Bruce Ashby

02 March 2010

A senior figure leading the development of Saudi Arabia’s airline industry

Bruce Ashby

Company: Sama Airlines
Position: Chief executive officer (CEO)

Biography: Bruce Ashby joined Sama Airlines as CEO in December 2008. The low-cost airline began operations in March 2007 and today serves 15 destinations, both within Saudi Arabia and across the Middle East.

Under his leadership, the carrier has undergone a significant overhaul of its schedule and operations, which has resulted in some international destinations being removed from the network, and the frequency of flights increased to the remaining destinations. Sama has reported improved on-time performance and financial results. Ashby has more than 20 years’ experience in the airline industry.

Prior to joining Sama, he led India’s budget carrier IndiGo as president and CEO through its launch and initial growth from 2005 to 2008. He has also served in senior management positions at US Airways, United Airlines and Delta Air Lines, all of the US.

Contact: (+966) 1203 6112

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