British boss is building a 'world-class national airline' for Saudi Arabia

As head of Riyadh Air, Lancashire-born Tony Douglas has a major responsibility for the development of communications in Saudi Arabia. Photo: Neville Hopwood/Getty Images Europe

The Lancastrian boss of Saudi Arabia's new airline plans to serve 100 cities with a fleet of 200 aircraft as part of the Kingdom's bid to become a global tourism destination.

However, it is not Tony Douglas who is making inroads into The Middle East's dominant airlines are fighting to create a «world-class national carrier» by winning back Saudi travelers who have been neglected for too long.

Douglas, 61, says limited international flights from Saudi airports have forced locals to rely on transport hubs in the United Arab Emirates and Qatar to connect with the rest of the world.

This is despite the IMF forecasting that Saudi Arabia will have the world's second-fastest growing economy this year.

Mr Douglas is primarily responsible for improving the country's transport links as he oversees plans to launch Riyadh Air.

< p>His fledgling airline is due to launch next summer, spearheading Crown Prince Mohammed bin Salman's efforts to diversify Saudi Arabia's economy.

The start-up is part of Crown Prince Mohammed bin Salman's efforts to diversify Saudi Arabia's economy. Photo: Bandar Algalood/Courtesy of the Royal Court of Saudi Arabia/Handout via REUTERS

Starting a new airline from scratch is no easy task at the best of times, with the vast majority of start-up airlines failing within a few years.

But the challenge facing Mr Douglas is even greater: Riyadh Air is poised to compete with the might of Emirates, Qatar Airways and Etihad.

Blocked in Dubai, Emirates is considered the world's largest international carrier and three are industry heavyweights with global networks across five continents.

But Mr Douglas, who was born 13 miles from Liverpool in Ormskirk and left the Etihad ship to take a job in Saudi Arabia, told the Telegraph of his mission not to challenge the Gulf giants at their own game by competing for global passenger traffic .

Instead, Riyadh Air will seek to recapture the traffic that Saudi Arabia rightfully claims as its own, while at the same time providing enhanced global connectivity as required by Vision 2030, which aims to increase the number of tourists to Saudi Arabia Arabia up to 100 million per year.

He said: “It's no secret that for a long time Saudi Arabia has lagged far behind in terms of global connectivity, and nowhere in the world is there a good example of a resilient, fast-growing economy that is not well connected.

“The Kingdom needs a new world-class national carrier that will be its own version of Emirates and Qatar Airways, and Riyadh Air is the answer.”

Riyadh Air is positioned as Saudi Arabia's answer to Emirates and Qatar Airways. Photo: Boeing

Mr Douglas, speaking at the International Air Transport Association's annual summit in Dubai, said Qatar Air's base in Doha — a 45-minute flight from Riyadh — counts Saudi citizens as its largest market for business and first class bookings.

According to the boss, more than 80% of people using the airport's services are flying to another destination.

He said: «The cliche is that for the last 40 years, the national carrier of India has been Emirates. Similarly, the national carrier of Saudi Arabia is Qatar Airways, at least on the premium side.»

It's a similar story with foreigners drawn to Saudi Arabia by the opportunities created by the country's $1 trillion economic diversification plan, only they tend to use Emirates and Dubai to get there.

Mr Douglas said: “Worldwide talent is flooding into Riyadh given what is happening with the economy, giant projects and other economic diversification themes. Consultants, bankers, financiers, architects.

“But they fly to Dubai to get to Riyadh because there are not enough direct flights.” According to him, the level of demand is so high that this route has become the sixth busiest in the world.

That an oil-rich state with the largest economy in the Arab world and a population of 36 million should be so dependent on smaller neighbors who account for a third of the population combined is no longer acceptable given Saudi Arabia's growth plans, Mr Douglas said.

He said: “This is completely wrong. So it is our mandate to change this. We are very pleased with this.»

The carrier has entered into agreements with other airlines that will allow it to sell tickets worldwide under its own code. flight

Not that Riyadh Air intends to go into this fight alone. Behind the scenes, the company is busy recruiting a network of partners that will allow it to sell tickets around the world under its own flight code, but will carry passengers part of the way on its own aircraft.

Last year, Riyadh Air signed a partnership agreement with Turkish Airways , which has the largest network of any airline and serves more than 300 destinations in 120 countries.

The company has also entered into an agreement with subsidiary operator Saudia, based in Jeddah, from where it services the Hajj pilgrimage to Mecca.

Last week, Mr Douglas significantly expanded his airline's support network by announcing a partnership with Singapore Airlines , Air China and China Eastern, Asia's three largest carriers, as well as Egyptair.

He said: “Everyone is very, very interested in Saudi Arabia at the moment, which has given us a unique position in negotiations with major international leaders. «.

Singapore Air will provide direct connections to eight destinations in Australia and three in New Zealand, as well as in Southeast Asia. Meanwhile, Turkish Airlines will fly passengers to Central Europe.

Riyadh Air is now targeting a partner in the US, as well as Western Europe and India, as it seeks to complete its ring of alliances.

The airline has not yet revealed its own route network, but it will serve all major bases of its partners and within the first three years will begin flying to all major cities in Western Europe, the northeastern United States, the Indian subcontinent and the Far East. as well as the Gulf countries, he said.

To realize this ambition, Riyadh Air has ordered 72 Boeing 787 Dreamliners with a capacity of 290 people. The airline is expected to announce a slew of new narrowbody aircraft soon. .

Riyadh Air has placed an order for 72 Boeing 787 Dreamliners, each of which can seat 290 passengers. Photo: LOGAN CYRUS/AFP

The airline will begin accumulating test flight hours later this year to qualify for an operating certificate by the end of 2024.

As it prepares to launch next year, Riyadh Air is also seeking to approve your brand on the world stage.

The company recently announced that local Saudi couturier Ashi, who has dressed Beyoncé and Penelope Cruz, will create a line of clothing for flight attendants that will be launched in Paris later this month. Mr Douglas said the look would be a «distinguished, elegant and sophisticated fashion statement».

The airline has commissioned two different liveries for its aircraft, which he said are «similar to a Gulfstream business jet G650 billionaire.» rather than commercial aircraft.

Riyadh Air's interiors will be just as striking, he said, and the overall effect will be reminiscent of what he called the «halcyon days» of Pan Am flying in the 1960s.

Mr Douglas said the goal was clear: “First and foremost we are talking about ties with Saudi Arabia. There is no talk of a transfer model in the near future, because the demand for flights to Riyadh is very high.

«This place is now at super speed.»