Qatar Airways, acclaimed as the World’s Best Airline by Skytrax in 2024, made a powerful statement on the opening day of Arabian Travel Market (ATM) Dubai 2025, unveiling a suite of industry-leading digital and experiential innovations designed to redefine the future of air travel. At the heart of the airline’s showcase was the debut of Sama, the world’s first AI-powered digital human cabin crew, now with advanced Arabic-speaking capabilities.

Sama, whose name means ‘sky’ in Arabic, is powered by UneeQ-a New Zealand-based leader in intelligent digital human interfaces-and is designed to engage with passengers in both Arabic dialects and Modern Standard Arabic, offering a uniquely personalized and culturally attuned travel experience.

Sama’s new role extends beyond ATM, as she is now accessible across Qatar Airways’ digital ecosystem, including the award-winning mobile app and the immersive QVerse web platform. Travelers can interact with Sama through voice and chat, receiving real-time assistance with flight bookings, destination recommendations, and personalized itineraries.

Sama’s AI is also emotionally aware, capable of interpreting user moods to suggest the perfect holiday destination, marking a significant leap in the field of emotionally intelligent AI assistants. Beyond the booking process, Sama has become a social media ambassador, engaging a global audience on Instagram (@SamaOnTheMove) with travel tips, behind-the-scenes stories, and insights into the airline’s operations, further humanizing the brand and connecting with digitally native travelers.

Qatar Airways’ ATM stand also introduced The ORCHARD, a hyper-realistic virtual recreation of the iconic indoor garden at Hamad International Airport, allowing visitors to explore and preview the tranquil, nature-inspired environment in immersive VR. This experience is designed to make the unfamiliar feel familiar, setting a new standard for digital engagement in travel.

A major highlight was the Qsuite Next Gen, the latest evolution of Qatar Airways’ award-winning business class. The new suites feature fully customizable Quad and Companion Suites, movable 4K OLED Panasonic Astrova in-flight entertainment screens, increased dining space, taller digitally controlled privacy dividers, ambient lighting, and a dedicated ‘Make My Bed’ button for a 5-star turn-down service.

These innovations are set to debut on the Boeing B777-9 aircraft, offering passengers unprecedented levels of comfort, privacy, and connectivity. Complementing the Qsuite Next Gen was a multi-sensory pod, which brought the suite’s atmosphere to life through visuals, sound, scent, and motion, providing a fully immersive preview of the onboard experience.

Qatar Airways also announced expanded flight frequencies to key destinations, including Dar Es Salaam, Kilimanjaro, Entebbe, Tokyo Narita, Maputo–Durban, Larnaca, Trabzon, Sharjah, Manchester, Madrid, Lisbon, and London Heathrow for the peak summer season. In parallel, the airline signed new Memoranda of Understanding with Visit Maldives and Indonesia’s Ministry of Tourism to boost visitor arrivals and explore new tourism promotion opportunities via Hamad International Airport.

Additionally, the airline revealed that more than half of its Boeing 777 fleet now features Starlink’s high-speed Wi-Fi, with plans to equip all wide-body aircraft by the end of 2025, ensuring seamless connectivity for passengers.

Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, emphasized the airline’s commitment to innovation and regional relevance: “We are proud to return to ATM with industry innovations that reflect the diversity and spirit of our region. Sama, The ORCHARD in VR, Qsuite Next Gen, and our multi-sensory pod are all part of how Qatar Airways is shaping a future of travel that is not only digital, but also deeply human.”

Visitors can experience these innovations firsthand at Qatar Airways’ stand ME1420, located between Halls 3 and 4 at the Dubai World Trade Centre, until May 1, 2025. Through these advancements, Qatar Airways continues to set new benchmarks in digital transformation, personalized service, and customer engagement, reaffirming its leadership in the global aviation industry.

Emirates Flight Catering has embarked on a landmark expansion with the ground-breaking of a new Dh160 million laundry facility under its Linencraft brand at Dubai Investment Park, creating 400 direct jobs and boosting its operational capacity by over 50 percent. This strategic investment addresses the surging demand in the UAE’s hospitality, aviation, and healthcare sectors amid rapid sector growth and infrastructure developments.

The new facility will add 150 tons daily to Linencraft’s current processing ability of 280 tons across four locations. It features two advanced modular hospitality bulk laundry units with a combined capacity of 142 tons per day, plus a dedicated garment plant that can handle over 28,000 pieces daily. This high-tech setup incorporates next-generation automation to enhance efficiency, reduce manual labor, and ensure resilience with built-in redundancies to maintain uninterrupted operations even at peak times.

