ecap Insights Podcast: Reimagining the Future of Flight: A Conversation with Aviation Pioneer Steven Greenway
As Middle Eastern aviation marks its 40-year evolution, a new chapter is taking shape; one marked by transformation, ambition, and strategic reinvention. At the heart of this shift is Steven Greenway, a seasoned airline executive known for launching disruptive low-cost carriers like Scoot in Singapore, Peach in Japan, and Swoop in Canada. Today, he leads Flyadeal, a government-owned Saudi airline driving accessible air travel across the Kingdom and beyond.
In our latest ecap Insights podcast, Steven joins us in Dubai to reflect on three decades in the skies and the future he’s helping shape from the ground up.
From Government Bureaucracy to Agile Enterprise
Steven’s journey began at Qantas, when it still functioned more like a public service than a modern airline. “It felt like a government department,” he recalls. Bureaucracy slowed innovation, and ambition was often stifled. Fast forward to today, and airlines like flyadeal are embracing the exact opposite: agility, digitalisation, and bold strategic moves. Saudi Arabia’s aviation sector is now one of the fastest-growing in the world, and Steven (ironically the first non-national to be listed on the corporate register of a Saudi government airline) is leading the charge.
Global Perspective, Local Transformation
Having worked across Australia, Asia, Europe, and North America, Steven brings a truly global mindset to a rapidly evolving regional market. His deep respect for cultural nuance has helped him build high-performing teams in diverse contexts, from Japan’s consensus-driven corporate culture to Saudi Arabia’s highly collaborative and trust-based environment.
His approach in Saudi? “You have to bring people on the journey,” he says. “Once they’re with you, they’re with you 100%.”
Aviation as an Economic Engine
Just as Singapore leveraged Changi Airport to become a global business hub, the Middle East (especially Saudi Arabia) is following suit. Steven likens the transformation to the early days of Singapore Airlines: “When they built Changi, they created a global hub—and everyone else took notice.”
With Vision 2030 acting as a strategic catalyst, Saudi Arabia is investing not just in aircraft and airports but in human capital. From female pilots and engineers to government-funded cadet training schemes in Madrid, the country is cultivating a new generation of aviation professionals. “You’ve got a government asking: ‘What do you need to grow?’” Steven says. “That level of support is rare.”
Big Orders, Bigger Ambitions
Post-pandemic, the aviation industry has seen an explosion of aircraft orders—over 2,000 new planes across India, the Middle East, and beyond. Yet Steven is quick to point out a detail many overlook: much of this is replacement, not expansion. Aircraft like the A380 and 777-300ER are being retired, replaced by more efficient models with greater range and lower emissions.
What’s exciting, he notes, is the rise of new ultra-long-haul routes and underexplored markets—think direct flights from Saudi Arabia to Syria, Iraq, and underserved corridors in India.
What’s Next: AI, Subscription Models, and Beyond
While many speculate about the next disruption, Steven is clear-eyed: AI is the next industrial revolution for aviation. From operations to customer service, its impact is already starting to emerge, but few truly understand how to implement it meaningfully yet.
Subscription models (like those explored by Wizz Air and flyadeal) may also play a role, particularly for frequent travellers in regional corridors. But the real focus, Steven argues, is accessibility, connection, and regional integration.
Final Thoughts
Steven Greenway’s career reflects the very ethos of modern aviation: fast-moving, global, customer-centric, and bold. From advising tech firms to running government-owned airlines, he has a rare ability to navigate complexity with clarity.
As Saudi Arabia expands its wings (opening routes, attracting talent, and investing in the future) leaders like Steven are ensuring it’s not just a rise in volume, but a rise in value, innovation, and opportunity.
“Ten years ago, I couldn’t have imagined a foreigner running a Saudi airline. Now, I’m listed on the company register. The world has changed and aviation is changing with it.”
Listen to the full episode
🎧 Reimagining the Future of Flight: A Conversation with Aviation Pioneer Steven Greenway
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