Founded in 2003, Air Arabia is the first low-cost airline in the UAE, headquartered in Sharjah. With a fleet of 56 aircraft, it connects over 170 destinations across 50 countries in the Middle East, North Africa, and Europe, offering affordable short-haul travel with a focus on comfort and accessibility.
Air Arabia’s digital infrastructure was fragmented, relying on custom-built systems and an open-source Drupal website with over 90 third-party integrations. The airline needed a streamlined, marketing-first digital platform to improve user experience, booking efficiency, and personalisation across web and mobile.
The project began with immersive discovery sessions and SBOS workshops across the UAE to define user groups and profiles. The team re-platformed the website onto Sitecore 9.2, building a fully integrated booking and reservation system from scratch. A companion mobile app was developed to ensure seamless cross-platform experiences. Sitecore SXA was used to accelerate development, while Azure migration enabled scalable performance. The solution included multilingual content delivery (10 languages), geo-localisation, and a custom rule-based personalisation engine to guide user journeys.
Streamlined booking and improved digital engagement.
