Qatar Airways will showcase its latest digital innovation at the world leading travel trade show, taking place from 5-7 March 2024
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 Airline’ title 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.
For further information, visit www.qatarairways.com.
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