Mr. Gelban bin Mohammed Al-Gelban is the CEO of ALTANFEETHI Company, which manages and operates all executive terminals at airports in the Kingdom of Saudi Arabia. (The Executive Office) was established in 1979, for official ceremonies and for Welcoming state delegations, It has more than 40 years of continuous excellence in offerings and service to a client’s base used to the highest standard and prestige. In March 2021, ALTANFEETHI was established in accordance with the decision of the Board of Directors of GACA.
ALTANFEETHI was established as part of the privatization program of the aviation sector in Saudi Arabia. Over the past months, ALTANFEETHI has seen a significant expansion in the level of services it provides and in the quality of its products, to the extent that it is appreciated and commended by its guests.
The exclusive services and sophisticated benefits of the ALTANFEETHI have also attracted the attention of the Kingdom’s elite. ALTANFEETHI has 27 terminals equipped with the best and finest facilities at both international and domestic airports in the Kingdom, as many services with the highest quality standards to provide a unique and unforgettable experience for their guests. ALTANFEETHI seeks to become the world’s leading name by providing a unique travel experience and world-class services that exceed the expectations of its network members.
Al-Gelban held the position of Vice President of Commercial Group at 2017 in Riyadh Airports Company, He has a master’s degree in Organizational Development Change from the University of California La Verne, USA. He also holds a diploma in Airport Executive Leadership Program from ACI, JSMB-Concordia University USA and a Certificate in Airport Business Operation Diploma, plus a Certificate in Airside Safety from ACI, Airports Council International. Also, he has many certificates in the field of business development, finance, and aviation. He has extensive experience in executive leadership, strategic and commercial planning, and organizational development.
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Tell us more about ALTANFEETHI’s mission.
Our mission at ALTANFEETHI is to create an exceptional experience for all guests. Our country is witnessing a remarkable growth in the number of tourists and travelers. Therefore, we are working to develop the quality of services and create products to become more integrated and in line with the highest international standards to provide a unique and exceptional experience for guests.
ALTANFEETHI is the leading luxury travel brand in Saudi Arabia. It provides a VIP service for members and meets the needs of its guests, whether princes, ministers, or representatives of countries, as well as HNWI travelers and tourists. Last year, more than 5,000 guests traveled through our ALTANEEEHI terminals from 111,000 flights and through +100 destinations from + 1,000 local and international airlines.
We curate customized services that cater to the discerning needs of the guests, providing round-the-clock support to surprise and create a “wow” Experience in line with clients’ high expectations. we seek to expand and spread in a market that is witnessing continuous growth, to become the leading name in the world with the support we receive from the Chairman and members of the Board of Directors and the integration of efforts with our strategic partners as well as the cooperation of ِALTANFEETHI team.
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How did your career in Airport management come about?
In fact, I am very proud to work in the air transport sector as it is one of the most dynamic sectors that serve travelers from all over the world and contribute to creating an exceptional travel experience. Since 2017, I have been the vice president of the commercial group in the “Riyadh Airports” company, which manages and operates King Khalid International Airport (KKIA) in the Saudi capital, Riyadh.
Furthermore, In the same year I was appointed as the Sponsor of the Privatization Program, Secretary of the Nominations and Remuneration Committee as well as Secretary of the Investment Committee, after that in 2019 I was appointed as General Manager of Strategy and Corporate Affairs. In addition to the tasks and duties that I perform. In the same year, I was appointed Chairman of the Executive Committee of the Economic City of King Khalid International Airport.
In 2021, I was granted confidence by the Board of Directors of ALTANFEETHI, by appointing me as CEO of the company, which was established according to the decision of the Board of Directors of (GACA) to achieve the company’s vision to be the first brand of luxury in all its services. Through my experience, I seek to create innovative means in Saudi airport terminals and curate unique experiences.
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How significant is it for ALTANFEETHI to provide hospitality services in Saudi Arabia’s airport executive lounges for traveling guests?
