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The energy was electric at the Four Seasons Hotel Riyadh as Awe Research, a leading marketing research agency in the MENA region, welcomed more than 90 senior executives and leading experts to its flagship forum “Saudi Next: From Vision to Impact.” The event showcased the Kingdom’s rapid transformation and revealed CX-awe, a breakthrough platform that could revolutionize customer experience research in �������� and beyond. 

Ahmed Said, CEO and founder, opened the forum with a call to action: aligning insight-driven strategies with ��������’s Vision 2030. Ghaida Fatany, KSA country manager and partner, emphasized the importance of grounding strategies in local realities, while Mona Ahmed, regional managing director and partner, described the event as “a room alive with engagements, collaborations, and Saudi pride.” 

Tamer Ali, General Manager Healthcare, MENA, highlighted the latest health and wellness trends in Saudi, focusing on the fight against obesity with its social and economic impact. 

The day’s biggest reveal came when Vimal Kumar introduced CX-awe, an AI-integrated platform capable of turning weeks of CX research into just minutes of actionable insights. By combining automation, advanced analytics, and local expertise, the system promises to reshape how corporations and government entities make decisions. 

“CX-awe is not just a tool, it is a response to the pace of transformation,” Kumar said. “In today’s ��������, every decision counts, and speed is everything.” 

Samar Abdelaal, vice president insights and co-founder, led a thought-provoking panel discussion that offered a cross-section of perspectives and enlightening conversations: 

• Dr. Saud El-Sifri, vice president MENA, Saudi Scientific Diabetes Society and president, Saudi Society for the Study of Obesity, spoke passionately about public health challenges, stressing collective action to reduce obesity. 
• Noble Coker, customer experience and QA adviser, Diriyah, reminded attendees that “impact is not transactional, it is rooted in resonance and authenticity of the Saudi people.” 
• Saleh Alsuwaiyel, tourism data and insights adviser, Saudi Tourism Authority, highlighted how tourism data can spark wider industry growth — not just tourism, but the entire ecosystem. 
• Iman Tolba, marketing director, BMW Group, captured the audience’s mood, describing the insights as “mind-blowing and strategy shaping.” 

Their messages pointed to a common truth: ��������’s future is not just about infrastructure or policy, it is about understanding people. 

Since its founding in 2012, Awe Research has evolved into the fastest-growing research consultancy in MENA, serving 300+ clients across 35+ markets. Its 200+ professionals represent more than 14 nationalities, bringing both local understanding and global expertise. 

The company has received several accolades including Fastest Growing Marketing Research Agency in MENA (2022) and the Business Excellence Award for Innovation and Leadership (2024). 

“Saudi Next was a milestone,” said CEO Said. “It’s proof of our mission: to create insights that live and breathe with the people they represent. We call it ‘living research’.” 

For many in attendance, the forum was more than a corporate event — it was a lens into the Kingdom’s transformation story. By launching CX-awe, Awe Research signaled its readiness to support leaders who must move at the speed of transformation. 

“�������� is moving forward with incredible momentum,” said Ahmed. “With CX-awe, we are making sure leaders have insights as fast as the change itself.” 

��������’s first-ever cruise line Aroya Cruises has launched a new season featuring Greek islands Mykonos, Athens and Crete, and the Turkish cities of Bordum and Kaş.
“It is a butterfly itinerary between the Greek Islands and Turkish destinations, and also includes Alexandria in Egypt,” Turky Kari, executive director of marketing and corporate communications at Aroya, told Arab News. 
Arab News was onboard the Mediterranean leg of the cruise, sailing between Türkiye and Egypt and stopping at popular destinations such as Marmaris, Bodrum, Kaş and Alexandria. 
Aroya’s first season set sail from the Jeddah Islamic Port to other destinations, including the Jabal Al-Sabaya Island on the Red Sea coast. More than 95,000 guests enjoyed a personalized Saudi hospitality experience at sea as they explored different destinations.
Abroad, the cruise has distinct features, including the AlKhuzama VIP Experience that provides a round-the-clock butler service and curated moments throughout the journey. 
“The AlKhuzama VIP Experience is an elevated service that we provide in suites. We have around 145 suites with nine villas, two of them are presidential and royal, with a capacity of 12 guests each,” Kari said. 
“In AlKhuzama, we offer a dedicated lounge, restaurant, and a 24-hour butler service as well as a private boutique retail area,” he added.
“Aroya Cruises is proudly the first Arabian cruise line. What makes us unique is our remarkable Arabian experience. The Saudi hospitality that we offer on board is different from any cruise line. Our main focus is on family; we are offering many activities, events, entertainment and F&B options that focus on the family,” Kari said.
Aroya is the only cruise in the world that houses a Saudi restaurant — Irth. The restaurant, set up in collaboration with the Ministry of Culture, offers local dishes from each of the major regions of the Kingdom. 
Other dining options include the Amwaj Buffet, Al-Waha, AlKhuzama lounge and restaurant for VIP guests, and Layalina, which offers an authentic taste of Lebanon with live dances and musical performances.
In terms of activities, there is something for everyone — from movie nights to live performances such as clown shows and Saudi orchestra. 
“As the first Arabian cruise line, we are incorporating the Arabian experience in all of our touch points, including hospitality, F&B, and entertainment, which features Arabian Nights,” Kari said.
Moreover, what sets Aroya apart is its special offerings for women, including women-only hours in its spa, sky pool, and gym. 
For a relaxing cruising experience, Bloom, the Aroya cruise spa, offers state-of-the-art treatments, including facials, massages, and body treatments. Moreover, for the guest’s peace of mind, the ship also includes a fully staffed medical center, offering emergency and primary healthcare. 
Meanwhile, a kids’ center hosts cooking classes, art workshops, a state-of-the-art sailing game, as well as other activities for children aged six months to six years.
Kari said the next season of Aroya will primarily focus on the Arabian Gulf, starting from Dammam and cruising to various locations such as Doha, Sir Bani Yas Island, Abu Dhabi, and more. 
“In these journeys, we will welcome guests from �������� and other GCC countries as well as international guests,” he added.