Qatar Airways is taking digital innovation to the next level with the launch of its AI-powered travel assistant, Sama.

Unveiled at the Web Summit Qatar 2025, the AI tool aims to streamline travel booking and enhance the passenger experience.

Sama: The AI travel assistant by Qatar Airways

Sama, originally introduced as an AI-powered digital cabin crew, has now evolved into a full-fledged travel booking assistant. Integrated into Qatar Airways’ app and website, it allows users to book flights, plan itineraries, and receive real-time destination recommendations based on preferences. Sama also offers a 24/7 conversational interface, making bookings more intuitive and personalised.

At the summit, spectators could interact with Sama in holographic form, experiencing first-hand how AI is transforming airline services.

A standout feature introduced at the event is Dream Destination – The Pulse, an AI tool that interprets user emotions to recommend travel destinations. This cutting-edge technology takes personalisation further by analysing subtle cues to tailor suggestions to each traveller’s mood and preferences.

Additionally, Qatar Airways introduced an upgraded Privilege Club Collection, allowing loyalty members to use Avios points to bid on exclusive experiences such as sporting events, luxury retail, and cultural festivals. The My Reward Seat Finder tool also simplifies the process of booking Avios-powered seats by offering real-time availability.

Qatar Airways Business Class

Business Class travellers can benefit from AI Menu Recommendations, which provide tailored meal suggestions based on dietary preferences and chef’s specials. This feature is accessible via the Qatar Airways app, allowing passengers to plan their in-flight dining experience in advance.

Another major highlight is the QVerse Multi-Sensory Experience, a virtual reality platform that immerses users in a digital recreation of the airline’s award-winning Qsuite.

Speaking at the event, Qatar Airways Group CEO, Engr. Badr Mohammed Al-Meer, stated: “Qatar Airways’ partnership extension with Web Summit Qatar illustrates our commitment to innovation and highlights our pursuit of adopting cutting-edge technological advancements to deliver leading passenger experiences. As the national carrier of the State of Qatar, we are also honoured to support further our country’s ambitions of technological growth and innovations.”

Chief Commercial Officer Thierry Antinori added that the AI tools aim to create a seamless and engaging journey for customers: “Qatar Airways is increasingly leveraging innovative technologies to enhance and streamline the customer experience. We aim to provide our passengers with excellence from the moment they open the Qatar Airways mobile application or website, and our team has developed digital AI tools to guide and engage our passengers throughout their booking and travel experiences. We look forward to seeing visitors discover the Qatar Airways pavilion and the ground-breaking technology they can engage with.”

With AI technology now deeply embedded in its services, Qatar Airways is setting new standards for the future of airline travel.

View all travel news.