Luxury in the sky

Winner of numerous awards, Etihad aims to fly to 70 destinations by 2010.

From a desert trading post, the UAE has developed in a short time into a thriving economy with record population growth and every amenity imaginable. As skyscrapers and luxury hotels were built, it was natural for the air transport industry, to follow suit and set up an airline.

The objective was simple: to create a world class airline. While glancing through Etihad Airways' short but impressive history, it is not difficult to surmise that the illustrious starting aim has been accomplished.

Based in Abu Dhabi, the new airline was established by Emiri decree to symbolise the bond between all seven emirates and offer hospitality steeped in Arabian flair to air passengers. With an initial start up capital of Dh500 million, the airline was born with the Arabic name for united, Etihad.

Following a ceremonial flight to Al Ain on November 5, 2003, the airline enjoyed growth at an exponential rate, adding one new route almost every month.

By June 2006, 30 months after its maiden flight, Etihad was flying to 30 destinations with passenger numbers exceeding 3 million. These destinations included the first direct flights from the Abu Dhabi, UAE to Geneva and Johannesburg.

The ambitious foresight which the airline possessed left industry observers sceptical. In 2004 the airline placed orders worth $8 billion for new aircraft, a bold statement that sent a clear message to its rivals in an increasingly competitive field.

This was followed in 2006 by Boeing and Etihad Airways announcing the introduction of a cutting-edge aircraft maintenance system for its five new 777-300ERs.

But these developments were strategically focused around one ideal: ensuring the flying experience was as lavish as possible for the Etihad customers, reflected in the switch of their title from customers to guests.

This principle extended to affording them superior hospitality both before and after flying, with the introduction of Mercedes-Benz coaches to ferry the customers to and from Abu Dhabi from locations in the UAE.

An eye for detail made Etihad a strong contender for awards and there have been many, including World's Leading New Airline (2004-2006) and in 2007 Best Economy Class Catering (Skytrax) in addition to World's Best First Class Service by Business Traveler USA. Most recently, Etihad Airways secured recognition from Irish travel experts within just seven months of flying to Dublin.

The carrier was named Best Business Class Airline at the Irish Travel Trade News Awards. The airline was also runner-up in the best airline to Asia and Australasia category. It is hardly a surprise therefore that Etihad Airways began the New Year by exceeding its highest daily passenger figures during the first days of 2008, carrying almost 19,000 guests each day.

Etihad has been aided by its determination to develop brand recognition. Etihad is a sponsor of several UAE sports clubs, including the Abu Dhabi Rugby Union Football Club and the Abu Dhabi International Sailing School.

In September 2007, Etihad announced that it had signed a three-year contract to serve both as sponsor and official airline of the London based Chelsea Football Club. On July 30, 2007, it was announced that Etihad Airways would also sponsor Harlequins Rugby League Club in England.

The sponsorship included renaming the East Stand at the Harlequins' ground to the Etihad Stand, with the airline's logo painted on the stand's roof whose position lies directly under the flight path to London Heathrow Airport.

On December 18, 2007, Etihad announced that it would become the title sponsor for the inaugural Abu Dhabi Grand Prix to be held on Yas Island. To celebrate, the airline re-painted one of its aircraft in racing car insignia.

In the build-up to the 2009 Abu Dhabi Grand Prix, Etihad will fly the aircraft to several destinations ensuring millions of motor racing fans can see the iconic design.

The seven-figure, three year, title sponsorship deal will authorize the Formula 1 race in the UAE's capital city to be named the 'Formula 1 Etihad Airways Abu Dhabi Grand Prix' until 2011. Furthermore, Etihad has secured a major trackside advertising package and podium branding for the Grand Prix.

So what is next? The current aim is to fly to 70 destinations by 2010. Etihad Airways will boost its flying programme to India with the addition of four more cities, including Chennai and Jaipur.

The airline has just released a statement that it will launch flights to the Chinese capital Beijing on March 30. The timing of this is sheer inspiration with many airline customers planning trips to the forthcoming Olympic Games.

The flight times conveniently connect with many of Etihad's other flights from the Middle East and Europe thus allowing travellers to fly long-haul to Beijing via Abu Dhabi.

With all of this happening, it might be easy for the airline to forget its roots and yet this is far from the case. Etihad Airways has just welcomed its first class of Emirati trainees to its new technical engineering development programme. This is the latest element in the airline's growing Emiratisation scheme, a programme that has grown considerably since it was launched in January 2007.

With more than 45 UAE nationals joining the cadet pilot and graduate programme, James Hogan, Chief Executive, said recently, "Etihad is proud of its Emiratisation programmes. The new Emirati trainees will benefit from world class international training which will be put to great to use within the UAE and Etihad Airways."