Adaptable and innovative in the changing aviation dynamics
Etihad Airways has navigated the past year with adaptability, remaining nimble and responding quickly as the scenario evolved. Besides that, the wellness of their guests and employees remains an utmost priority. Neerja Bhatia, Vice President, Indian subcontinent, Etihad Airways explains in detail the initiatives and measures being adopted by one of the most resilient and leading global carriers.
As the COVID situation took over completely in 2020, to stay afloat, Etihad Airways redeployed its fleet as the market changed. They deployed some of its 78710 aircraft on cargo routes to supplement Etihad Cargo’s fleet of Boeing 777 freighters. Etihad operated various special cargo flights from Abu Dhabi to several destinations on its global route network including Mumbai, Delhi, Chennai, Kochi, and Bengaluru. With a majority of their fleet on the ground for a few weeks, Etihad embarked on the biggest aircraft maintenance programme in its history to ensure that it was in its best shape for when it returned to flying.
In 2020, they launched ‘Etihad Wellness’, an expanded and more comprehensive health and hygiene programme and customer guide. This builds on the stringent measures already put in place by the airline to deal with COVID-19. Etihad Wellness is championed by specially trained Wellness Ambassadors, an industry-first initiative.
The airline also introduced a COVID-19 global wellness insurance cover – just one of the ways that Etihad promises to keep their guests protected with Etihad Wellness. The cover is included with every Etihad Airways ticket for travel up to March 31, 2021. Lastly, Etihad remains the first and only airline in the world that requires 100 per cent of its passengers to show a negative PCR test before departure and on arrival in Abu Dhabi carried out a maximum of 72 hours before their flight departure time.
“As the situation remains dynamic, we retain a pragmatic approach to network planning, increasingly focusing on routes that make financial sense. No-one has a crystal ball to predict how the air travel landscape will shape up in the coming months as several travel restrictions are still in place and countries are likely to open their borders at different times. We have been working closely with the UAE government and global aviation authorities to ensure we gradually grow our network. Guests can enjoy a quarantinefree stay in Abu Dhabi when they fly from select countries or transfer to up to 60 destinations across Asia, Australia, Europe, the Middle East, and North America,” says Neerja.
Etihad is in the middle of a five-year transformation. This has positioned the business well and they are already benefiting from the process of going back to basics and challenging all costs. It has also given them the agility to better manage operations through the COVID-19 crisis and be prepared for when air travel markets reopened. The restructuring sees the airline continuing its transformation into a mid-sized, full-service carrier concentrating on its fleet of wide-body aircraft. They continue to review all aspects and areas of their business. They have introduced many operational changes and continue to develop and enhance their guest offering with more choices available in all cabins, and more travel solutions through greater system-wide use of innovation and technology.
Like everyone, the global health crisis that hit Etihad in 2020 was unprecedented, but it has been a year of learning. Neerja mentions, “We navigated these times with agility and adaptability. Those that don’t adapt won’t survive. As a business, we have stayed focused and maintained momentum. The key to survival has also been transforming every challenge and crisis into an opportunity. As highlighted earlier, with a majority of our fleet on the ground for a few weeks last year, Etihad embarked on the biggest aircraft maintenance programme in its history to ensure that it was in its best shape for when it returned to flying. Sustainability is going to play an even bigger role in the postCOVID-19 world. Airlines and wider industry organisations that adapt to meet the needs of a carbon-neutral future are those that will lead the future of aviation.”
As we step further into the post COVID world, there will likely be an increased focus on health and wellness certification. Etihad has been working with a variety of different companies, some within the industry, and some outside of it, to develop the technology required for a global health certification system. Etihad is one of the first airlines globally to launch the IATA Travel Pass. It is a mobile app to help passengers easily and securely manage their travel in line with government requirements for COVID-19 tests or vaccines. The IATA Travel Pass will enable Etihad’s guests to create a ‘digital passport’ to receive COVID-19 test results and verify they are eligible to undertake their journey. It will initially be offered to Etihad’s guests on selected flights from Abu Dhabi in the first quarter of 2021.
“Passenger safety and wellness will always be a top priority for us. Some safety measures and changes introduced last year in light of the pandemic are likely to be extended or adapted in the near future as the situation evolves. As highlighted above, innovative measures with digitisation in air-travel experiences and health/wellness certification will be a focus,” concludes Neerja.