• THE EXPERIENCE ECONOMY: CRUISE
AROYA Cruises’ Arabian advantage
As the first Arabian cruise line, AROYA is bringing a new, culturally distinct perspective to cruising. Commercial Executive Director Ala Tashkandi explains what sets the brand apart and where the opportunity lies for the travel trade.
“A ROYA was born from an world-class experience from Saudi Arabia, shaped by Arabian culture, hospitality and the way people in our region travel.” That perspective has been central to AROYA from the outset says Commercial Executive Director Ala Tashkandi, who explains the intention was “to create an experience that could stand confidently alongside leading international cruise brands while remaining unmistakably Arabia – from Hafawa hospitality and Saudi, regional and global cuisines, to regionally inspired design, interconnecting accommodation and family spaces created for multigenerational travel”. What has been particularly exciting since launch, he adds, is “how strongly that experience resonates beyond our core regional audience”. Since its first sailing in December opportunity to bring a genuinely new perspective to cruising: a 2024, AROYA has welcomed more than 117 nationalities on board, alongside a “significantly younger audience and many guests who are new to cruising”. During the Red Sea season, for example, the average guest age was around 28.8, compared with a global cruise average of 46.7, according to CLIA’s 2026 passenger data. “This is a strong indication that AROYA is broadening the appeal of cruising and connecting with a new generation of travellers looking for experiences that feel fresh, contemporary and culturally distinctive,” says Tashkandi.
Q: Which elements of the AROYA experience are most important for the travel trade to understand and communicate to their customers? The strength of AROYA lies
Crucial to that appeal is AROYA’s promise of a “Remarkably Arabian” cruise. “Remarkably Arabian gives AROYA its identity, expressing the richness, creativity and
in the richness and choice we offer across the ship. For the travel trade, that creates a much broader story than simply selling a
hospitality of Saudi Arabia and the region throughout the guest journey,” Tashkandi explains.
Ala Tashkandi
“Around 65% of the featured works on board were created by Saudi artists and artisans, while our design philosophy, A World of Authentic Abstractions, reinterprets Saudi Arabia’s landscapes, culture and human aspirations through a contemporary lens.” That identity permeates the entire onboard experience, including AROYA’s food and beverage offering, with a diverse selection of Saudi and Arab dishes alongside international cuisines. The details matter too, from welcoming passengers with dates and the scent of bakhour, both of which are revered Saudi traditions, to the spirit of Hafawa that defines AROYA's guest service. “Together, these elements create an experience that is culturally rooted, contemporary and welcoming to guests worldwide,” says Tashkandi. With the local and global travel trade central to AROYA’s distribution and growth strategy, Spotlight Riyadh asked Tashkandi about the product, its audiences and the opportunities for agents and travel partners in the following interview.
sailing; it enables advisors to understand what matters to each guest and highlight the elements most relevant to them. Families are a strong example. AROYA is home to one of the largest kids’ zones in the industry, spanning approximately 1,858 sqm, with dedicated activities and programming throughout the day, plus a separate space for teenagers. Combined with interconnecting accommodation and spaces designed for different generations, families can travel together while still having the freedom to enjoy the holiday in their own way. That choice extends across the ship. Guests can enjoy entertainment throughout the day and evening, including musicals, comedy, live events and theatre performances, while our approximately 1,818 sqm wellness area brings together spa and beauty facilities, with dedicated women- only hours also available. For those seeking greater privacy and service, Khuzama offers 154 suites and villas, including two Presidential Villas and a 395 sqm, six-room Royal Villa with expansive
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