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Etihad

In: Business and Management

Submitted By SirLopes
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Pages 27
Airline Studies

Module Code – 5N4971

An Investigation into Aviation Organisation

By: Milton Redmond

Table of Contents Introduction: 3 Aims & Objectives: 3 Brief Description of Civil Aviation and Relationship with UNWTO: 4 Chicago Convention 4 United Nations World Tourism Organization 5 ICAO and UNWTO Affirm Cooperation on Joint Aviation and Tourism Goals 5 Description of Etihad Airways: 6 Partners and Alliances: 10 Chartered & Scheduled Flight Services: 20 Etihad Airport Services 23 EAS-Ground 23 EAS-Cargo 24 EAS-Catering 24 Aircraft Type & Passenger Capacity: 25 World's Top 3 Airlines 2013 Profiles and Etihads Direct Competitors: 28 Importance of Branding and General Airport Operations: 29 Movement of Passengers at Abu Dhabi Airport: 31 Communications Utilized by Etihad: 33 Conclusion: 35 Recommendations: 35 Bibliography: 35

Introduction:

This assignment requires the author to type a written report on one organisation in the aviation industry which covers learning outcomes 4, 5, 8, 9, 11, 16 & 17 as per the module component.

This report is to identify and research an airline related product or service that meets a particular consumer need. Finally the Author will evaluate the findings, draw conclusions and recommendations.

Aims & Objectives:

* Evidence of understanding and application of Airline Studies.

* Detailed Exploration of the chosen topic.

* Use / selection of relevant research / survey techniques, sources of information, referencing.

* Effective use of Presentation / display / design / creativity / problem solving / evaluation skills

Brief Description of Civil Aviation and Relationship with UNWTO:

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Chicago Convention

The Chicago Convention (also known as the Convention on International Civil Aviation), established the International Civil Aviation Organization (ICAO), a specialized agency of the United Nations charged with coordinating and regulating international air travel. The Convention establishes rules of airspace, aircraft registration and safety, and details the rights of the signatories in relation to air travel; it also exempts air fuels from tax. The Convention was signed by 52 states on 7 December 1944 and came into effect on 4 April 1947.

The Convention provided for the sovereignty of airspace above the territory of each state, together with five freedoms (later expanded to nine by the addition of four unofficial freedoms) which govern the freedom of states to operate air transport flights (including the carriage of passengers, cargo and mail) across, into and within the airspace of other states.

Only the first two of these freedoms (see below) apply automatically to signatory states, the remainder being subject to national agreement.

Freedom | Description | 1st. | Right to overfly a foreign country without landing | 2nd. | Right to refuel or carry out maintenance in a foreign country | 3rd. | Right to fly from one's own country to another | 4th. | Right to fly from a foreign country to one's own | 5th. | Right to fly between two foreign countries during flights which begin or end in one's own | 6th. | Right to fly from one foreign country to another one while stopping in one's own country | 7th. | Right to fly between two foreign countries while not offering flights to one's own country | 8th. | Right to fly between two or more airports in a foreign country while continuing service to one's own country | 9th. | Right to fly inside a foreign country without continuing service to one's own country |

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United Nations World Tourism Organization

The World Tourism Organization (UNWTO) is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.
As the leading international organization in the field of tourism, UNWTO promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide.

UNWTO encourages the implementation of the Global Code of Ethics for Tourism, to maximize tourism’s socio-economic contribution while minimizing its possible negative impacts, and is committed to promoting tourism as an instrument in achieving the United Nations Millennium Development Goals (MDGs), geared towards reducing poverty and fostering sustainable development.

UNWTO generates market knowledge, promotes competitive and sustainable tourism policies and instruments, fosters tourism education and training, and works to make tourism an effective tool for development through technical assistance projects in over 100 countries around the world.

UNWTO’s membership includes 156 countries, 6 Associate Members and over 400 Affiliate Members representing the private sector, educational institutions, tourism associations and local tourism authorities.

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ICAO and UNWTO Affirm Cooperation on Joint Aviation and Tourism Goals

MONTRÉAL, 18 March 2013 – The International Civil Aviation Organization (ICAO) and the World Tourism Organization (UNWTO) signed a special Joint Statement on Aviation and Tourism today, acknowledging the intention of the two UN agencies to begin cooperating more closely on issues of common priority.

Visa facilitation, taxation, the modernization of aviation regulations and the development of convergent rules for traveller and enterprise protection were stressed in the Statement as key areas for improved collaboration.

Additional areas outlined for future cooperation by ICAO and the UNWTO included air passenger flow management at airports, air capacity for least developed countries and the continued reduction of environmental impacts resulting from international air travel and tourism. Due consideration will be maintained on the importance of air transport to tourism development in long-haul destinations and landlocked or island states.

It also highlighted the considerable contributions of aviation and tourism to raise employment, fuel economic growth and social development. Together, their organizations will now be focusing on addressing existing obstacles to aviation and tourism growth as to ensure both sectors continue to contribute in a sustainable manner to global prosperity.

