singapore — key contributors to the global Hajj population — are among the main beneficiaries of this integrated travel approach.
Saudia is allocating over one million seats for Hajj 2025, deploying its modern fleet of 158 aircraft to serve pilgrims from more than 100 global destinations. The airline expects to command up to 35 per cent of the Hajj travel market share during the pilgrimage window, which is scheduled to run from 4 to 9 June, subject to lunar observation.
To manage this large-scale operation, the airline has mobilised over 11,000 frontline staff and aircraft maintenance technicians across a 74-day period. Pilgrims will benefit from increased flight frequencies out of Southeast Asia, with the airline collaborating with local authorities and Hajj operators to streamline boarding, luggage, and customs procedures.
Recognising the specific needs of pilgrims from South East Asia, Saudia is enhancing its multilingual support with staff fluent in Bahasa Indonesia and English. At departure airports, boarding passes for both outbound and return flights will be issued together to simplify the process.
H.E. Engr. Ibrahim Al-Omar, director general of Saudia, stated: “Hajj remains one of our top national priorities. This year, we’re proud to not only manage air operations at full capacity but to also extend our role to become a direct service provider to pilgrims. Through this expansion, we aim to deliver a holistic experience that meets the highest standards of care and hospitality.”
In Saudi Arabia, pilgrims will be welcomed with special accommodation, designated rest zones, and dining experiences modelled after Saudia’s AlFursan lounges. Two full-service restaurants, along with coffee and snack stations, will be available at the holy sites.
Ibrahim also stated that Saudia is “investing over SAR100 million in Makkah, Madinah and the holy sites to provide pilgrims with thoughtfully curated service packages to redefine the concept of Hajj service delivery, setting a new standard for excellence.”
Smart Travel and Spiritual Innovation
In collaboration with the Ministry of Hajj and Umrah, Saudia has curated onboard religious content, including prayer announcements and instructional programmes on Hajj rituals. Inclusive services for travellers with special needs—such as onboard oxygen, stretcher support, and disability transportation—are also part of the offering.
One of the headline innovations this year is The Coolest Ihram — a world’s first high-tech version of the traditional pilgrimage garment. Developed with Landor and brrr®, the ihram uses patented cooling minerals, moisture-wicking, and quick-drying technology to reduce skin temperature by up to 2°C. It is also UPF 50+ rated and fully Shariah-compliant.
The garment will be available to Saudia guests starting June 2025, representing a significant advancement in making the pilgrimage safer and more comfortable under the region’s intense summer heat.
Saudia’s enhanced Hajj programme supports Saudi Arabia’s Vision 2030, which aims to increase the capacity and quality of services for religious tourism. The airline’s efforts to digitise and humanise the pilgrimage reflect a broader strategy to ensure Saudi Arabia remains a top destination for faith-based journeys.
With Southeast Asia playing an increasingly vital role in the Hajj ecosystem, Saudia’s targeted innovations mark a new chapter in how the sacred journey is experienced — not just as a rite of passage, but as a spiritually enriching and logistically seamless journey. 