As Royal Jordanian Airlines continues to expand its global footprint, we had the opportunity to interview Mr. Karim Makhlouf, Chief Commercial Officer (CCO) of Royal Jordanian Airlines, to discuss its growth strategies, fleet modernization, and vision for the future. From network expansion to digital transformation, here’s what he had to say.
Royal Jordanian Airlines has been expanding its network and enhancing connectivity. What are the key markets you are focusing on, and what strategies are being implemented to strengthen your global presence?
At Royal Jordanian, our strategy is built on two main pillars: attracting tourism into Jordan and positioning Amman as a key gateway in the Levant in the Middle East region. We are strategically expanding our network by adding new destinations that align with these objectives. For example, our recent expansions into London Stansted, Manchester, Berlin, and Moscow have already demonstrated strong results. In 2025, we are setting our sights on the Asian market, particularly India, with new routes to Mumbai and New Delhi. These efforts will not only enhance connectivity but also boost inbound tourism and strengthen Jordan’s position as a regional aviation hub.
How does Royal Jordanian position itself in the highly competitive Middle Eastern aviation market?
The Middle Eastern aviation market is fiercely competitive, with several global grants competing with global giants. However, we differentiate ourselves by focusing on personalized service and a boutique airline experience. Our niche lies in promoting Jordan as a boutique tourism destination and Amman as a convenient transit hub. By 2026, our fleet will be one of the youngest in the region, ensuring a superior passenger experience with state-of-the-art aircraft and top-tier services. Our commitment to seamless connectivity, premium onboard services, and strong partnerships further reinforce our unique positioning in the market.
Could you share insights into your fleet modernization plans and any upcoming aircraft additions?
Fleet modernization is a crucial element of our growth strategy. We have already started integrating the brand-new Embraer E2 jets, significantly enhancing fuel efficiency and passenger comfort. Over the next 18 months, we will introduce nearly 20 new aircraft, including the A320neo family for narrow-body operations and the Boeing 787-9 for long-haul flights. The cost-effective new fleet will give us a unique window of opportunity for the opening of new international markets.
What new services or inflight experiences can passengers look forward to in the coming year?
We are continuously innovating to elevate our passengers’ experience. Our new A320 neo aircraft features modern leather seats, Wi-Fi connectivity, and a new inflight entertainment system across both Economy and Crown Class. Additionally, we are refining our onboard catering to highlight Jordanian culinary delights, giving travellers a taste of our rich culture from the moment they step on board. Expect more digital enhancements, personalized services, and a seamless travel experience in the year ahead.
How is Royal Jordanian leveraging digital transformation and technology to enhance customer experience, both on the ground and in the air?
Digital transformation is at the core of our customer experience strategy. We have introduced a new user-friendly mobile app and an upgraded website, making booking and managing flights easier than ever. At airports, we are rolling out self-check-in kiosks and biometric boarding to streamline the passenger journey. In the air, our new aircraft are equipped with high-speed Wi-Fi and advanced inflight entertainment options, ensuring passengers stay connected and entertained throughout their journey. We are one of the few airlines promoting Jordan through the new digital tourism platform ExploRJordan which is set to develop in the upcoming months.
ExploRJordan promotes the unique varieties of Jordan as modern, contemporary and “Truly Arabia Positioning”
Are there any new loyalty program enhancements or benefits for frequent flyers?
Our Royal Club loyalty program has been relaunched with more value to our frequent flyers. We are introducing new tier benefits, better mileage accrual opportunities, and enhanced redemption options. Our goal is to ensure that our loyal passengers enjoy a rewarding experience every time they fly with us, whether through exclusive airport privileges, priority services, or special partner offers. Royal Jordanian passengers can also benefit from the One World benefits covering the whole globe.
Sustainability is a growing focus in aviation. What initiatives is Royal Jordanian taking to reduce its environmental impact and promote sustainable travel?
Sustainability is a key priority for us. Our ongoing fleet renewal program is a significant step toward reducing emissions, through the introduction of the latest fuel-emission aircraft. Additionally, we are investing in eco-friendly initiatives such as carbon offset programs, waste reduction, and sustainable catering options. Under our ExploRJordan initiative, we also promote eco-lodges and sustainable tourism choices to encourage eco-friendly and responsible travellers.
How does the airline contribute to the local economy and tourism sector in Jordan?
As Jordan’s national carrier, we play a vital role in driving the country’s tourism industry and economic growth. By increasing connectivity and through the dedicated launch of ExploRJordan, we actively promote Jordan as a must-visit destination. Our partnerships with tour operators and local businesses further support the tourism sector, creating employment opportunities and boosting local economies. Our goal is to double the number of Indian tourists visiting Jordan in the next two years, reinforcing our commitment to national economic development. RJ by itself contributes approximately 5% to the Jordanian GDP. Tourism as a whole sector has an impact of about 20% on Jordan’s GDP.
What are the biggest challenges Royal Jordanian faces in the current global aviation landscape, and how do you plan to overcome them?
Like all airlines in the region, we face challenges such as geopolitical uncertainties, fluctuating fuel prices, and evolving customer expectations. However, our strategic approach—focused on fleet modernization, digital innovation, and targeted market expansion—positions us to navigate these challenges effectively. By staying agile and responsive to market dynamics, we ensure sustained growth and operational resilience.
Looking ahead, what is your vision for Royal Jordanian Airlines over the next five years?
Our vision is clear: to establish Royal Jordanian as the leading carrier in the Levant in the Middle East region, offering a world-class boutique airline experience and significantly increasing tourism into Jordan. We aim to expand our network, enhance operational efficiency, and introduce cutting-edge technology to improve customer satisfaction. By 2026, our fleet will be among the youngest in the industry, our global footprint will be stronger, and our passengers will enjoy an unparalleled travel experience. The next three years are set to be transformative, and we are excited to embark on this journey with our valued customers and partners. A visit to Jordan where undiscovered awaits, will be on most people’s bucket list.
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