Riyadh Air records “Sound of a New Era” at legendary Abbey Road Studios
Riyadh Air has unveiled its new sonic brand, “Sound of a New Era,” marking one of the first guest experience touchpoints ahead of its first flight in 2025.
The composition, created by a blend of Saudi and international talent, was recorded at the iconic Abbey Road Studios and integrates traditional Arabic instruments with modern digital soundscapes to reflect the airline’s vision of blending heritage with innovation.
For UK-based business travellers, this announcement signals Riyadh Air’s commitment to delivering a premium travel experience, with seamless integration of sensory branding across multiple touchpoints. As the airline prepares for its official launch, business travellers flying to and from Saudi Arabia can expect a refined, high-quality journey that extends beyond traditional service elements. The introduction of Riyadh Air’s sonic identity is an early indicator of the attention to detail the airline is investing in, setting the stage for a world-class corporate travel experience.
Osamah Alnuaiser, Senior Vice President of Marketing and Corporate Communications at Riyadh Air, explained:
At Riyadh Air, we believe that a journey is more than just reaching a destination; it’s about the experience itself. Sound of a New Era isn’t just a sonic brand; it’s the symphony of our brand promise. It’s the sound of Saudi hospitality taking flight, heralding a new era of premium travel, infused with our rich cultural heritage and forward-thinking vision.
The recording at Abbey Road Studios brought together a live orchestra in collaboration with the Saudi National Orchestra and the Music Commission. Thirteen musicians from the Saudi National Orchestra played traditional instruments such as the oud, qanun, and ney, blending them with orchestral arrangements to create a unique, multi-layered sound. This fusion of live instrumentation and digital textures mirrors Riyadh Air’s strategy of combining cultural authenticity with cutting-edge innovation.
Paul Baker, Sales Director of Global Travel Management, commented on the significance of Riyadh Air’s launch:
For UK-based business travellers, the introduction of Riyadh Air represents exciting new options for premium travel to Saudi Arabia and beyond. The airline’s focus on customer experience, attention to detail, and premium service standards suggests that it will be an appealing choice for corporate travellers looking for seamless, high-quality journeys.
Riyadh Air’s sonic identity will be integrated throughout the passenger journey, from boarding music to in-flight entertainment and announcements. By leveraging sound as a storytelling tool, the airline aims to enhance the overall travel experience and create a lasting emotional connection with its passengers.
For more information on how Riyadh Air’s upcoming services could benefit your business travel plans, contact your Global Travel Management Account Manager.