One of our values is hospitality as well as luxury. They are linked to each other because we believe that it is part of our role to provide this service that reflects these values to all guests. With the trust of our partners and customers, and in less than a year, we have become a gateway to all the Kingdom’s guests, and the company’s name is known on all occasions. Over the past year, we have participated in more than 40 participations and sponsorships for government agencies and the private sector to receive their guests through our terminal, the most important of which are the International Mining Conference, and the Future Aviation and The Future Investment Initiative (FII).
As we continue to strive to provide the finest and most luxurious services, whether at the operational level in terms of innovation, means, and methods to enhance operational efficiency, or at the level of achieving commercial excellence by adding new and distinctive services to guests by adding shopping sites inside the halls. As well as a partnership with international brands that suit the taste of our guests and add Various transportation options, in addition to launching a package of various services aimed at the technical transformation in all services provided, with the aim of making it easier for our guests to use the services. We believe that our terminals are not only a place for the reception but a gateway for all the Kingdom’s guests, strategic partners in the most essential occasions, and an important arm in achieving the aims strategy of the civil aviation sector.
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Tell us more about the purpose behind the establishment of the Saudi Cup.
I am pleased to share with you that the ALTANFEETHI will sign a sponsorship agreement with the Jockey Club for all horse races for 3 years, and the ALTANFEETHI will be a platinum partner, which is the highest category in sponsorships among the important events is the Saudi Cup.
This agreement comes from a group of agreements that aim to achieve the company’s strategy and reflects our interest in being present at all important and luxurious events at the local and international levels.
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How does ALTANFEETHI play out regarding the Kingdom’s national vision for 2030?
The strategic pillars of ALTANFEETHI were determined based on the Civil Aviation Strategy in line with the Kingdom’s Vision 2030, Thus our company is a part of the privatization program which is a contributor to national development. Therefore, we are an auxiliary arm to double the capacity and reach 330 million passengers annually, from more than 250 destinations in the world, to develop and grow this important vital sector. Accordingly, we are working on applying the best practices globally to improve the level of passenger services and raise the efficiency of operating services, in addition to how to provide all requirements for travelers in a smooth and distinct way that contributes to achieving the goals of the Kingdom’s Vision 2030 aimed at improving the services provided at the Kingdom’s airports and developing them to be among the most advanced airports and world-leading.
Among the most important pillars is also strengthening the company’s role in supporting the gross domestic product (GDP), advancing the national economy, supporting Saudisation, and solving the unemployment problem.
Here, I would like to mention what Saudi Arabia’s Crown Prince Mohammed bin Salman said that the Kingdom seeks a normal rate of unemployment between 4-7% within Vision 2030. And we strive to create jobs and raise our Saudization rate, Therefore, one of our priorities in the company is to create jobs for our youth and support them, as well as increase the rate of Saudization as a result of this, in the first year, we got the second place among the companies with the highest localization in 2021 in the transportation sector honored by His Excellency Eng. Saleh Al-Jasser. Minister of Transport and Logistics Services, this means a lot to us, and we are still at the beginning.
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ALTANFEETHI signed an agreement with The Red Sea Company, tell us more about it.
During the past year 2022, we signed more than 12 agreements in several fields and sectors, Among the most prominent agreements are private aviation, tourism, and hospitality which come as part of our strategic goals and plans in expanding, and managing VIP terminals in the Kingdom’s airports, providing services Exceptional for guests, including our agreement with the Red Sea Company to provide hospitality services and operate lounges and terminals to improve the travel experience as the main aim of this agreement.
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What can we expect in the near future?
Expansion and prosperity, achieving commercial excellence, and attracting investments are one of the main pillars and providing an environment that opens business potential, expands the economic base, and provides job opportunities for all Saudis.
