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ALTANFEETHI: A Distinctive Saudi Luxury Brand in Aviation & Hospitality

Writer: Customer Experience Live
Customer Experience Live
Oct 1
3 min read

Rooted in Saudi hospitality and driven by innovation, ALTANFEETHI is transforming executive travel into a seamless, personalized journey—building a Saudi luxury brand with global ambitions.


Rooted in Saudi hospitality and driven by innovation, ALTANFEETHI is transforming executive travel into a seamless, personalized journey—building a Saudi luxury brand with global ambitions.

For more than four decades, ALTANFEETHI has been shaping the way distinguished travelers experience air travel in Saudi Arabia. What began in 1979 as the Executive Office, serving members of the Royal Family, state guests, and official delegations, has evolved into one of the Kingdom’s most distinctive premium hospitality brands.


A defining transformation came in 2021, when ALTANFEETHI was established as an independent company under the General Authority of Civil Aviation (GACA). This marked the beginning of a new chapter one that positioned the brand at the intersection of aviation, hospitality, technology, and luxury, while supporting the ambitions of Saudi Vision 2030 and the Kingdom’s rapidly evolving aviation and tourism ecosystem.


Today, ALTANFEETHI operates 27 executive terminals across airports throughout Saudi Arabia, making it the Kingdom’s leading executive terminal operator. Yet its ambition extends well beyond operating terminals. The company is building an integrated travel and hospitality ecosystem designed around one fundamental principle: the journey should feel effortless.


From private entrances and dedicated security screening to fast-track procedures, baggage handling, personal assistance, premium lounges, meeting facilities, and luxury transportation, every touchpoint is designed to create a seamless end-to-end experience. For ALTANFEETHI, luxury is not simply a physical environment; it is the consistency, discretion, personalization, and attention to detail experienced throughout the journey.


This philosophy is increasingly supported by technology. ALTANFEETHI continues to develop its digital ecosystem through integrated guest services, smart systems, digital memberships, and AI-powered solutions designed to improve operational efficiency and enable more personalized experiences. Its focus is not technology for its own sake, but technology that removes friction and gives guests greater control, convenience, and peace of mind.


The brand’s premium experience also extends beyond the airport. Through ALTANFEETHI Chauffeur, travelers can access luxury ground transportation in more than 230 cities worldwide, extending the brand’s promise of seamless service beyond the airport.


The scale of ALTANFEETHI’s transformation is reflected in its growth, with guest numbers increasing by more than 229% between 2021 and 2025. During the same period, trips served increased from 128,000 to more than 218,000, while the membership base grew by more than 189%.


Behind these numbers is a broader transformation in the meaning of executive hospitality. ALTANFEETHI is evolving from a traditional airport service provider into a Saudi luxury brand capable of connecting airport hospitality, ground transportation, digital experiences, personalized services, and premium memberships within one ecosystem.


At the heart of this evolution is a distinctly Saudi approach to hospitality. The brand draws on the Kingdom’s longstanding culture of generosity and warm welcome, reinterpreting these values through contemporary service standards. The result is an experience that combines authenticity with modernity, reflecting a Saudi identity while meeting the expectations of an increasingly sophisticated global traveler.


This commitment to experience has also been recognized externally. ALTANFEETHI has received regional and international recognition for its customer experience, digital engagement, and brand development, including the 2025 MENA Best Brand Award in Hospitality and Aviation, the 2024 GCC Best Brand Award, recognition among Brand Finance’s Top 100 Strongest Saudi Brands, as well as multiple customer experience and social media awards.


As the Kingdom continues to emerge as a global hub for tourism, business, aviation, and investment, ALTANFEETHI is positioning itself to play a larger role in welcoming the world to Saudi Arabia. The company plans to invest more than SR1.177 billion in development projects through 2030, spanning infrastructure, services, technology, and digital systems, while targeting a market value of approximately SR4.2 billion.


The ambition is clear: to build one of the world’s leading executive terminal and luxury services brands while establishing a Saudi name on the global stage.


For ALTANFEETHI, the future of luxury travel is not defined by a single terminal, lounge, or service. It is defined by how every moment of the journey comes together. By combining Saudi hospitality, operational excellence, personalization, and intelligent technology, ALTANFEETHI is creating a new standard for executive travel—one where the experience begins before departure and continues long after the aircraft leaves the ground.


Because what makes every journey different is ALTANFEETHI.


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Source: ALTANFEETHI

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