Qatar Airways Launches AI-Powered Travel Agent Sama

The all-pervading Artificial Intelligence (AI) technology has made its way into Qatar Airways, the national carrier of Qatar, which became the first airline in the world to launch an AI-powered travel agent Sama at the Web Summit Qatar 2025, which began on Monday.

The new tool is an extension of Qatar Airways’ AI cabin crew Sama, which is now live on Qatar Airways’ QVerse, app and website. Designed to make booking effortless and personalised, Sama interacts naturally with travellers through voice and chat by guiding them every step of the way.

With AI-powered, intuitive booking, travellers can ask Sama about flights, and she will curate a tailored itinerary. Planning a family trip? Just tell Sama – she’ll suggest family-friendly destinations and refine the itinerary in real time. Available around the clock, Sama makes booking smarter.

The award-winning airline’s latest innovations include Sama’s AI Booking, Dream Destination – The Pulse, QVerse Multi-Sensory Experience, AI Menu, Privilege Club Collection, and Reward Seat Finder.

Qatar Airways Group CEO Badr Mohammed Al-Meer, said that the airline’s partnership extension with Web Summit Qatar illustrated their commitment to innovation and highlighted their pursuit of adopting cutting-edge technological advancements to deliver leading passenger experiences.

As the national carrier of Qatar, we are also honoured to support further the country ambitions of technological growth and innovations, he added.

Qatar Airways Chief Commercial Officer Thierry Antinori, said that they were 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,” he added.

This year, Qatar Airways Pavilion features key staff in its ‘Tarmac Talks,’ which also include pioneers in the industry giving insight into the technologies on display at the pavilion. The World’s Best Airline, as voted by Skytrax in 2024, has further brought together a number of innovations for visitors to discover.

Dream Destination

Following the successful launch of the world’s first AI prompt less experience during Web Summit Qatar 2024, the latest version of this product now interprets user emotions to assist travellers in discovering their ultimate holiday destination.

This represents a significant advancement into the emerging field of emotionally-aware AI and complements previous innovations launched on the Qatar Airways’ digital ecosystem and in the Privilege Club loyalty programme.

Privilege Club Collection

The Privilege Club Collection is a digital platform available to the airline’s loyalty members, enabling them to bid on exclusive ‘money-can’t-buy’ experiences using their Avios. The platform integrates the loyalty programme into members’ lifestyle by offering them a new avenue to spend their Avios on their favourite sports, music, and cultural events, as well as retail and dining experiences. Members will have access to exclusive auctions each of the three days at the Web Summit Qatar 2025.

Additionally, Qatar Airways is offering a glimpse into the inner workings of the airline. Listen to the stories of the innovative minds working at Qatar Airways and get insights on what it is like to be a part of the team. Attendees interested in joining the Qatar Airways team will have an array of opportunities to connect with recruiters and will be provided with online resources.