Description of Etihad Airways:

Etihad Airways, the national airline of the United Arab Emirates, was set up by Royal (Amiri) Decree in July 2003. Etihad Airways commenced operations in November 2003, and in 10 years has become one of the fastest growing airlines in the history of commercial aviation.

The airline has received a range of awards that reflect its position as one of the world’s leading premium airline brands, including ‘World’s Leading Airline’ at the World Travel Awards for five consecutive years in2009, 2010, 2011, 2012 and 2013.

Abu Dhabi, the capital of the United Arab Emirates, is the airline’s hub. Etihad’s fleet of 88 aircraft operates more than 1400 flights per week, serving an international network of 84 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and North America. Etihad Airways also owns nearly 30 percent of airberlin, Europe’s sixth largest carrier and 40 percent of Air Seychelles.

The airline seeks to reflect the best of Arabian hospitality – cultured, considerate, warm and generous – as well as enhance the prestige of Abu Dhabi as a centre of hospitality between East and West.

As a global, innovative and young airline with a fresh approach to everything they do, they associate themselves with a large number of events and causes that reflect their own position as a catalyst for change.
They support the promotion of local culture in the UAE and worldwide, and sponsor cultural and sporting events that are consistent with their values of hospitality, team spirit and helping to bring the world together.

Sponsorships
Manchester City Football Club / Al Ain Football Club’s Airline Partner / Etihad Stadium – Melbourne Australia / F1 Etihad Airways Abu Dhabi Grand Prix / Golf / Sport Australia Hall of Fame / Hurling / Quins / Grassroots Sponsorship / Sydney Opera House / Nations Tri and Tri Yas

Reference: http://www.etihad.com/en-ie/about-us/our-sponsorships/

Destinations / Routes | • Aberdeen (ABZ)
• Abu Dhabi (AUH)
• Adelaide (ADL)
• Agadir (AGA)
• Aix en Provence (QXB)
• Akita (AXT)
• Albury (ABX)
• Alicante (ALC)
• Almaty (ALA)
• Amman (AMM)
• Amsterdam (AMS)
• Angers St-Laud (QXG)
• Astana (TSE)
• Athens (ATH)
• Atlanta (ATL)
• Auckland (AKL)
• Austin (AUS)
• Avignon (XZN)
• Ayers Rock (AYQ)
• Bahrain (BAH)
• Balikpapan (BPN)
• Ballina (BNK)
• Baltimore (BWI)
• Bamako (BKO)
• Bangkok (BKK)
• Banjul (BJL)
• Barcelona (BCN)
• Beijing (PEK)
• Beirut (BEY)
• Belfast (BHD)
• Belgrade (BEG)
• Bergen (BGO)
• Berlin (TXL)
• Billund (BLL)
• Birmingham (BHX)
• Blackpool (BLK)
• Bloomington (BMI)
• Bombay (BOM)
• Bordeaux (BOD)
• Bordeaux St Jean (ZFQ)
• Boston (BOS)
• Bournemouth (BOH)
• Brisbane (BNE)
• Bristol (BRS)
• Broome (BME)
• Brussels (BRU)
• Brussels Olp (ZYR)
• Bucharest (OTP)
• Budapest (BUD)
• Buffalo (BUF)
• Bujumbura (BJM)
• Bundaberg (BDB)
• Cairns (CNS)
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• Dubuque (DBO) | • Dunedin (DUD)
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• Heathrow (LHR)
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• Houston-Intercontinental (IAH)
• Huntsville/Decatur (HSV)
• Hyderabad (HYD)
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• Islamabad (ISB)
• Isle of Man (IOM)
• Istanbul (IST)
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• Jeddah (JED)
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• Johannesburg (JNB)
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• Lisbon | • Lisbon (LIS)
• Little Rock (LIT)
• London-Heathrow (LHR)
• London-Stansted (STN)
• Lorraine (XZI)
• Los Angeles (LAX)
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• Lyon Part - Dieu (XYD)
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• Malta (MLA)
• Manado (MDC)
• Manchester (MAN)
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• Paris-De Gaulle (CDG)
• Pechawar (PEW)
• Penang (PEN)
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• Peshawar (PEW)
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• Phnom Penh (PNH)
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• Riyadh (RUH)
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• Rockhampton (ROK)
• Rome (FCO)
• Rotorua (ROT)
• Sal (SID)
• Salt Lake City (SLC)
• Salzburg (SZG)
• Samara (KUF)
• San Antonio SAT)
• San Diego (SAN)
• San Francisco (SFO)
• Sapporo (CTS)
• Sarajevo (SJJ)
• Saskatoon (YXE)
• Seattle/Tacoma (SEA)
• Sendai (SDJ)
• Seoul (ICN)
• Seychelles (SEZ)
• Shanghai (PVG)
• Shannon (SNN)
• Singapore (SIN)
• Sioux City (SUX)
• Sofia (SOF)
• Southampton (SOU)
• St. Johns (YYT)
• St. Louis (STL)
• St. Petersburg (LED)
• Stavanger (SVG)
• Stockholm (BMA)
• Stockholm-Arlanda (ARN)
• St-Pierre des Corps (XSH)
• Strasbourg (XWG)
• Stuttgart (STR)
• Sunshine Coast (MCY)
• Surabaya (SUB)
• Sydney (SYD)
• Syracuse (SYR)
• Tampa (TPA)
• Tangier (TNG)
• Thessaloniki (SKG)
• Thiruvananthapuram (TRV)
• Tirana (TIA)
• Tokyo (HND)
• Tokyo (NRT)
• Toledo (TOL)
• Toronto (YYZ)
• Toulon (XZV)
• Toulouse (TLS)
• Townsville (TSV)
• Toyama (TOY)
• Trat (TDX)
• Tripoli (TIP)
• Tucson (TUS)
• Tulsa (TUL)
• Ufa (UFA)
• Ujung Pandang (UPG)
• Valence (XHK)
• Valencia (VLC)
• Venice (VCE)
• Vienna (VIE)
• Vientiane (VTE)
• Warsaw (WAW)
• Washington D.C (IAD)
• Washington-National (DCA)
• Waterloo (ALO)
• Wellington (WLG)
• Westchester County (HPN)
• Winnipeg (YWG)
• Yangon (RGN)
• Yaounde (NSI)
• Zurich (ZRH) |

