Qatar Airways is set to redefine the travel experience once again at the Arabian Travel Market (ATM) Dubai 2025, unveiling Sama’s new Arabic-speaking capabilities. Sama’s new capabilities will bring enhanced accessibility and cultural relevance to the world’s first AI-powered digital human cabin crew.
Building on its reputation for pioneering digital advancements in aviation, Qatar Airways will offer visitors the chance to experience several of its industry-leading solutions at ATM Dubai 2025, including Sama’s AI booking, Qverse, Multi-Sensory Experience and Qsuite – Next Gen.
“Our innovative approach to enhancing travel experiences is built on the spirit of collaboration, and we look forward to joining renowned industry leaders to advance our knowledge exchange,” stated Qatar Airways Group CEO, Engr. Badr Mohammed Al-Meer.
Qatar Airways leads aviation’s digital transformation
Last year, Qatar Airways introduced a world-first AI booking experience with Sama. Designed to make booking effortless and personalized, Sama interacts naturally with travellers through voice and chat by guiding them every step of the way. With AI-powered, intuitive booking, travellers can simply ask Sama about flights, and she will curate a tailored itinerary.
Qatar Airways’ Sama, meaning ‘Sky’ in Arabic, is a conversational AI powered by UneeQ, a New Zealand-based intelligent AI interface company. The tool offers curated travel experiences and assists passengers with real-time inquiries, ranging from destination recommendations to support tips.
In other developments, the airline has recently announced that more than 50 percent of its Boeing 777 fleet now features Starlink’s Wi-Fi connectivity. “We will be the first airline to install Starlink on our Dreamliner 787 and our 353. By the end of this year, Starlink will be installed on all our wide bodies,” stated Al-Meer.
At the announcement, Al Meer further pointed out that the company aims to leverage AI to improve customer service, citing initiatives like the Sama app, along with various other projects related to meals, customs duty exemption and online services.
Read: Saudi Arabia’s Riyadh Air to deliver luxury, comfort with new cabin interiors
ATM 2025
The transformative power of AI will be under the spotlight at Arabian Travel Market 2025, which is taking place from April 28 to May 1 at the Dubai World Trade Center. The event will gather experts and thought leaders in AI from around the world to explore how AI is changing the landscape of leisure and business travel, streamlining operations and improving the customer journey.
According to recent research by Statista, AI and machine learning have accounted for approximately two-thirds of global technology investment deals by travel and mobility companies since 2020. Across the travel industry, AI is being embraced at every level, from customers using AI-powered tools to plan their journeys to tourism providers leveraging AI to improve resource management and deliver more personalized guest services.
The event will offer key insights into how AI and smart systems are reshaping the travel industry by enabling hyper-personalized experiences, seamless connectivity and innovations. Experts will discuss how travel providers can act now to prepare for these technologies while addressing challenges such as data privacy and resistance to change.
Paul Griffiths, CEO of Dubai Airports, will provide ATM 2025 attendees a comprehensive overview of what’s next for aviation in the age of transformation and global disruption, touching on how AI, among several other factors, is reshaping the future of flight. The session will discuss the role of artificial intelligence in optimizing operations, predictive maintenance and passenger experience.
