Crafting Memorable Experiences For Guests Is At The Heart Of Etihad Airways - Amina Taher
In an exclusive interview with Amina Taher, Vice President of Brand, Marketing, and Sponsorships at Etihad Airways, we delve into the strategic significance of India in Etihad's global network and its future plans for this dynamic market. From the appointment of Katrina Kaif as the brand ambassador to the expansion of routes in India, Taher sheds light on Etihad's commitment to delivering exceptional travel experiences. She also provides insights into how Etihad leverages technology to enhance the passenger journey, showcasing the airline's dedication to staying at the forefront of the aviation industry.
Excerpts:
You recently roped in Katrina Kaif as your brand ambassador, could you elaborate on the strategic importance of India in Etihad's global network and future plans for this market?
India remains a cornerstone of our global strategy at Etihad Airways. We recognise the incredible potential of this rapidly growing market, with its expanding outbound travel market and a thriving middle class that has a growing appetite for air travel. We are excited to be a part of the journey towards fulfilling India's immense market potential, and we remain committed to making India a significant focus of our efforts as we continue to grow.
Our brand ambassador, Katrina Kaif, flawlessly represents our relationship with India. Her understanding of Indian culture and global appeal perfectly embody our mission to stay connected with the country. With her remarkable journey and global recognition, we're not only showcasing Etihad's offerings but also fostering authentic connections that genuinely resonate with Indian travellers. This helps us celebrate our commitment to India and create a more meaningful travel experience for our customers.
We are excited to announce that we will add new routes to Kozhikode and Thiruvananthapuram in India starting 1 January 2024. This shows our commitment to expanding our network while prioritising an exceptional customer experience and enhancing the overall journey with Etihad. We remain focused on providing an exceptional travel experience, cementing our presence in this important market.
Building brand loyalty is crucial in the aviation industry. What strategies has Etihad employed to cater memorable experiences to consumers?
Crafting memorable experiences for guests is at the heart of Etihad Airways. Our extensive route network demonstrates our commitment to providing Indian travellers with a wide range of international travel options. By introducing new destinations such as Kolkata, Kozhikode, and Thiruvananthapuram, we continue to enhance global connectivity, enriching the travel experiences of our esteemed guests.
In addition, the US customs and border protection service at Abu Dhabi airport allows guests travelling from India to the United States to clear US immigration at Abu Dhabi itself. This service ensures our guests a hassle-free and time-saving journey, highlighting our commitment to providing convenience and efficiency.
Our investments in premium products and services are crucial in creating an unforgettable experience for our guests. We have partnered with renowned brands like Armani/Casa to design our new Business Class experience, and we offer sustainable dining services in our redesigned Economy cabin. We understand the importance of staying connected to loved ones, which is why we provide enhanced onboard Wi-Fi packages to ensure our guests enjoy a premium travel experience.
Our popular Abu Dhabi Stopover programme gives our guests an exclusive opportunity to explore the wonders of Abu Dhabi during their layovers, enriching their journey and enabling them to experience the exciting UAE capital.
Sustainability and environmental concerns are increasingly important to travellers. How is Etihad addressing these concerns and integrating sustainable practices into its operations in India?
At Etihad, sustainability is a key priority. We are leading the way in aviation decarbonisation efforts, working tirelessly to reduce the impact of aviation on the environment. Our comprehensive research and development programme includes investment in modern, fuel-efficient aircraft, research into sustainable aviation fuels, carbon offsetting, and reforestation through the Etihad Mangroves.
Notably, we are pioneering the development of new sustainable fuels, such as producing biofuels from saltwater-tolerant crops, to significantly reduce carbon emissions. Our commitment to pioneering sustainable practices in the aviation sector has earned us recognition as the Environmental Airline of the Year for 2022 and 2023 in the Airline Excellence Awards.
We take pride in our dedication to creating a greener future. We continue to take bold and innovative steps, partnering with aircraft and engine manufacturers, sustainable fuel suppliers, academia, and innovators to make flying more sustainable. Our latest sustainability report shows a 26 per cent reduction in CO2 emissions per Revenue Tonne Kilometre (RTK) in 2022 compared to the 2019 baseline. We're always working towards a brighter future for all.
The role of technology in enhancing the passenger experience cannot be understated. Could you share some insights into how Etihad is leveraging technology to improve the travel journey for Indian customers?
At Etihad Airways, we constantly strive to enhance our guests' travel journey through technology. With the introduction of our new Wi-Fi 'Chat' and 'Surf' packages, passengers travelling on our wide-body fleet can now enjoy seamless connectivity and internet browsing, enabling them to stay connected with their loved ones and browse the web while soaring through the skies.
Additionally, our recent transition to the Amadeus Altéa system represents a significant milestone in our commitment to enhancing the guest experience through technology. This transition allows us to offer our guests a more personalised and flexible booking and management experience, empowering them with greater control over their travel journey.
