Qatar Airways to Participate in ATM Dubai 2024 with the World’s First AI Digital Human Cabin Crew, Sama 2.0
The ‘Best Airline in the Middle East’ will offer industry experts the chance to interact with the latest generation of its revolutionary digital innovation at the Arabian Travel Market Dubai, from 6 to 9 May 2024
Sama 2.0 embodies the future of travel technology, raising the bar for exceptional, world-class service and hospitality across the global travel and tourism sector
DOHA, Qatar – Qatar Airways, the multiple award-winning airline, will participate in the Arabian Travel Market (ATM) Dubai, offering visitors the chance to meet and engage with its world-leading AI-powered digital human cabin crew, Sama 2.0, from 6 to 9 May 2024.
Aligning with ATM’s 31st edition theme of ‘Empowering Innovation: Transforming Travel Through Entrepreneurship’, the national carrier of the State of Qatar will invite industry experts and travel partners from across the Gulf region and beyond to engage with Sama 2.0 – the second generation of the world’s first AI-powered digital crew.
By answering questions in real time, Sama 2.0 is the future of exceptional service and hospitality in the travel and tourism industry, assisting travellers in designing curated travel experiences, and empowering them to find answers related to Qatar Airways FAQs, destinations, support tips and more.
To ensure seamless interaction with Sama, customers and passengers can easily chat with her through QVerse, Qatar Airways’ immersive digital platform, or conveniently via the Qatar Airways app.
Qatar Airways will also unveil its brand-new exhibition pavilion at Hall no. 2 ME1450 during the four-day event, which is the premier international travel and tourism event in the Middle East, attracting both inbound and outbound tourism professionals. The state-of-the-art stand will feature a multi-sensory pod that offers a fully-immersive dive into the exceptional luxury and comfort of the award-winning Qsuite. This will allow visitors to experience first-hand the revolutionary innovation and technological advancements that set Qatar Airways apart in the travel and tourism sector.
Additionally, visitors will be able to roam the airline’s QVerse via a Virtual Reality (VR) experience to explore the cabin interior of Qatar Airways’ aircraft, including the award-winning Business Class - Qsuite, the Economy Class cabin, as well as navigate Hamad International Airport (HIA), the ‘World’s Best Airport’ as voted by Skytrax in 2024, along with Al Safwa First Class Lounge and Al Mourjan Business Class Lounge.
About Qatar Airways
A multiple award-winning airline, Qatar Airways won the ‘World’s Best Airline’ for an unprecedented ninth time at the 2025 World Airline Awards, managed by the international air transport rating organisation, Skytrax. Qatar Airways was previously named the World’s Best Airline in 2011, 2012, 2015, 2017, 2019, 2021, 2022, and 2024.
The airline continues to be synonymous with excellence, and has yet again received recognition for ‘World's Best Business Class’, and ‘World's Best Business Class Airline Lounge’. As the leading connector in the region, Qatar Airways has also been lauded with the ‘Best Airline in the Middle East’ title for the 13 time.
Qatar Airways currently flies to over 170 destinations worldwide, connecting through its Doha hub, Hamad International Airport, the ‘Best Airport in the Middle East’ for 11 consecutive years, as well as ‘World’s Best Airport Shopping’ for the third year in a row, as voted by Skytrax. Hamad International Airport has previously been named the ‘World’s Best Airport’ by Skytrax in 2021, 2022, and 2024.
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.
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