Saudia has long been on my radar as an airline to experience. With the impending launch of friendly competitor Riyadh Air and continued enhancements from airlines in the region, there’s never been a more exciting time to complete a flight review of this often overlooked carrier in the Middle East.
Has Saudia shaken of its rather austere image, and embraced the increasingly progressive attitude of his home country of Saudi Arabia? Sure, the airline is dry, and the country in our view still has some way to go to truly reflect the values we hold dear (although these values are now changing to be more inclusive), but we won’t hold that against a carrier that’s fighting hard to win market share.
On the Ground
Tucked away in the quieter halls of Heathrow Terminal 4, Saudia operates from a terminal better known for being home to SkyTeam outposts and a smattering of Middle Eastern carriers like Qatar Airways and Etihad. While the buzz of T5 or the intercontinental gravitas of T3 may steal the spotlight, T4 offers something that First Class passengers quietly covet: calm.
Arriving at the check-in area, there was an almost surreal absence of queues. The space is understated, lacking the private check-in areas of Qatar, Virgin or British Airways in LHR, but what it misses in architectural drama, it makes up for in genuine warmth. Saudia’s check-in team were quick to welcome us, and within moments we were through fast track and headed towards something quite unique – the newly opened Saudia lounge.
This Heathrow lounge, remarkably, is the first dry airline lounge in the UK and possibly Europe (let me know if you know of another!?). There’s no alcohol in sight, but you wouldn’t notice. Upon entering, guests are greeted with Arabic coffee and dates – a ritualistic and refined start to the experience. While the architectural bones still resemble the former SkyTeam lounge, the transformation is profound.
Design-wise, the lounge leans into Saudia’s new brand ethos: a blend of regional identity and contemporary restraint. Sleek designer furnishings punctuate the space, anchored by warm wooden textures, artistic lighting installations, and curated artworks that soften the otherwise clean-lined structure. It’s elegant without being ostentatious.
A tea bar takes pride of place, offering everything from Moroccan mint to an inventive pistachio and truffle blend – a sensory signature that captures the spirit of this airline: traditional with a twist. There’s also an inventive menu of mocktails and non-alcoholic wines, including the sparkling rosé from Noughty, while an a la carte menu in the First Class section impresses with Mediterranean touches crafted by the airline’s Italian chef.
The real showstopper, though, is the private VIP room – a secluded enclave reserved for Saudia’s most elite travellers. With space to host a family or delegation, it offers an experience more akin to a private residence than a typical outstation lounge. Sadly you have to be a high-flyer to be able to access this space, but the main first class sectioned-off area still is exclusive and comfortable.
The Cabin
Boarding was efficient, conveniently located just steps from the lounge. As the boarding doors opened, and we stepped onboard, we entered into a space that ‘whispered’ rather than shouted luxury. The 777-300ER cabin comprises 12 private suites in a 1-2-1 configuration, and although the product has been in service for several years, there’s the obvious gravitas to its layout.
Colour tones are muted – taupes and greys dominate – but I actually like this restrained calm. Splashes of brand identity come through subtly in the accent cushions, adorned in Saudia’s refreshed brand patterns. The older Saudia branding still exists on the bulkheads, a reminder that this product is nearing the end of its design lifecycle. That said, there is a refreshing honesty about it; unlike the rather over-the-top bling of Emirates cabins, nothing feels overdone.
The cabin feels spacious and quiet. Every suite has its own door, giving a degree of privacy that rivals more modern concepts. And while some finishes show signs of age, there’s a cleanliness and order to the cabin that speaks volumes about Saudia’s onboard standards.
The Seat
Saudia’s First Class suite is more than just a seat, it’s a self-contained space designed for long-haul comfort. It may not be the most cutting-edge design in the sky today, but it gets many of the fundamentals right.
