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Description
Sama was founded by Investment Enterprises Ltd,
chaired by HRH Prince Bandar bin Khalid al Faisal, with the support
of Mango Aviation Partners, a UK firm specialising in low fare
airline start-up's.
Initial investment was received from 30 major Saudi private and
institutional investors including:
Olayan Financial Co
Xenel Industries Ltd
Saudi Industrial Services Co.
Sara Development Company Ltd
Modern Investment Company for Trade and Industries
Mango Aviation Partners was established by a number of senior
executives with many years worth of experience in the UK and
European low fares airline industry. As such they brought the
specific expertise necessary to establish and develop Sama.
Sama flies Boeing 737-300 aircraft which are maintained to the
highest international standards by SR Technics. Their aircraft are
leased from major worldwide lessors.
Sama is a short-haul carrier serving destinations within the Kingdom
and other destinations across the Middle East. They do not plan to
offer long haul destinations.
Why are you called Sama?
They chose the name Sama as they wanted a name with layers of
meaning in Arabic and relevance to the airline business.
Extensive customer research showed that this was the most popular
and meaningful name for most people.
Sama is a verb, with a number of meanings:
To rise (high), to soar, tower up, go up, to be or to become
elevated, high, exalted or sublime. In the colloquial Sama refers to
the 'sky' or 'majestic heavens'
What is a low fares airline?
A low fares airline is an airline which offers low fares by
efficiently managing it's operational costs and removing many
traditional passenger frills such as an in-flight meal. The term
originated within the airline industry referring to airlines with a
low - or lower - operating cost structure than their competitors.
A typical low fares airline offers:
A single class of aircraft cabin
A single type of airplane, most notably the Boeing 737 (reducing
training and servicing costs)
A simple fare scheme, with the cheapest fares available to
passengers who book in advance
Short flights and fast turnaround times (allowing each aircraft to
fly for more hours in each day)
Direct flights, no transfers (reducing complexity and eliminating
disruption due to delayed passengers or luggage missing connecting
flights)
Employees working in multiple roles, for instance flight attendants
also cleaning the aircraft or working as gate agents (limiting
personnel costs)
"Free" in-flight catering and other "complimentary" services are
eliminated, and replaced by an in-flight menu available for sale to
passengers during their flight.
Aggressive fuel hedging programs
Their aim is to offer the "best in class" service to their
passengers at a great value price. As the first low fares airline in
Saudi Arabia , they would urge people to try their service and find
out for themselves.
