Exclusive Interview at Zenith, The St. Regis Amman – Jordan
By Boudou Gueffai | Editor-in-Chief | The Saudi Times Business Desk
In a private section of Zenith, the St. Regis Amman’s sky-high sanctuary, Karim Makhlouf gazes across Jordan’s historic capital. Royal Jordanian’s Chief Commercial Officer isn’t just surveying the city, he’s orchestrating a radical reinvention of Middle Eastern aviation. “We are becoming an integrated tourism airline,” he declares to The Saudi Times, “a partner to national vision and cultural heritage.”
Makhlouf’s rise as a transformative leader arrives at a pivotal moment. As Gulf titans like Saudia, Qatar Airways, and Riyadh Air dominate global transit, he’s charting a distinct path for Royal Jordanian: The Middle East’s first tour-operator-oriented airline. With 27 years of aviation passion, from co-founding Lufthansa’s disruptive Germanwings/Eurowings to launching Saudi Gulf Airlines – this #avegeek is deploying his dual-model expertise to pioneer tourism-driven aviation.
The Blueprint: From Airline to Experience Architect
Since his 2021 appointment, Makhlouf has engineered RJ’s powerful restructuring:
Passenger growth surged from 3 million to 4 million within two years, revenue surpassed $1 billion, and a fleet expansion from 25 to 43 aircraft is underway by 2026. Parallel digital transformation and the spin-off of its cargo business into a dedicated entity underscore operational precision.
Yet these metrics merely enable his larger vision.
“Our role is to connect the dots,” he explains. His strategy pivots RJ entirely toward inbound leisure and group tourism, positioning Jordan as the cultural anchor for regional exploration through the “Explore Jordan” initiative.
The Saudi Corridor: Where Vision 2030 Meets Ancient Heritage
Makhlouf’s masterstroke is creating symbiotic tourism corridors with Saudi Arabia. He speaks of dual-destination journeys; Petra to AlUla, Amman to Madinah, crafted not as flights but as cultural narratives:
“Saudi Arabia is opening its doors to the world. Jordan has sites that speak directly to that same traveler. The opportunity is enormous.” He told The Saudi Times
This vision materializes through active collaboration with the Saudi Tourism Authority, developing curated tour packages blending religious, adventure, and heritage experiences, seasonal flight optimizations for pilgrimages and cultural events, and group travel solutions co-designed with operators.
Vertical Integration: Controlling the Journey
As Chairman of RJ’s tour operator Royaltours and Vice Chairman of ground handler Tikram, Makhlouf ensures seamless experiences from tarmac to tomb. This vertical integration allows RJ to control quality while embedding tourism in its commercial DNA, a rarity among regional carriers.
The Avegeek Advantage
What fuels this strategy? Colleagues point to Makhlouf’s unabashed aviation geekery. After 27 years, his eyes still gleam discussing fleet configurations, a passion translating into precision whether optimizing revenue algorithms or designing Saudi-Jordan itineraries.
Why RJ Stands Apart
In a region obsessed with hub dominance, Makhlouf’s model is revolutionary. While others chase transit volumes, he builds purpose-driven aviation: airlines as economic catalysts, routes as cultural bridges, tourism as national strategy. His credentials; turnarounds (Malev, Gulf Air), startups (Saudi Gulf Airlines), and legacy/LCC mastery, explain this boldness. “Aviation isn’t just about routes and revenue,” reflects the executive. “It’s about connecting cultures and unlocking potential.” Karim is doing just that with Royal Jordanian and Explore Jordan.
As RJ prepares to deploy its expanded fleet, the industry watches Makhlouf’s tourism-integrated vision unfold. In skies crowded with giants, this architect of experiences proves innovation thrives by elevating destinations, not just airlines. The Saudi Times was invited to experience RJ’s new A320neo on international routes connecting Europe to the Middle East, stay tuned for our exclusive coverage of “Explore Jordan” initiatives and the newly revealed cabins aboard this quietly ambitious airline, led by visionary Karim Makhlouf.