We seek to achieve this by taking advantage of the unique location of the Kingdom and its capabilities and attracting the best talents in ALTANFEETHI and developing them in all fields to attract more global investments. We will soon launch elite services such as implementing Duty-free, Concierge, and Establishing Partnerships with Airlines also redevelopment and Renovation for a group of terminals in ALTANFEETHI. We are making all the efforts with everyone’s solidarity to make our country a model for the world at all levels.
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How are you expecting air traffic and tourism to become a drive economically and socially?
The transportation sector today is among the strong engines in the country’s economy, as the targets have been systematic, according to the statement of the President of the Civil Aviation Authority, Abdulaziz Al-Duailej, on the pillars and targets of the national aviation strategy, which depends on increasing the number of passengers in 2030 from about 100 million passengers in 2019 to 330 million with an increase in destinations. so that the Kingdom becomes a global center for transit travel, in addition to increasing destinations for more than 250 international destinations. In addition to the expansion of the current airports and focusing on having two major international airports in Jeddah and Riyadh, in addition to a national carrier, as well as air freight by raising the capacity of airports to 4.5 million tons, these statements confirm that there will be growth in revenues from Aeronautical and non- Aeronautical, which will undoubtedly positively affect the economy.
Air traffic and tourism will also socially contribute to providing job opportunities for Saudi youth and increase the rate of Saudisation. It is also expected that the number of ultra-high-net-worth individuals (UHNWIs) population in the Kingdom of Saudi Arabia will increase by 20% to 8,416 between 2020 and 2025, according to Knight Frank’s latest Wealth Report 2021. The Kingdom’s UHNWIs population grew by 227% over the last five years, the fastest growth rate globally. A total of 617 new UHNWI were added in 2020, taking the tally to 7,020. On the other hand, the high-net-worth individuals (HNWIs) population in the country will likely increase by 20% to 287,115 from 2020-2025.
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What measures are you taking to elevate the nation’s vision for 2030?
The objectives of the new strategy were determined based on the Kingdom’s Vision 2030, which is to contribute to the average national income of the Kingdom by creating job opportunities and managing Saudi talents in line with the Kingdom’s Vision 2030. And the involvement of the private sector, where requirements can be met with high efficiency, Contributing to driving luxury tourism in the Kingdom, creating unique experiences, and going above and beyond in meeting the distinct needs of travelers.
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What challenges did you face while doing so and how did you overcome them?
At the beginning of any mission, it is natural that you will face many challenges, but the most important thing is how we overcame them, within 60 days, work was done to conduct a full review and report of the “current status” on the status of 27 executive terminals ‘ infrastructure, technical systems, and operation, and then, appointing a team to manage corporate transformation, developing a transitional plan for (staff – financial – data – assets and other studies and development of the general plan for the infrastructure, and an increase in offers and commercial contracts in the terminals).
Within only 100 days, the reception and farewell mechanism was reviewed, and a unified mechanism was created that reflects the model of luxury, and a review and submission of a plan for developing key performance indicators, Simultaneously, the company’s new identity was announced, we have worked on developing the level of service provision agreement with partners and related stakeholders and working to increase revenues by a number of projects. analysis of training needs and development of a training and development plan for all workers in several programs, and we obtained the GACAR 151 certificate at the beginning of last year, not more than a year after the founding of the company, and this is a great achievement.
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What has the feedback been so far from participants and visitors?
The feedback is very positive, as during the past year we achieved 99% of guest satisfaction, and we also obtained first positions in the world, as we achieved a first place as the best customer service in the Middle East, North Africa, and Europe also the First place for the best customer service in the world as well as the best use of social media channels to serve guests in the world and Customer Happiness Awards for the best use of digital channels and social media to serve guests, proud of this achievement, which confirms that we are on the way The right direction towards ALTANEETHI’s vision to be the first in the management and operation of VIP terminals and executive services in the world, we will work according to our strategic plan to achieve leadership and excellence in providing an exceptional experience for our guests.
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Can you share with us a milestone or a highlight that you faced during your career?
