Etihad Airways launches new direct service between Sydney and Abu Dhabi

“Eti-who?!” you may well say, but no it is not an unknown cricketer, but the national airline of the United Arab Emirates (UAE) and it is thinking big – very big!

James Hogan, the Chief Executive of Etihad Airways spoke enthusiastically at today’s Etihad launch in Sydney, about the newest overseas based airline to be granted rights to fly into Australia.

Etihad translates as ‘united’ and it is another example of the UAE looking to the future, beyond oil.  Abu Dhabi itself is implementing a huge infrastructure and services plan, focused on building tourism and in particular business tourism – the lucrative meetings and incentives market. This involves building a leading-edge exhibition and conference centre and continuing new developments throughout the UAE.  The Abu Dhabi Tourism Authority has been established to ensure that tourism is properly developed in the region.

One of the ways that countries encapsulate their aspirations and promote their ‘brand’ is through their national carriers. You could say that Qantas is to Australia what Etihad is now to the UAE, even though Etihad has only been established since 2003.  Etihad aim to have 31 aircraft by the end of the year, and they have plans to keep building the fleet. Etihad will be one of the first airlines to take delivery of the new A380.

James Hogan is focused on establishing the Etihad brand and market offering within Australia.  Initially there will be three flights per week (Tue-Thurs-Sat) between Sydney and Abu Dhabi, commencing in March 07.  It is anticipated that daily flights will commence towards the end of June 07.  Other Australian destinations will be established as the business grows.

The key strategy of the airline is to use the latest generation of aircraft to offer one-stop flights between Australasia, Asia, The Middle-East, Europe and the USA. Abu Dhabi becomes the hub for these connecting flights and transfers.  Abu Dhabi itself also hopes to become a preferred stop-over location for long-haul flights.

Etihad is also adding destinations as fast as a lizard over hot desert sand, particularly the under-serviced markets that the premium carriers tend to ignore! Like to go to Geneva direct from Sydney with only one stop? Can do. Etihad also wants to bridge other key European destinations as well as the long haul destinations from Australia – How about Sydney to New York or Toronto with only one stop?

Etihad sees Abu Dhabi as both the gateway to the UAE as well as an important international hub for passengers flying from Australasia to the world.

Etihad claims to offer outstanding service in all seating classes, with their economy class offering being one of the best amongst the premium carriers.  All classes have seat-back TV and 160 features available through the in-flight entertainment system.  Pricing was not covered during the launch (unless the mole was snuffling elsewhere at the time – tea and other yummies were temptingly laid out!) however there was nothing said to suggest that it would be out of line with other carriers.

Classes are referred to as ‘Coral’ (economy), ‘Pearl’ (Business) and ‘Diamond’ (First).  Passengers are referred to as ‘guests’ and are treated as guests. Diamond guests experience 6 feet of personal space and the seat not only goes flat for sleeping, it can rotate 180 degrees to face the person behind you.

The Ambassador of the UAE to Australia, Dr Saeed Mohammed Al-Shamsi also spoke at the Etihad launch.  He thanked Mark Vaile and Fran Bailey for their strong support of Etihad Airline’s entry into Australia and believes that there is plenty of room for the new carrier in the Australian market.

Dr Al-Shamsi noted the growing relationship between the UAE and Australia, in the areas of trade, tourism and cultural ties. There are over 15,000 Australians in the UAE and over 350 companies.  There is an increasing number of UAE inbound tourists to Australia, who spend summer at the Gold Coast!

With the Middle-East region only currently accounting for 5% of world tourism, Dr Al-Shamsi believes that Etihad can service two growing markets, ie Australasians heading to long-haul destinations via Abu Dhabi and also increasingly to the Middle East, and UAE tourists heading to Australia.

When discussing those items that place Etihad above their competition, Dr Al-Shamsi again underlined the one-stop service to under-serviced markets, the uniqueness of the service (the cuisine offered to Diamond & Pearl ‘guests’ is also served to Coral ‘guests’) and ended by saying “The Movies are great! Watch the Movies!”

That certainly sold it for The Mole.  He can’t wait to get his paws on all those in-flight programs, just have to be careful he doesn’t bang his nose on the personal screen!

Report by The Mole