Unified Customer Experience

How MATARAT Holding Transforms Customer Experience at Saudi Airports

The Saudi Arabia’s National Aviation Strategy envisions more than just improved infrastructure for the Kingdom’s airports. It sees them as key enablers of the nation’s broader objectives, welcoming 330 million passengers and establishing air connectivity with 250 global destinations by 2030. Beyond these ambitious numbers lies a crucial focus: transforming Saudi airports into destinations that provide not just services but also memorable customer experiences (CX).

The passenger traffic at Saudi airports hit a record 112 million in 2023, according to the General Authority of Civil Aviation (GACA), which spotlights the rapid growth of the Kingdom’s aviation sector. Additionally, OAG, a global travel data provider, ranked the Dubai to Riyadh route as the world’s busiest international route with 284,600 seats, while the Cairo to Jeddah route took second place with 282,400 seats that showed strong demand for regional travel.

MATARAT Holding, responsible for overseeing 27 airports across Saudi Arabia, understands this shift. Airports are no longer pure transit hubs; they are the first touchpoints for millions of visitors arriving in the Kingdom for pilgrimage, business, or tourism. MATARAT works to create a unified customer experience strategy (One CX) that transforms Saudi airports into welcoming, inspiring gateways that reflect Saudi Arabia’s heritage and modernity.

Data-Driven Approach to Customer Experience Transformation

The strategy is data driven and carefully researched. Drawing from 6,000 customer experience surveys and extensive qualitative and quantitative analysis, MATARAT has identified key areas for improvement and built its CX Transformation Masterplan. The strategy is informed by benchmarking against the top 20 best-in-class airports globally and by collecting insights from deep-dive interviews with airport staff, passengers and key stakeholders, including airlines, operators, and ecosystem partners, such as the Saudi Ground Services Company (SGS) and the Saudi Tourism Authority.

Customer Personas Guiding Customized Experiences

Central to this strategy are eight key personas that reflect the diverse travelers using Saudi airports. These personas range from the Local Business Traveler to the International Couple and the Pilgrim. MATARAT’s goal is to tailor the travel experience for each persona, ensuring that every journey, from arrival to departure, is seamless and enjoyable

Key Pillars of the CX Transformation Masterplan

To achieve this, the CX Transformation Masterplan focuses on concrete, actionable pillars. These include streamlining queues through automation, improving entertainment options, enhancing digital assets for a more personalized experience, and maximizing commercial opportunities in common areas. Saudi identity plays a significant role, with airports celebrating local culture and promoting the Kingdom’s unique heritage. The strategy also emphasizes accessibility, ensuring that solutions cater to all passengers, regardless of their needs.

Three Waves of Transformation

The transformation is taking place in three waves. The first wave focuses on fixing the basics—improving essential services and smoothing transitions across each stage of the passenger journey. The second wave enhances the passenger experience with new shopping, dining, and entertainment options while passengers wait for their flights. The final wave seeks to deliver an exceptional, personalized experience tailored to the individual traveler’s needs and preferences.

Strategic Collaborations for a Unified CX

Collaborations with key stakeholders remain instrumental to this transformation. Partnerships with the Ministry of Tourism, the Ministry of Culture and other key entities have aligned the broader vision of MATARAT with Saudi vision 2030. Saudi airports are on track to become global benchmarks, embodying a customer-first approach that promises not just efficiency but also excellence.

As travelers step into Saudi airports, they are greeted by a standard that reflects the vision of a modern and forward-looking nation—a journey that does not merely meet expectations but exceeds them.

MATARAT Holding is going-over what it means to travel through Saudi Arabia, making each airport experience as memorable as the destination itself.