Qatar Airways’ AI Cabin Crew ‘Sama’ helps secure Top Award

The digital landscape of air travel has a new benchmark. Qatar Airways has captured the ‘Best Airline App 2025’ award at the World Aviation Festival, with its integrated Artificial Intelligence (AI) crew member, Sama, being the definitive factor in the victory.

The award was determined in the fiercely competitive ‘Battle of the Airlines Apps,’ a contest where the top five nominated apps were scrutinised by a jury on user experience, mobile service utility, and digital innovation. Qatar Airways’ platform reportedly outperformed the competition by delivering a suite of features that move beyond basic bookings.

The Technology Behind the Win

According to Christophe Guittard, Senior Vice President of Business-to-Consumer at Qatar Airways, the app represents a “powerhouse of smart technology” designed to deliver an exceptional level of traveller satisfaction. The platform’s core strength lies in its speed, intuitive navigation, and high degree of personalizationThe app supports the entire journey, from global trip planning across the airline’s 170+ network to simplified in-flight preparation. Crucially, the system utilizes customer data to enable exclusive services, including instant or automated refunds for Privilege Club members on eligible products, and real-time updates—making it a genuine utility tool rather than just a marketing front.

Sama: A World-First in Digital Service

The central innovation recognized by the jury is Sama, the world’s first AI Cabin Crew, recently integrated into the platform to streamline the booking process.

Sama represents a significant jump from conventional customer service chatbots. She interacts naturally through voice and chat, allowing travellers to converse with her to quickly build a complete, tailored itinerary in real-time. This eliminates the need for users to manually input multiple parameters, focusing the system on an effortless, conversational booking flow.

The AI’s utility also extends directly to the premium experience. Business Class passengers can now preview their onboard menu before their flight, enabling Sama to provide pre-flight recommendations, highlight chef’s specials, or confirm specific dietary meals—a forward-thinking feature that directly leverages digital capability to enhance in-air service.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.