This paper examines the evolution of value propositions in the branding strategies of major Middle Eastern airlines between 2023 and 2025. Building on earlier research, it applies the One-Word Approach—a structured method that extracts semantically meaningful single-word values from airline homepages. The analysis is supported by digital techniques inspired by Natural Language Processing (NLP), enabling a consistent and comparative annotation process. The study focuses on the websites of seven regional carriers: Emirates, Etihad Airways, Qatar Airways, Saudia, Oman Air, Kuwait Airways, and Royal Jordanian. Results indicate a clear shift in brand messaging over time. In 2023, airlines frequently used emotionally driven or promotional terms such as charm, surprise, or flavours. By 2025, their communication reflects more strategic priorities, emphasizing values like innovation, sustainability, connectivity, and excellence. These shifts align with broader industry trends, including digital transformation, increasing demand for personalization, and growing attention to environmental responsibility. The study illustrates how NLP-compatible frameworks can be used to trace changes in brand positioning over time with clarity and reproducibility. This research contributes to the understanding of how airline brands in the Middle East adapt their value communication in response to changing technological and market conditions. It also demonstrates the potential of combining human annotation with digital methods in longitudinal discourse analysis. The framework presented here may serve as a model for analyzing value narratives across industries undergoing similar transitions.