Qatar Airways Debuts Sama, the World’s First Digital Human Cabin Crew, on Instagram
- As Qatar Airways’ engaging digital ambassador, Sama takes storytelling to new heights
- Through her Instagram account, @SamaOnTheMove, Sama offers a curated mix of travel tips, personal anecdotes from her layovers, and an insider’s perspective on some of the world’s most exciting destinations
(IN SHORT) Qatar Airways has introduced Sama, the world’s first AI-powered digital human cabin crew, who will now engage with a global audience on social media. Through her Instagram account, @SamaOnTheMove, Sama will share travel tips, personal stories, and behind-the-scenes insights into the life of a cabin crew member. Sama’s launch follows her unveiling at ITB Berlin 2024 and marks Qatar Airways’ commitment to blending human connection with technological innovation. She will also showcase the airline’s network of over 170 destinations, offering a fresh perspective on travel experiences.
(PRESS RELEASE) Doha, Qatar, 2025-Jan-14 — /Travel PR News/ — Qatar Airways has introduced Sama, the world’s first AI-powered digital human cabin crew, who is set to make her debut on social media as the airline’s innovative digital ambassador. Sama, who can be found on Instagram at @SamaOnTheMove, will share a captivating mix of travel insights, personal anecdotes from her layovers, and exclusive behind-the-scenes glimpses into the life of a cabin crew member, all presented with a relatable, human touch.
Mr. Babar Rahman, Senior Vice President of Marketing and Corporate Communications at Qatar Airways, commented, “Sama’s presence on Instagram is a natural extension of our vision to merge human interaction with cutting-edge technology. Sama embodies the future of travel—personalized, engaging, and deeply connected to the meaningful experiences that matter most. Her debut is a significant step toward humanizing our brand and creating deeper connections with a global audience.”
Unveiled to great acclaim at ITB Berlin 2024, Sama marks a groundbreaking moment for Qatar Airways as the first digital human cabin crew member to engage with audiences through social media. Designed to appeal to a digitally savvy demographic, Sama will provide unique and inspiring content that showcases Qatar Airways’ extensive network of over 170 global destinations.
Whether sharing tips for navigating a new city, revealing hidden gems in iconic destinations like Paris, or offering a sneak peek into the daily life of a cabin crew member, Sama is set to reimagine travel storytelling. Through her eyes, followers can explore diverse cultures, traditions, and experiences in an entirely new way.
Join Sama on her exciting journey by following her on Instagram at instagram.com/SamaOnTheMove and discover how Qatar Airways is blending technological innovation with personal connection in the world of travel.
About Qatar Airways
A multiple award-winning airline, Qatar Airways won the ‘World’s Best Airline’ for the unprecedented eighth time at the 2024 World Airline Awards, managed by the international air transport rating organisation, Skytrax. Qatar Airways has been the World’s Best Airline in 2011, 2012, 2015, 2017, 2019, 2021, 2022, and 2024. The airline continues to be synonymous with excellence, also taking home, ‘World’s Best Business Class’, ‘World’s Best Business Class Airline Lounge’, and ‘Best Airline in the Middle East’. As leaders in industry innovation and digital adoption, Qatar Airways was also recently voted the ‘World’s Best Airline Website’ by World Travel Tech Awards.
Qatar Airways was the first Airline in the Middle East to be certified to the highest level of IATA’s Environmental Assessment (IEnvA) programme, based on recognised environmental management system principles (such as ISO 14001). As an inaugural signatory to the Buckingham Palace Declaration in March 2016, Qatar Airways became the first airline globally to be certified to the industry standard for the prevention of illegal wildlife trafficking in aviation.
Qatar Airways currently flies to over 170 destinations worldwide, connecting through its Doha hub, Hamad International Airport, the ‘World’s Best Airport’, as voted by Skytrax in 2021, 2022, and 2024. In 2024, Hamad International Airport also received the ‘Best Airport in the Middle East’ accolade for 10 consecutive years, as well as ‘World’s Best Airport Shopping’ for the second year in a row.
Media Contact:
Qatar Airways Group
Corporate Communications Department
qrmedia@qatarairways.com.qa
+974 4022 2200
Source: Qatar Airways
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