The Corona pandemic and its impact on the whole world and on some sectors, specifically in the aviation sector, due to the imposition of travel restrictions and the decline in demand among travelers. The significant shortage in the number of passengers led to the cancellation of flights or empty flights between airports, which led to a strong crisis in the country in the year 2020, and I was assigned as head of the Corona Crisis Committee, and many plans were created to avoid problems that get travelers, the plans were crowned with success And safely to all visitors to King Khalid International Airport, and the difficulties were overcome. Likewise, in ALTANFEETHI, we worked on creating a 360 plan to reach the highest levels and recover after the Corona crisis, which affected the entire sector of the world.
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What do you foresee for the future of ALTANFEETHI in KSA?
During this year 2023, we will work in ALTANFEETHI on a project plan based on three pillars. The first is Build a strong foundation through upgrading infrastructure on 3 criteria (Increasing the Terminal Space, Capacity Increased Guest/hr, Upgrade facility). The second pillar is Enabling the business priorities (Strengthening partnerships with private operators within the sector) And the third pillar is Improving the guests’ experience (Delivering world-class experience to passengers).
Certainly, I hope that we will achieve advanced positions in all fields, and be pioneers in serving VIP guests, as well as expanding the management of VIP lounges and terminals not only in airports, but on a larger level than that, and linking all ALTANFEETHI terminals with VIP lounges in all airports of the world so that they are an integrated travel experience for guests from Saudi Arabia and abroad. and we are thrilled to be bringing our expertise and outstanding levels of service to a wider client base both in and outside of the Kingdom and support the burgeoning travel scene in the region.
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What is a typical day like for Gelban bin Mohammed Al-Gelban?
When I achieve a balance in all the responsibilities related to me, I give my family some attention gets their satisfaction, as well as finalize my work tasks, in addition to exercising, visiting friends, and enjoying with them.
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You have studied in leading universities abroad and in the Kingdom alike, can you tell us what is your position on higher studies for the upcoming generations?
The government of Saudi Arabia has supported youth to learn to transfer and apply expertise to and from the Kingdom, and now in ALTANFEETHI we support youth and provide them with the best and finest programs for training. As well as enabling employees to take courses and training to benefit from experiences in countries and apply them to us. We have introduced ALTANFEETHI Academy electronic platform was designed with the best modern educational methods with the best experts specialized in developing personal and leadership skills and capacity development, in addition to giving them the opportunity to innovate in a way that contributes to preserving the talents working for them and providing an attractive and ideal work environment for all employees of the ALTANFEETHI as we seek in the coming period to Launching many initiatives and projects that will contribute to enhancing employee loyalty, enabling them to be creative, making the work environment healthy and competitive, and making work a source of pride and happiness for employees.
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What would you like to achieve that you haven’t already?
With all support that I receive from My family, colleagues, and friends I was able to achieve most of my ambitions, but every day my dream and ambition grow bigger.
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What is one piece of advice that you receive and live by? Who gave it to you?
It is a quote of the Custodian of the Two Holy Mosques King Salman bin Abdulaziz,“ MY FIRST OBJECTIVE IS FOR OUR COUNTRY TO BE A PIONEERING AND SUCCESSFUL GLOBAL MODEL OF EXCELLENCE, ON ALL FRONTS, AND I WILL WORK WITH YOU TO ACHIEVE THAT.” This quote is very expressive, and I believe that all of us as Saudis live by it and work towards achieving it.
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What are your hopes for your country and its next generations?
Our country Saudia Arabia is the first in all fields, And I hope that our future generations will complete the path of development to achieve aspirations and dreams, We pray to the Almighty Allah to protect this country, its leadership, and its people, and to perpetuate the blessings of security, safety, and prosperity.
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What would you like to venture into that you haven’t already?
By the nature of my personality, I always strive for perfection in all the work that I do, and currently, I would like to learn new sports as well as obtain a pilot’s license to fly an aircraft. I always strive to be a role model for the next generation.