ETIHAD EVOLUTION: Choose Well to make a perfect journey

Etihad has turned 15, with the airline celebrating by taking another step towards the future in delivering what travellers want which is choice in the way they travel.

Etihad has turned 15, with the airline celebrating by taking another step towards the future in delivering what travellers want which is choice in the way they travel.

What images pop into your head when thinking about Etihad? Perhaps it’s the super stylish chocolate-brown uniforms worn by cabin crew, the Picasso-like pattern now covering aircraft tails, or the delights and opulence of The Residence?

Soon there will be something else to add to that list with the Abu Dhabi-based airline positioning to be the carrier offering unparalleled levels of choice to customers in whatever cabin they’re flying in.

Etihad’s new Choose Well brand positioning, launched today, communicates the choices its travellers have. The focus is to put more decision-making power in the hands of every guest so they can make the journey as comfortable and convenient as possible by tailoring their own personalised experiences.

Here’s how Etihad is doing it:


1. The Etihad evolution

In just 15 years Etihad has evolved from offering the traditional three cabin classes with fixed benefits that everyone is used to, to multiple options allowing passengers to choose what they want and the way they travel.

The airline’s new brand platform, Choose Well, redefines Etihad’s guest proposition to put customers and their various wants and desires at its very core. This way, the airline is able to reinforce its universal message of inspiring people to choose well and live well, while showcasing the warm hospitality of Etihad’s unique Arabian origins.

The airline’s fleet of more than 100 aircraft fly to 84 destinations across 55 countries, and there is a range of seat options from the brand new Economy Space launched on 5 November to First and the Residence available on A380s.


2. Choice in the air


While those favouring the economy cabin were already spoiled for choice on Etihad – booking could be made for Economy Standard or Economy Neighbour Free – there’s now another possibility with Economy Space guaranteeing generous leg room to stretch out and relax during long-haul hops.

As the industry is moving on from the ‘one-size fits all’ approach, Etihad is promising to empower its guests by offering seamless, customisable experiences for each.

Etihad also has a flexible upgrade program with passengers given a chance to relocate to premium cabins by bidding on an upgrade, upgrading at check-in, upgrading with miles, or upgrading once on board.

Choose to enhance your onboard experience in economy (for a fee) with swish Christian Lacroix male and female amenity kits, Christian Lacroix cotton sleepwear (hello pyjamas!) in a range of sizes; Piper-Heidsieck Cuvee Brut NV champagne; Coffee Planet cold brew coffee; and tasty snack boxes with sweet and healthy treats complementing the free meal service. Read all about it here.

And did someone mention, the world’s only in-flight (and included) Nanny service? You can read all about that here.


3. More on the ground


Etihad recently unveiled its inventive lounge concept with The House promising a “stylish twist on pre-flight hospitality’’ for those embarking in London, Melbourne and Sydney.

Those carrying a boarding pass for The Residence, First and Business are invited to use the space which will offer a fine-dining experience with the choice of an a la carte menu or self-service buffet while economy passengers can pay a few bucks to visit before boarding.


4. Choose to be surprised


Etihad is proud to put Arabian hospitality and culture at the centre of its service and now invites passengers to break a journey in Abu Dhabi and experience a dynamic destination that’s sure to challenge perceptions of what makes a Middle Eastern city.

There’s the new Warner Bros World and Yas Waterworld as well as beautiful beaches with waterfront hotels, sprawling shopping malls and a vast selection of restaurants with Etihad offering a free night for all Business and First travellers or a two-for-one deal which gives Economy flyers the second night on the airline when they book a two-night stopover.



Did you know that Etihad Airways partners with Virgin Australia? They offer an expanded global network of seamless connectivity and increased loyalty rewards through reciprocal frequent flyer programs and lounge access. Choose well with more rewards!


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Why do you choose to fly with Etihad Airways?

Written by Sarah Nicholson, KARRYON contributor

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