Qatar Airways has launched a world-first AI booking experience, featuring Sama, an AI Cabin Crew hologram.
Making its debut at Web Summit Qatar 2025, the new Sama offering is designed to make booking “effortless and personalised”, says the airline.
Sama interacts with travellers via voice and chat, guiding them through the entire booking process.
Travellers can engage with Sama on Qatar Airways’ QVerse, app and website, with Web Summit attendees getting a first-hand look at the AI cabin crew in hologram form at the airline’s pavilion.
The unveiling marks the carrier’s continued push into emotionally-aware AI, following last year’s introduction of promptless AI, which now interprets user emotions to help them discover destinations.
The airline’s pavilion at the summit also showcases other Qatar Airways innovations, including:
- Dream Destination – The Pulse: Emotion-based AI for personalised travel inspiration
- AI Menu & Privilege Club Collection: Enhanced loyalty rewards and intuitive meal selection
- Reward Seat Finder: A 30-day calendar for easier reward seat booking
The airline also offers insights into its operations through “Tarmac Talks”, featuring staff and industry pioneers.
As the Official Lifestyle and Travel Partner for Web Summit Qatar for the next four years, the Doha-based airline says it is cementing itself as a leader in digital innovation. For more on the latest advancements, visit Qatar Airways’ QVerse.
“Qatar Airways is increasingly leveraging innovative technologies to enhance and streamline the customer experience,” Qatar Airways Chief Commercial Officer Thierry Antinori said.
“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.”
Qatar Airways Group CEO Mohammed Al-Meer said, “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.”
Last week, the Australian Competition and Consumer Commission (ACCC) greenlighted a five-year Qatar and Virgin Australia integrated alliance. Read more about that here.
The Doha-based carrier was voted World’s Best Airline by Skytrax in 2024.
