DESPITE the challenges of the last 12 months, Etihad Airways has continued to expand its global flight network, take delivery of new aircraft, and win new business.
According to CEO James Hogan, 2011 will put the airline in a strong position of breaking even and moving into a position of sustainable profitability.
The carrier experienced strong load factors across all markets in 2010, averaging 75 per cent and, to maintain yields, it did not drop fares during the financial crisis. “This has put us in a stronger position to move forward. Also I strongly believe we offer the best product and service in the industry and it was important that we protect that position as the market leader,” said Hogan.
While many airlines were removing first class cabins Etihad continued to maintain premium cabins on routes where there was demand. “We did however demonstrate our adaptability by introducing our first all-economy A320 aircraft in 2010 which are deployed on routes that do not have demand for our premium offering,” added Hogan.
The airline is nearing the end of its wide-body retrofit program which has seen major enhancements to the first, business and economy-class product.
Etihad currently has a fleet of 57 narrow and wide-body passenger and freight aircraft and this will increase to 97 by 2015. In 2011 Etihad will take delivery of three A330-300 and two B777-300ER passenger planes as well as one B777-300 freighter aircraft.
“In terms of industry trends I believe that there will be greater emphasis on enhancing the customer experience through digital technology,” said Hogan. “This will enable customers to control their travel itineraries and choices through the internet, mobile and smart phone devices.” Etihad expects to unveil new and exciting innovations in this area in 2011.