Qatar Airways Qverse_Sama 2.0
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Qatar Airways Qverse_Sama 2.0

Qatar Airways to Participate in ITB Berlin 2024 with Second Generation MetaHuman Cabin Crew, Sama

Qatar Airways will showcase its latest digital innovation at the world leading travel trade show, taking place from 5-7 March 2024


Qatar Airways is the world’s first airline to develop a virtual MetaHuman cabin crew


The dynamic reveal will highlight Sama’s second generation capabilities powered by artificial intelligence

DOHA, Qatar – Qatar Airways, the industry standard for innovation in aviation, is participating in the global travel and trade event, ITB Berlin, from 5-7 March 2024, with the reveal of its second-generation revolutionary MetaHuman, Sama 2.0. The launch will be held at the remodelled Qatar Airways stand on the opening day of the trade show.


The national carrier of the State of Qatar is the first airline in the world to develop a virtual cabin crew. Sama, the world's first AI-powered MetaHuman cabin crew member, will be unveiled in a previously unseen way at this highly anticipated event, spotlighting the future of personalised service and accessibility in air travel. Sama, powered by digital human creator, UneeQ, is primed to create new benchmarks for future AI implementations, showcasing a level of interaction that is as personal as it is functional.


The world leading travel trade show, ITB Berlin, which is a major travel and tourism industry event, showcases a range of travel exhibitors from over 180 countries and five continents, providing over 160,000 visitors with information on new products, services and facilities in the tourism industry.


Qatar Airways welcomes all guests at ITB to visit its new exhibition pavilion and meet Sama 2.0 – the embodiment of exceptional service and hospitality – at the trade fair in Hall 4.2, stand 102, from 5-7 March 2024.

About Qatar Airways

A multiple award-winning airline, Qatar Airways won the ‘World’s Best Business Class’ for the tenth time at the 2023 World Airline Awards, managed by the international air transport rating organisation, Skytrax. The airline continues to be synonymous with excellence, also taking home, 'Best Airline in the Middle East', 'World's Best Business Class Lounge' and 'World's Best Business Class Lounge Dining' at the prestigious awards held during the 2023 Paris Air Show. Qatar Airways is an unprecedented seven-time winner of the 'World’s Best Airline' voted by Skytrax (2011, 2012, 2015, 2017, 2019, 2021 and 2022). As leaders in industry innovation and digital adoption, Qatar Airways was 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 nearly 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.

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