Etihad Airways constantly innovating to redefine travel experiences in a post COVID-19 world
Steering through the unchartered waters, Etihad has been able to counter the ongoing crisis in an efficient manner. The on-going restructuring programme gave their business the agility to better manage its operation through the COVID-19 crisis and prepare for when air travel markets reopened. During this time, Etihad has also embarked on the biggest aircraft maintenance programme to ensure that the airline was in its best shape when it returns to flying. Lindsay White, Etihad Airways’ Vice President, Eastern Region (APAC and ISC) throws light on how Etihad has weathered the impact of this crisis and the steps taken to curate renewed air travel experiences for their guests.
How has Etihad stood up with the impact of this global health and socio-economic crisis rising from this unprecedented COVID-19 situation?
The pandemic has impacted every industry globally, including aviation. However, Etihad has been prepared to weather the commercial and operational impact of this ongoing crisis. We chose to respond quickly, re-strategised and utilised the downtime to ensure that the airline was in its best shape for when it returned to flying.
Etihad Airways’ transformation over the recent years positioned us well, giving the business the agility to better manage its operation through the pandemic and be prepared for when air travel re-opened. Keeping in mind that we are a mid-sized airline and that we have different fleet configurations, we were very adaptable to the situation.
From launching industry-first initiatives such as ‘Wellness Ambassadors’ to operating goodwill flights to over 30 cities not normally served on the airline’s global route network. I can say that Etihad has taken every effort to extend support to people across the globe. I would also like to add that we remain committed to our sustainability goals, pioneering new and effective ways of mitigating aviation’s environmental impact and utilised this time to test a range of initiatives.
Etihad has a vast aircraft fleet. Tell us about your current operation and particularly in India?
We are looking at expanding our network. Throughout June and July, Etihad was operating a network of special flights from Abu Dhabi to several destinations, following the partial lifting of international flight restrictions by
UAE and Indian authorities on travel for eligible individuals. Etihad operated special flights to and from Abu Dhabi to six cities in India, including Bengaluru, Chennai, Delhi, Hyderabad, Kochi, and Mumbai.
Throughout August and September, subject to the lifting of international restrictions and the re-opening of individual markets, we aim to fly to 61 destinations worldwide from its Abu Dhabi hub, operating approximately 50 per cent of its pre-COVID capacity.
Gradually, what has Etihad’s strategy been in rebuilding confidence in the traveller to fly again with the airline?
We understand that there is uncertainty in the minds of consumers about what the new normal in international air travel will look like; there are questions ranging from airport procedures to maintenance of a safe in-flight environment. We are focusing on seamless communication with our guests and partners to keep them informed about all the measures taken by Etihad to ensure that they have a safe flying experience with us.
The current situation has reinforced the importance of wellness and this will be the focus of renewed travel experiences at Etihad. We launched ‘Etihad Wellness’, a health and hygiene programme, building on our existing stringent measures. We have introduced multiple temporary measures that will not be limited to inside the aircraft itself.
Cabin air filtration cleaning: Our aircrafts have HEPA (high-efficiency
particulate air) filters which can filter more than 99 per cent of airborne microbes in the air. The cabin airflow is continuous, and delivered at a rate equivalent to up to 30 changes per hour.
Stricter measures at check-in counters: At Abu Dhabi International Airport, strict measures are in place at check-in counters to ensure a safer environment, including floor markings at 1.5m distance ensuring social distancing, check-in teams wearing gloves and face masks and regular sanitisation of checkin counters.
Etihad is known for leveraging technology for best air travel experiences. How is technology helping the airline during these trying times?
Technology and innovation have been in our DNA and forms the basis of how we have revolutionised the flying experience. In the past quarter, Etihad Airways actively sourced and invested in innovative solutions, which will forever redefine travel experiences.
Interactive map with Sitata: Etihad Airways has partnered with Sitata to launch an interactive travel map that uses advanced computer algorithms to detect new travel information globally.
Risk-assessment tool with Medicus AI: Etihad has partnered with healthcare technology company Medicus AI to launch a COVID-19 risk-assessment tool based on WHO guidelines.
Etihad Airways application: We encourage guests to check-in using the Etihad application/website, so when you arrive at the airport, it’s just about dropping your bags.
Self-service check-in: We are about to launch an innovative self-service check-in and health screening, helping identify medically at-risk travellers by reading guests’ respiratory system, heart rate and temperature.
Thermal cameras at Abu Dhabi airport: We’ve these cameras that will measure the temperature of guests’ immigration,
Self-cleaning escalator handrails at Abu Dhabi airport: These have been installed at Abu Dhabi airports (Handrails get completely sanitized as they cycle through the escalator),
APT surface swab technology: We are using this to measure the bacteria or virus on a surface in the airport as well as in the aircrafts.
How are you staying connected with your Indian trade partners for support?
We have been touched by the support received from our trade partners in India. We understand this is a difficult time, so we are helping our trade partners manage guests’ travel plans as smoothly as possible, offering maximum support and flexibility. We’re working around the clock to assist our trade partners, making sure they are the first to know about our new policies, procedures and travel news. We have conducted regular webinars to keep them updated and engaging in knowledge sharing sessions and trainings for them.
We have introduced a range of travel waivers, solutions and benefits to help ease the burden and provide maximum flexibility to our trade partners.
Support with new bookings: On new bookings made before 31 August 2020, we’re allowing unlimited changes to give partners the freedom and flexibility to change their guest’s travel plans if needed. They can pick a new date or destination anywhere on our network and all they will pay is the difference in fare; there are no extra fees or hidden costs. If for any reason they can’t travel, they will be eligible for Etihad Credit, and the fare difference will apply.
Support with existing bookings: Guests can re-book their trip before 30 November 2020 and travel to any destination on Etihad’s network before 31 October 2021, or use the value of their ticket as a credit towards their next trip. There is no charge to change the trip and we’ll remove the fare difference if the guest travels within the same zone/area before 30 November 2020. Tickets must have been issued before 31 August 2020 to be eligible, and standard fare rules will apply.
Keep your ticket open: If the flight has been cancelled, guests can simply keep their ticket open until they are ready to travel again. If guests keep their ticket open until 31 October 2021, and they haven’t used this open ticket within 12 months of the first cancelled flight, the guest will be entitled to a refund.
Tell us more about your initiative on ‘Wellness Ambassadors’?
At Etihad Airways, the safety and health of our guests and employees will always remain a top priority. We continue to abide by the UAE and international government, regulatory and health authority directives and have taken multiple measures to limit the spread of COVID-19.
Etihad Airways launched ‘Etihad Wellness’, a comprehensive health and hygiene programme and customer guide. Championed by ‘Wellness Ambassadors’, they are a dedicated team, specially trained at our facilities in Abu Dhabi, and will provide essential travel health information and care so guests can fly with greater peace of mind.
Available 24/7: Guests can reach out via e-mail and a live web-chat option.
Abu Dhabi Airport: Etihad will them at Abu Dhabi International Airport to ensure guests are assisted at every point of their journey, right from check-in to boarding.
On-board: Once the airline resumes an expanded network of international flights, they will also be available onboard, complementing the service provided by other cabin crew.