Qatar Airways is integrating cutting-edge technology to enhance its digital brand experience. This includes redefining the pre-travel experience with Sama 2.0, the world’s first Artificial Intelligence (AI) flight attendant, and QVerse – its virtual travel experience platform. In this deep-dive interview ahead of his participation at FTE APEX Asia Expo, taking place in Singapore on 19-20 November 2024, Babar Rahman, SVP Global Marketing & Corporate Communications, explains Qatar Airways’ efforts to enhance convenience and engagement through personalised, tech-driven interactions.

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By answering questions in real time, Sama 2.0 assists travellers in designing curated travel experiences, while empowering them to find answers related to Qatar Airways FAQs, destinations, support tips and more. To ensure seamless interaction with the AI flight attendant, customers can easily chat with Sama 2.0 through the immersive QVerse digital platform, or via the Qatar Airways app.

Rahman is participating in the ‘Airline Innovation Summit’ at FTE APEX Asia Expo, with a presentation focused on how Qatar Airways’ Sama 2.0 and QVerse are redefining the pre-travel experience. Key points in what promises to be an inspirational address include:

• Immersive planning with QVerse: “Discussing how QVerse offers a ‘try before you fly’ experience, allowing passengers to virtually navigate and interact with every aspect of their journey, from exploring the aircraft cabins and seats to visiting the exclusive lounges and retail options.”
• Enhanced travel confidence: “Emphasising how both platforms contribute to increased travel confidence by providing detailed information and personalised interactions, which help passengers make informed decisions and reduce travel anxiety.”
• Future of travel: “Sharing insights into how Sama 2.0 and QVerse are part of Qatar Airways’ vision for the future of travel, focusing on technology-driven solutions to enhance passenger experience and satisfaction.”

Sama 2.0 to increase personalisation with tailored customer interactions

Sama 2.0, as the digital face of Qatar Airways’ AI interfaces, currently enhances pre-travel customer service by providing reliable, immediate answers to a wide range of enquiries. “Although the assistance is generic at this stage, it covers essential topics such as itinerary planning, network, loyalty programs, baggage allowances, and other pre-travel concerns,” Rahman shares. “Looking ahead, Sama 2.0 is set to evolve into offering personalised assistance, aiming to tailor interactions based on individual passenger preferences and history. This progression will further transform the pre-travel experience, making each interaction more relevant and engaging for our customers, thus reinforcing Qatar Airways’ reputation for exceptional service and hospitality in the digital age.”

Sama 2.0 and QVerse enhancing customer service and deepening understanding of customer needs

QVerse offers a detailed, immersive virtual environment where customers can explore various aspects of their upcoming travel. This includes virtual tours of aircraft interiors, lounges, and even previewing the look and feel of seats. By using QVerse, passengers can make informed decisions about their travel options, enhancing satisfaction and excitement for their upcoming journey.

“The response to both Sama 2.0 and QVerse has been overwhelmingly positive,” Rahman explains. “The deployment of Sama 2.0 and QVerse has initiated a new era of digital engagement at Qatar Airways. The combination of both technologies has proven instrumental in identifying previously unrecognised customer pain-points within the pre-travel phase. This AI-driven interface is enabling us to gather unique insights into areas where travellers experience difficulties, which often go unnoticed due to limited resources in traditional service models.”

These technologies are not just enhancing how Qatar Airways interacts with its customers, but are also reshaping its understanding of their needs, allowing the airline to address challenges more effectively, while continuously focusing on improved service offerings. As these tools evolve, they are expected to play a crucial role in refining Qatar Airways’ approach to customer engagement and ultimately influence its bottom line through strategic improvements.

“Through our experiences with Sama 2.0 and QVerse, we have demonstrated the power of innovative technologies to not only enhance customer service, but also to deepen our understanding of customer needs,” says Rahman. “We encourage other airlines to recognise the potential of such technologies to transform customer interactions and operational insights. However, it’s crucial that each airline tailors these technologies to their specific strategic objectives.”

Indeed, by adopting and adapting technologies like Sama 2.0, other carriers can uncover unique customer pain-points and frictions that are specific to their operations and customer base. “This approach is not about one-size-fits-all solutions, but rather about leveraging technology to meet distinct challenges and opportunities, thereby enhancing digital engagement and overall customer satisfaction in ways that align with each airline’s unique mission and goals,” Rahman shares.

Setting the stage for further innovations in Augmented Reality and Internet of Things

Qatar Airways’ foundational work with AI and Virtual Reality is setting the stage for further innovations in Augmented Reality and the Internet of Things (IoT). “We believe that these emerging technologies can leverage the robust base we’ve established, driving them forward to new heights,” Rahman explains. “Augmented Reality can enhance passenger interactions by overlaying personalised, context-aware information directly into their field of view, making every step of their journey more engaging. Similarly, IoT will interconnect various elements of the travel experience, from airport facilities to inflight services, ensuring seamless communication and enhanced service delivery. These technologies, driven by our initial advances in AI and Virtual Reality, are poised to significantly enrich and streamline the passenger experience at Qatar Airways.”

FTE APEX Asia Expo: “An excellent platform to exchange ideas and learn about the latest industry trends”

Looking ahead, Rahman is eager to participate in the ‘Airline Innovation Summit’ at FTE APEX Asia Expo, taking place in Singapore on 19-20 November 2024. “FTE APEX Asia Expo is always a highlight, and I am particularly looking forward to it this November. It’s an excellent platform to exchange ideas, learn about the latest industry trends, and showcase how Qatar Airways continues to lead by example in integrating innovative technologies to redefine air travel.”

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