There’s a generously wide seat that transforms into a fully flat bed. A personal wardrobe includes a vanity mirror, perfect for pre-landing freshening up, and there’s a deep storage unit by the side, housing headphones, USB ports, universal plugs and an IFE controller. Every surface has been thought through, and while the materials may not be ultra-premium, they feel robust and functional.
Seat controls are, if anything, delightfully over-engineered – with a screen controller with options to fine-tune everything from lumbar support to lighting. Overhead, personal air vents and reading lights round out the environment.
Though the suite lacks the jaw-dropping innovation of newer first class products, its thoughtful layout and spatial generosity are genuinely impressive. And with a cabin upgrade programme reportedly underway, Saudia already has the DNA to be able to deliver an impressive future First Class product.
The Entertainment
Saudia’s IFE interface is uniquely designed, offering a layout that’s visually distinctive but not very intuitive. In practice, the handheld controller was sluggish, and navigation could feel a touch clunky. But there’s good news: the system allows passengers to pair their phones for a more responsive control experience.
Content-wise, the selection isn’t exhaustive, but it covers a solid range of recent films and regional programming. The provided noise-cancelling headphones did an admirable job, and notably, weren’t collected before landing, allowing for a gate-to-gate entertainment experience.
This is one area where a modest refresh could yield big rewards. As airlines lean more into content partnerships and streaming capabilities, Saudia has an opportunity to evolve this platform into something truly engaging.
The Food and Drink
If there’s one area where Saudia excels far beyond expectations, it’s in the culinary experience. Service begins with more Arabic coffee and dates, setting a ritualistic tone before the formal service begins.
Where Saudia sets itself apart is in its staffing: each First Class cabin is served by a dedicated onboard chef and not just one, but two butlers. This isn’t just nomenclature. The butlers are Le Cordon Bleu trained, and their service approach mirrors that of fine-dining establishments.
An amuse-bouche served on a decorative charger marked the start of a gastronomic journey. Next, a traditional caviar service complete with mother-of-pearl spoons and mother-of-pearl ice bowl underscored the airline’s commitment to refinement.
Starters included a burrata and tomato salad bursting with freshness, while the main—a halibut supreme with saffron pomme purée – was plated and served to perfection. Dessert came in the form of a custard tart crowned with white chocolate shards and freshly grated nutmeg.
Throughout, sparkling options like Jukes 1 and Noscato provided a sophisticated alternative to traditional wine pairings. An onboard Nespresso system rounded off the service with quality espresso, available even decaffeinated.
The Extras
Amenities on Saudia are designed in collaboration with Elie Saab, with male and female versions offered on different sectors. Each contains a fragrance, lip balm, lotion and other travel essentials. Four versions are available to collect in stylish faux-leather bags.
The bedding is impressive: a thick, duotone blanket and beautifully textured day pillow elevate the rest experience. When it came time to sleep, the butlers quickly transformed the suite with a mattress topper, plush pillow and duvet, creating a genuinely comfortable bed.
Bathrooms are generously sized, immaculately maintained and fitted with designer lighting. While they lacked Saudia-branded amenities, the general upkeep and cleanliness made them pleasant to use.
Behind the galley, there’s even a discreet social area – a space that on longer flights could become a lounge-like reprieve, and perhaps, in a future where alcohol is allowed, a hub for premium hospitality.
In Conclusion
Saudia’s First Class is a story of contrasts – of surprising modernity layered onto traditional hospitality. While the hard product is awaiting its turn for a refresh, it still holds its own thanks to its generous proportions and privacy.
Where the airline truly shines is in service. From the Heathrow lounge’s inventive tea and mocktail bar to the onboard chef-crafted meals, Saudia proves it doesn’t need alcohol to deliver a premium experience. The butlers’ finesse, the attention to detail, and the airline’s quiet ambition to rival its neighbours are all evident.
With a future cabin refresh on the horizon, and a service culture already best-in-class, Saudia is positioning itself not just as an alternative to the big three Middle Eastern carriers – but as a serious contender. A dry airline it may be, but this experience was anything but.
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