Saudia Partners with Adeera to Boost Benefits of AlFursan Loyalty Program

Saudia, the national flag carrier of Saudi Arabia, has signed a strategic partnership with Adeera, the newly launched PIF hospitality management company, during the Arabian Travel Market 2025.

Signed by Arved von zur Muehlen, EVP & Chief Commercial Officer at Saudia, and Ahmed Alomair, Chief Brands Officer, this collaboration will enable AlFursan members to seamlessly earn more miles and unlock exclusive travel advantages.

Arved von zur Muehlen, EVP & Chief Commercial Officer at Saudia, said: “We are thrilled to partner with Adeera, a company that shares our vision of showcasing the rich cultural heritage and authentic hospitality of the Kingdom. This strategic collaboration will provide our loyal guests with unparalleled opportunities to earn and enjoy AlFursan Miles, enhancing their travel experiences with exclusive advantages.”

Thomas Grundner, Chief Commercial Officer at Adeera, said: “This strategic partnership with Saudia marks a key milestone in Adeera’s commercial expansion and brand visibility. By joining the AlFursan loyalty program, we are strengthening our distribution network and enhancing access to a targeted, high-value customer segment. This collaboration supports our objective of delivering a distinctive Saudi hospitality experience while driving long-term value for both organizations.”

AlFursan members enjoy a wide range of exclusive rewards and services, enriching their travel experiences through the program’s key partnerships. These collaborations are designed to provide members with tailored, high-value benefits that meet their specific needs and preferences.