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Wednesday, July 17, 2024

Etihad Airways Making A Mark With Its Over The Top Marketing Mix


Etihad Airways, headquartered in Abu Dhabi, UAE, is a prominent airline known for its unique range of products and services in its marketing mix. These include an In-flight chef, food and beverage Manager, and Flying nanny. Etihad Airways provides both freight and passenger services through Etihad Cargo and Etihad Holidays, respectively. The airline offers standard economy, business, and first-class seating arrangements, along with ‘The Residence’ for some flights, which is a luxurious three-room penthouse with a living room, bedroom, and en-suite, along with a personal chef and butler. Additionally, passengers can enjoy value-added services such as chauffeur booking, extra legroom seating, travel insurance, and onboard shopping with merchandise from exclusive brands available through a provided catalog.

From Offering Tailor-made Fairs To The Most Expensive Flight In The World

Etihad Airways offers three classes of service, with the Economy class being the most affordable and offering basic standard services, followed by Business Class and then First Class. The airline guarantees the lowest price for its flights compared to third-party travel booking websites. If a passenger finds a lower price for an Etihad flight on a third-party website, they can claim a refund, provided that the difference is at least $20 for Economy class tickets and $40 for Business or First class tickets. Etihad Airways has also introduced the concept of Tailor-made fares for its passengers. On the other hand, the airline has the most expensive flight in the world for The Residence suite from New York to Delhi, with a one-way ticket costing approximately $38,000 for a 19-21 hour flight.

The Smoothly Connecting Flights Worldwide

Etihad Airways has its head office and training center located in Khalifa city of Abu Dhabi. The airline operates passenger and cargo services to 110 locations across 6 continents, including the Middle East, Europe, Africa, Asia, Australia, and America. In the UAE, the airline has one passenger flight to Abu Dhabi and a cargo service to Sharjah. The route map and destinations served by Etihad Airways can be accessed through their website, and the airline’s strong distribution network enables smoother operations and better customer experiences. According to Tajawal, a Middle East-based travel booking website, the popular routes of Etihad Airways originate from Abu Dhabi and travel to destinations such as Bangkok, Mumbai, Hyderabad, London, Manchester, Manila, Paris, and Jeddah. Etihad Airways offers employment opportunities in all the locations it operates, with a higher density of opportunities available in Europe, the Middle East, and Southeast Asia.

Operating With A Diverse Promotional Strategy 

Etihad Airways has a comprehensive website and a mobile app, and it also uses print media such as newspapers, magazines, and promotional booklets to reach its customers. The airline believes in change and is involved in various events and causes, sponsoring events that reflect the Etihad culture of hospitality, team spirit, and bringing the world together. It is a principal partner of New York City FC and has a five-year contract with them that began in November 2014. As a result, the Etihad brand is featured on the club’s jerseys during play, increasing brand visibility. The airline is also a sponsor of the Melbourne City Football Club and has been the airline partner of Major League Soccer since 2014. The airline’s Facebook and Twitter pages host all the data about the partnerships and host many contests, distributing gifts such as tickets, merchandise, and flights. Recently, Etihad Airways launched the ‘Flying Redefined’ campaign to promote its unique and sophisticated service, which features Hollywood actress Nicole Kidman.

With its unparalleled services, Etihad Airways has continued to stay as one of the best airlines emerging from the UAE. Subscribe to World Brand Affairs to gain more insights about brands and personalities from around the world. Some of these riveting stories of remarkable marketing will leave you astounded.