From 23-26 February 2025, visitors at Web Summit Qatar witnessed a groundbreaking moment in aviation as Qatar Airways introduced the world’s first AI-powered booking innovation with Sama, the AI Cabin Crew hologram. The airline also showcased @Verse and the AI-driven Dream Destination travel tool, redefining how travellers interact with digital booking and customer service.
Qatar Airways marked its second consecutive year as a sponsor of Web Summit Qatar, announcing a four-year commitment as the Official Lifestyle and Travel Partner of the annual event. The airline’s presence at the summit featured a range of pioneering technologies designed to enhance passenger experience, including Sama’s AI Booking, Dream Destination - The Pulse, QVerse Multi-Sensory Experience, AI Menu, Privilege Club Collection and Reward Seat Finder.
Qatar Airways’ Vision For Innovation
Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer emphasized the airline’s dedication to technological advancements, stating: “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."
Qatar Airways Chief Commercial Officer, Mr. Thierry Antinori, further elaborated on the role of AI in enhancing customer journeys: “Qatar Airways is increasingly leveraging innovative technologies to enhance and streamline the customer experience. 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."
Ai Takes Flight: Qatar Airways’ Latest Innovations
Sama: Ai Cabin Crew Redefining Travel Bookings
For the first time, travellers can experience a fully AI-powered booking journey with Sama, the AI Cabin Crew. Available on Qatar Airways' QVerse app and website, Sama offers an interactive and personalized approach to travel planning. Through voice and chat interaction, Sama helps travellers book flights, suggests tailored itineraries, and even recommends destinations based on preferences. Visitors at the Web Summit had the unique opportunity to interact with Sama as a hologram at the Qatar Airways Pavilion.
Dream Destination - The Pulse: Emotion-Based Travel Recommendations
Building on its AI promptless experience from Web Summit Qatar 2024, Qatar Airways has now introduced Dream Destination - The Pulse, which interprets user emotions to recommend travel destinations. This AI advancement in emotional recognition enhances the airline’s ability to offer hyper-personalized travel experiences.
Privilege Club Collection: Exclusive Rewards For Loyalty Members
Qatar Airways introduced the Privilege Club Collection allowing loyalty members to bid on
exclusive experiences using Avios points. These once-in-a-lifetime opportunities include sports, music, cultural events, and luxury dining experiences. The platform also features live auctions at Web Summit Qatar 2025, enabling members to access premium experiences in real time.
My Reward Seat Finder: Hassle-Free Reward Bookings
Launched in 2024, My Reward Seat Finder simplifies the process of booking reward flights. By displaying available reward seats within a 30-day window, it provides Privilege Club members with an intuitive way to plan their trips using Avios points.
Industry Insights At ‘Tarmac Talks’
Visitors had the rare opportunity to engage with industry leaders through Qatar Airways’ Tarmac Talks, featuring discussions on digital branding, predictive analytics, and advancements in cargo digitization. Topics included:
Sama & The Future of Digital Branding: Where AI Meets Human Connection
Dream Destination - The Pulse: The Role of AI in Personalized Travel
Using Predictive Analytics to Elevate the Customer Experience
Ai-Powered In-Flight Enhancements:
Ai Menu Recommendations: Personalized Dining At 30,000 Feet
Qatar Airways introduced an AI-powered Menu Recommendation System for Business Class passengers. Through the airline’s mobile app, travellers can browse onboard menu options, receive personalized meal suggestions from Sama, and explore dietary-specific recommendations before their flight.
Qverse Multi-Sensory Experience: Virtual Reality Meets Luxury Travel
With QVerse, travellers can embark on an immersive journey through Qatar Airways’ award-winning cabins. This virtual reality experience combines visual, auditory, and tactile elements, allowing users to explore the airline’s premium services like never before.
Ai Adventure: A Personalized Brand Campaign
As part of its innovative brand campaign, Qatar Airways launched AI Adventure, an interactive video experience that allows users to become the main characters in a cinematic story. With AI-driven facial recognition, the characters in the film adapt to each viewer’s appearance, creating a deeply personalized experience.
Shaping The Future Of Aviation
Qatar Airways’ participation in Web Summit Qatar 2025 highlights its role as a pioneer in AI-driven aviation experiences. Visitors had the chance to engage with cutting-edge travel tools, explore immersive digital environments, and gain insights from industry experts.
The award-winning airline invites travellers to experience its latest AI travel innovations firsthand at the Qatar Airways Pavilion from 23-26 February 2025.
