Royal Jordanian is currently pursuing an ambitious and transformational five-year growth strategy, enhancing all aspects of its operations and elevating the way the airline serves passengers across the globe.
The growth strategy includes considerable investments, expansions, and upgrades on all fronts, including:
• New aircraft & sustainable growth
• New routes & new arrivals
• New services
• New brand positioning
Reflecting these efforts and plans, RJ Chief Commercial Officer, Karim Makhlouf, stated: “RJ will continue to grow its network and look for new markets to better enhance traffic and connect Jordan to the world, in line with our vision and strategy to become the airline of choice in the Levant. Furthermore, as the national carrier of Jordan, we are now focusing on stimulating tourism in Jordan through providing attractive fares, and excellent quality of existing and new services accompanied by our Jordanian hospitality.”
New Aircraft & Sustainable Growth
In line with its efforts to expand its operations and routes, Royal Jordanian is making considerable investments in the expansion and upgrade of its fleet; the airline aims to double its aircraft numbers within the next five years.
The airline has been finalizing deals with Embraer, Airbus, and Boeing, with the first of these new aircraft expected to be delivered toward the end of 2023.
RJ has signed a deal to acquire 10 aircraft in the Embraer E2 family. The airline will be acquiring 20 new aircraft from Airbus from the A320neo family. Negotiations with Boeing are also ongoing, with RJ looking to increase its fleet of 787s
RJ also recognizes that growth of this magnitude needs to be considered through the lens of sustainability: the airline is consciously purchasing aircraft that have been designed with sustainability in mind. This is why RJ is investing in aircraft like the Embraer E2, which boasts exceptional efficiency and lower fuel consumption.
Along with an emphasis on more sustainable aircraft, RJ is also looking to take further steps to enhance the sustainability of its operations, such as working to adopt sustainable aviation fuel (SAF) on a wide-reaching commercial scale.
New Routes & New Arrivals
The airline is proudly doing its part to connect Jordan to the world. RJ envisions itself as more than just another airline: as the Kingdom’s proud national carrier, RJ is committed to being a key driver of tourism, and to representing the country at every step of the passenger journey.
In the first nine months of 2022, Amman’s Queen Alia International Airport (QAIA) welcomed more than 5.8 million travelers (an 89.6% increase over the previous year).
RJ is working to play a key role in the continuous growth of these passenger numbers.
Royal Jordanian is steadily expanding its route network worldwide, reaching more customers than ever before. In the last six months, this has included new routes connecting Amman to the following destinations: Lyon, Milan, Toronto, and Bangkok.
New Brand Positioning
Recently, Royal Jordanian unveiled its new brand positioning under the slogan, We Fly Together. This slogan embodies the airline’s steadfast commitment to its passengers, partners, employees, and the Jordanian people—and its efforts to add value to all of these value stakeholders.
In addition to the airline’s ongoing investments in upgrading its fleet, expanding its routes, and enhancing its services, RJ is eager to put a spotlight on Jordan’s rich cultural, natural, artistic, athletic, and culinary diversity.
Earlier this year, RJ established a formal partnership with the Jordan Tourism Board, as part of its efforts to attract new visitors to the Kingdom and to highlight new experiences.
The airline is particularly eager to shine a light on Jordan’s diversity of experiences, events, and cultural offerings—especially those that may be less known to travelers from around the world.
In that same spirit, RJ is also heavily sponsoring a wide range of cultural events, activities, and initiatives, in an effort to support everything from art, film, and music to sports and culinary arts.
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