 Energy-efficient systems are integrated to minimize environmental impact, reflecting a sharp focus on sustainability.

Shahreyar Nawabi, CEO of Emirates Flight Catering, emphasized the boldness of this move, stating, “This investment reflects both the scale of opportunity we see in the market and our determination to lead the industry forward. With this advanced facility, we’re not just increasing capacity we’re setting new standards through smart technology and sustainability.” The expansion is timely, as more than 10,000 new hotel rooms are expected in the UAE by 2027 alongside the upcoming major international events and Dubai Airport’s ongoing expansions, all driving a steep rise in demand for large-scale laundry services including staff uniforms and institutional laundry needs.

Linencraft currently serves over 100 clients across airlines, hospitality, healthcare, and corporate sectors, employing around 1,300 people. The new facility solidifies its position as the UAE’s largest and most trusted commercial laundry provider, capable of onboarding 40 additional hospitality clients with this capacity boost.
The project is led by UAE-based general contractor ASIA Prime, which is committed to delivering quality and operational excellence throughout the construction process.

This expansion complements broader Emirates Group initiatives, which recently unveiled a global talent drive to recruit 17,300 employees across Emirates and dnata, further underscoring the Group’s growth and commitment to meeting future demand in aviation and related services.

By scaling up climate-conscious operations and leveraging smart technologies, Emirates Flight Catering’s new Linencraft facility is poised to support the country’s booming service industries with efficiency, reliability, and sustainability well into the future.

On 22 July 2025, Dubai, UAE, the Emirates Group launched an extensive global talent acquisition campaign aimed at recruiting 17,300 professionals during the current financial year. This hiring goal is symbolic, matching the population size of a mid-size town or the seating capacity of 58 Airbus A350 aircraft. The recruitment drive is part of the Group’s ongoing expansion strategy, reinforcing its industry-leading position.

The available opportunities span across 350 different roles across Emirates and dnata, the two flagship businesses under the Group. Emirates, recognized as the world’s most profitable and largest international airline, along with dnata, a global leader in air and travel services, are looking to fill positions that include cabin crew, pilots, engineers, commercial and sales teams, customer service, ground handling, catering, IT, human resources, and finance. Notably, dnata alone seeks over 4,000 specialists in cargo, catering, and ground handling operations.

HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline & Group, emphasized that this ambitious recruitment is aligned with Dubai’s Economic Agenda D33 and the Group’s growth trajectory. He expressed that the goal is to attract world-class talent capable of driving innovation, excellence, and the future transformation of the aviation industry. He views this initiative as an opportunity for skilled professionals to become integral to the Group’s ongoing success and expansion.

To reach potential candidates globally, the Emirates Group will hold over 2,100 open days and various talent acquisition events across 150 cities throughout the year. These events will provide a chance for prospective pilots, IT professionals, engineers, and cabin crew members to engage directly with recruitment teams and long-serving Emirates employees sharing their experiences. In addition to international outreach, Dubai-based events will focus on involving UAE national students and graduates, supporting national workforce development.

Since 2022, the Emirates Group has recruited more than 41,000 professionals, with nearly 27,000 in operational roles, contributing to the current workforce size of approximately 121,000 employees. The Group continues to be a magnet for talent around the world due to its strong brand reputation, people-centric policies, tax-free remuneration, comprehensive benefits, and esteemed training and career development programs.

In the past financial year alone, the Group received in excess of 3.7 million job applications, illustrating its global appeal. Candidates are drawn to Dubai not only for professional opportunities but also for the city’s safety, economic stability, advanced technological infrastructure, forward-looking policies, and vibrant lifestyle.

For those residing in Dubai and working for the Emirates Group, benefits are extensive, including eligibility for profit sharing, comprehensive medical and life insurance coverage, a wide array of travel benefits encompassing annual and service-related leave tickets, concessional rates for family and friends, discounted cargo rates, and membership privileges unlocking reductions at hundreds of retail, hospitality, and lifestyle destinations.

Candidates interested in joining the Emirates Group can explore available positions and upcoming recruitment events worldwide by visiting the Group’s official careers portal. This recruitment drive showcases the Emirates Group’s unwavering commitment to growth, innovation, and maintaining its status as a global employer of choice, while welcoming talented professionals prepared to contribute to shaping the future of aviation.