Abu Dhabi: Etihad Airways is looking to expand its operations in India as the airline continues on its growth plan aiming to reach 100 destinations by 2020 from its current 65, the company's chief executive said yesterday.
Etihad CEO James Hogan said his company is using a variety of methods to reach a broader segment of the Indian market to help fuel future growth including traditional and online social media.
"This is the first time we've had a major advertising campaign in India," Hogan said on the sidelines of the Abu Dhabi Media Summit. "It's a market where we see very strong potential."
Etihad already serves eight destinations in India, the most of any country, including two cargo routes.
Last year, the company launched an aggressive media campaign targeted at the Indian travellers residing in India and abroad. The campaign included a partnership with the matrimonial website Shaadi.com, linking users to Etihad's booking portal based on their travel plans.
Growing in a downturn
Unlike its older regional competitors, the 6 year-old Etihad has had the benefit of starting from scratch, which has helped it survive the economic recession.
"We're a non-legacy carrier, so we had a clean sheet of paper to build a world-class airline," Hogan said. "Building a brand is fundamental to our longevity. You can see that, through the crisis, we continue to spend."
The airline's fleet is set to triple to 150 aircraft in the next 10 years through firm orders from Boeing and Airbus.
In last June's Paris Air Show, Etihad announced firm orders for $7 billion (Dh25.7 billion) worth of engines from four manufacturers, including Rolls-Royce and GE Aviation, to power its fleet.
Options for more units and maintenance could bring the value of contracts to $14 billion, the company said.
