Etihad Refocuses Routes To Bring A Better Service

In a significant move to redefine luxury air travel, Etihad Airways, a leading carrier in the Middle East, is elevating its Business Class experience to new heights. Known for its exceptional service and regionally-inspired cuisine, Etihad Airways ensures a seamless journey from takeoff to touchdown. The airline's Abu Dhabi hub is a testament to its commitment to luxury, boasting Business Class lounges that reflect local culture and an eagerly anticipated new airport terminal slated to open in late 2023.

Etihad Airways is strategically shifting its focus from being a global long-haul carrier to targeting specific routes. This pivot aligns with its streamlined fleet and network, maintaining a balance of 90% fixed routes while allowing flexibility to adapt to customer demand. The airline will continue its long-haul intercontinental flights but will concentrate more on routes to Europe, the Middle East, and select regions in Africa and Asia. This shift comes with a fleet downsizing, leading to variations in the Business Class experience across different aircraft.

Unique in its approach, Etihad is not part of a global alliance but maintains robust partnerships with airlines like Air New Zealand, Air Canada, Oman Air, and Sri Lankan Airlines. These partnerships enable reciprocal earning and redemption of miles. The airline's loyalty program, Etihad Guest, is particularly popular among residents of the United Arab Emirates and frequent travellers through Abu Dhabi, the airline's base.

Passengers beginning or ending their journey in Abu Dhabi enjoy a range of exclusive services, including chauffeur service and a dedicated Business Class check-in area. The priority-lane security for originating and transit passengers leads to Business Class lounges that offer a fusion of Middle Eastern and Asian cuisines, including sushi, and a staffed bar. The lounges also provide shower facilities and quiet areas for relaxation or work.

The construction of the new Midfield Terminal at Abu Dhabi's primary hub is a significant development. This terminal, strategically located between two runways, promises state-of-the-art lounge facilities. Until its opening, Business Class passengers may experience long walks between terminals, although private bus transfers are available for flight boarding via airstairs.

Etihad's commitment to convenience extends to U.S.-bound travellers from Abu Dhabi, who can complete U.S. customs and immigration pre-clearance in the UAE. This unique feature allows passengers to deplane in the U.S. as if on a domestic flight, although it requires additional time for the pre-clearance process.

The airline's wide-body Boeing 787 and Airbus A380 aircraft feature two types of Business Class seats. The staggered arrangement offers seats facing either the aisle or the window, with the latter providing more privacy. The newer Business Studio seats in a 1-2-1 configuration boast higher partitions for added privacy and alternate between forward and rear-facing positions, catering to different passenger preferences.

Etihad's dine-on-demand service in Business Class allows passengers to eat at their convenience, aiding in jet lag reduction. The service, while personalized, may take longer due to its restaurant-style approach. The airline's collaboration with Armani/Casa introduces 'The Constellation Collection,' elevating the dining experience with designer ceramics and glassware. The menu offers a variety of Arabic and Western dishes, with the option to order special meals in advance.

Upon boarding, passengers are greeted with a warm towel and a choice of welcome drinks, including Piper Heidsieck Cuvée Brut Champagne. The in-flight beverage selection is extensive, featuring a range of wines, cocktails, mocktails, and soft drinks.

The latest Airbus A350-1000 aircraft are equipped with Bluetooth headsets that pair with large in-flight entertainment screens, offering a vast selection of international movies, music, and games. Etihad's new Wi-Fly packages, 'Chat' and 'Surf,' provide passengers with options for messaging and web browsing during the flight, with varying costs based on flight duration.

To enhance passenger comfort, Etihad provides Acqua di Parma amenity kits, while the lavatories are adorned with mosaic tiles and mood lighting, featuring additional comfort products.

In summary, Etihad Airways is redefining its approach to air travel, focusing on targeted routes and enhancing its Business Class experience. With a blend of luxury, convenience, and cultural immersion, Etihad is setting a new standard in the aviation industry.

By Brett Hurll