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
DOHA, Qatar – Meet Sama, the world’s first AI-powered digital human cabin crew, now taking flight on social media. As the face of Qatar Airways’ innovation, Sama will soon inspire and connect with a global audience on Instagram. Her account, @SamaOnTheMove, will offer followers a mix of travel tips, personal stories from her layovers, and a behind-the-scenes look at the life of a cabin crew member—all with a creative, human touch.
Qatar Airways Senior Vice President Marketing and Corporate Communications, Mr. Babar Rahman, said: “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to the experiences that matter. Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience.
Unveiled during ITB Berlin 2024 to great acclaim, Sama represents Qatar Airways’ commitment to blending innovation with emotional engagement. As the first digital human cabin crew to debut on social media, Sama is designed to connect with a digitally native audience through relatable and inspiring content.
Whether she’s discovering hidden gems in Paris, sharing tips on navigating a new city, or offering a behind-the-scenes look at life in the skies, Sama will showcase Qatar Airways’ network of over 170 destinations in a fresh and imaginative way. Her content invites followers to explore new cultures, discover inspiring traditions, and see the world through her eyes.
Follow Sama on Instagram at instagram.com/SamaOnTheMove to join her journey and experience the future of travel storytelling, one post at a time.
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.
Qatar Airways Group
For media enquiries, please email:
qrmedia@qatarairways.com.qa
