Under the stewardship of chief executive Rasha Al Roumi, the Middle East’s first female airline leader, Kuwait Airways has undertaken to implement a bold new strategy designed to revive the airline’s once pioneering legacy in regional aviation.

A transformative plan with clear infrastructural changes and new technologies will be implemented that will see it become the preferred airline linking Kuwait to the world, by 2021.

This transformation process was announced in September this year, followed by the launch of the new livery and branding in October.

While the rebranding represents a clear visual change, Kuwait Airways’ management is keen to stress that the transformation is not just “cosmetic”.

With the help of the technology and business processes offered by Amadeus, Kuwait Airways is completely transforming its approach to business, in an effort to double its growth over the next five years.

This extensive portfolio will help the airline create more personalised travel experiences and adapt its offering to customer demand and preferences – in real-time.

Unique to the implementation of this project, Amadeus will be working throughout the Altéa implementation, to support Kuwait Airways with best practices and new business procedures, and to help ensure a cost-effective and timely upgrade from the existing (legacy) system.

In order to keep pace with the exponential growth of the aviation industry across the Gulf Region, Kuwait Airways’ comprehensive overhaul of many of its business processes will see the airline working its way back to being the dominant carrier in its home market with opportunities for further expansion in the years to come.

“Kuwait Airways is currently undergoing a wide-reaching programme of change and this comprehensive transformation process must be driven by the mission to reassert our pioneering legacy in the region’s aviation industry.

“By working with Amadeus we are not just appointing a technology partner, we are working alongside a trusted provider with long-standing experience and expertise in the airline business.

“We are confident that the changes we are making will be the foundation blocks for Kuwait Airways’ success in the near and long-term future,” said Al Roumi.

The implementation of the new business processes is estimated to be a six month project, with the “cut over” planned at the beginning of quarter two of 2017.