Saudi Arabia’s aviation sector is undergoing unprecedented transformation. Low-cost carrier flyadeal is embracing the scale of the opportunity as it goes from ‘startup to standout’, with segmentation, game-changing inflight connectivity, reshaped traveller expectations, and much more. In this video interview, following his participation at the recent FTE Global event, flyadeal CEO Steven Greenway shares a powerful story of ambition, innovation, transformation, and the next generation of passenger experience.
At the recent FTE Global 2025 – the “CES of Aviation” that took place in Long Beach, California, on 9 to 11 September – Steven Greenway, CEO of Saudi Arabian low-cost carrier flyadeal, took the stage to share a powerful story of ambition, innovation, and transformation. Under the banner of ‘From Startup to Standout’ Greenway charted flyadeal’s evolution from a domestic LCC to an international force – and outlined a bold vision for the airline’s future role in global aviation.
Founded in 2017 as part of the Saudi Arabian Airlines Group, flyadeal has grown rapidly and now operates a fleet of over 40 aircraft – a number that will more than double in the next few years. “Growth, growth, growth,” Greenway emphasised. “We’re going from 41 aircraft today to 100 aircraft or more within three to four years. And with that comes a complete change in capabilities.”
Currently focused largely on domestic routes, flyadeal is preparing for a significant international expansion. By 2027, the airline will operate long-haul sectors of up to 13 hours, connecting Saudi Arabia to Southeast Asia, the Indian subcontinent, and Western Europe. This expansion aligns closely with Saudi Arabia’s wider Vision 2030 goals of becoming a global hub for tourism, business, and innovation.
Staying true to the low-cost model – but with strategic flexibility
Despite its rapid evolution, flyadeal remains committed to its low-cost roots. “We’re not adding bells and whistles,” Greenway said. “People understand the low-cost contract – everything is unbundled. You pay for what you want.”
However, flexibility is key as the airline moves into long-haul markets. Greenway outlined how flyadeal’s upcoming Airbus A330neo fleet will be equipped with multiple seating configurations – including extra legroom seats, exit row options, and a small premium cabin. “Over five hours, passengers are willing to pay a premium for more space and comfort,” he noted.
The expansion will also include enhanced food and beverage offerings and inflight connectivity – another key differentiator. “IFC is the biggest game-changer for us,” Greenway said. “We’re now looking at high-speed connectivity not just for the passenger experience, but for back-end operational benefits too.”
flyadeal is currently evaluating IFC providers with the goal of making a long-term fleet-wide decision within six months. With stage lengths soon extending from one hour to 13, the decision carries significant weight. “It’s a 10-year commitment. We’ve got to get it right.”
Embracing opportunity in a changing Kingdom
flyadeal’s international ambitions are closely tied to Saudi Arabia’s rapid social and economic transformation. “Only a few years ago, the country was largely closed. Now it’s open – tourist visas are available electronically, and people want to come,” Greenway said.
From facilitating inbound religious travel to enabling domestic tourism and labour mobility, flyadeal is positioning itself as a mass transit enabler for a changing nation. “We’re enabling pilgrimage, tourism, and labour movement across the Kingdom,” Greenway said. “We provide cheap, effective access for millions.”
The airline is also exploring niche segments like sports charters and is open to working with travel agents – a strategic move not often seen in LCCs. It has even wet-leased aircraft to meet surging seasonal demand, especially around pilgrimage periods.
Looking ahead: bringing Saudi Arabia to the world
Looking five to ten years into the future, Greenway sees flyadeal as a key player in connecting the Kingdom to the world. “Our mission is simple – take Saudi Arabia to the world, and bring the world to Saudi Arabia,” he said. “That mission won’t change. What changes is our capability to deliver on it.”
This capability will be powered by the airline’s ambitious fleet growth and long-haul expansion. With new widebodies on order and a broader network in development, flyadeal is poised to support Saudi Arabia’s emergence as a global aviation hub.
Reflections from FTE Global
Having served as a speaker, board member, and FTE Americas Innovate Awards judge at FTE Global 2025, Greenway reflected on the importance of the event in shaping airline strategy. “It’s exhausting – but in a good way,” he said with a smile. “If I walk away with even one or two meaningful insights, it’s worth it. And I’ve definitely taken more than that away this time.”
From artificial intelligence (AI) vendors to IFC providers, the conversations at FTE Global helped Greenway benchmark flyadeal’s plans against global innovation trends. “You get a feel for where the market is going – whether it’s cabin design, customer service, or tech. It helps you go back to your team and ask the right questions.”
As the Kingdom of Saudi Arabia redefines its aviation landscape, flyadeal stands out as a fast-moving, forward-looking player unafraid to challenge conventional LCC thinking. Its formula is simple: stay true to the low-cost model, but evolve where the opportunity demands it. With long-haul services on the horizon, cutting-edge inflight technology under review, and a clear mandate to open Saudi Arabia to the world, flyadeal’s journey from startup to standout is just getting started.
Read the full FTE Global 2025 report >> Mark your diary for FTE Global 2026 – 8-10 September 2026, Dallas, Texas >>