Partners and Alliances:

Codeshares offer customers a wider network of destinations to choose from and at greater convenience too.

By offering connections on a partner airline or rail network they are able to broaden their services to cover over 325 destinations worldwide.

Customers will still keep the Etihad Airways flight number, but for a portion of their journey they will fly or ride on one of Etihad Airways specially selected partners which are listed below.

Etihad Airways confirmed its acquisition of a 2.987% stake in Aer Lingus on May 1, 2012, reflecting their desire to forge a commercial partnership with Aer Lingus.

Air Astana was incorporated in late 2001, today the airline operates a fleet of 26 Western aircraft and over 60 domestic and international routes.

airBaltic was established in 1995. Currently, the carrier disposes 25 aircraft to cover the span of Europe, Asia and Abu Dhabi.

Air Canada is the flag carrier of Canada and it’s largest. It began its first flight in 1937 and today, it covers over 170 destinations worldwide; 60 local destinations, 49 in the United States and 67 in Europe, the Middle East, Asia, Australia, the Caribbean, Mexico and South

America.
Strategic partners Etihad Airways and Air France have announced a number of new codeshare destinations in Africa, Asia, Australia and Europe for summer 2013.
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By creating reliable air links to and from key European cities, Air Malta was able to support the economic and cultural development of the Islands.

The airline flies to, from and within New Zealand, directly serving 53 cities in 16 countries, including 26 destinations within New Zealand.
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Formerly known as Jat Airways, Air Serbia now serves over 30 destinations around the Mediterranean and the rest of Europe. With a fleet of 14 aircraft it covers transportation for national and international customers.

Air Seychelles was established in 1978 and began long-haul service in 1983. The airline currently offers international flights to Abu Dhabi, Johannesburg and Mauritius.

Thanks to the partnership with Etihad Airways, passengers can travel a combined network of 239 destinations in 77 countries worldwide, including 45 cities in Europe.
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Alitalia is Italy’s leading airline, serving 22 million passengers with a fleet of 158 aircraft. They operate more than 700 daily flights to 83 destinations.
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All Nippon Airways (ANA) is ranked among the top 10 airlines in the world. They are recognized for their outstanding passenger service.

American Airlines® is one of the largest airlines in the world. It serves some 260 destinations - including more than 150 in the USA, and 40 countries.

Renowned for being Asia’s Boutique Airline, Bangkok Airways is also Thailand's first privately-owned airline. It currently flies to eight domestic destinations.
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Brussels Airlines is the Belgian airline group that offers the widest choice of flights to and from the capital of Europe. Brussels Airlines flies to over 50 destinations.

Czech Airlines is one of the oldest airlines in Europe and provides services to passengers, gaining an enormous amount of experience and have grown into a modern airline.

Flybe is Europe's largest regional airline with 191 routes serving 15 countries, operating from a total of 84 departure points, 34 UK and 50 European airports.
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Garuda Indonesia is an IOSA Certified Airline. This national airline for Indonesia serves flights to 33 domestic and 18 international destinations.

Hainan Airlines is one of China's fastest growing and most dynamic airlines, and operates nearly 500 domestic and international routes connecting more than 90 cities.
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Jet Airways is one of the fastest growing airlines in the world operating flights to 24 international destinations and 43 destinations within India.

Kenya Airways was established in 1977. Today, the airline has a fleet of over 40 aircraft and a network that covers Africa, Middle East, Far East and India.

KLM Royal Dutch Airlines was founded on 7 October, 1919 to serve the Netherlands and its colonies. KLM is today the oldest airline still operating under its original name.
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Korean Air, a member of the SkyTeam Alliance, is a flagship airline that represents Korea, taking the lead in global transportation network.

Malaysia Airlines is the national carrier of Malaysia, flying nearly 45,000 passengers daily to some 100 destinations worldwide across 6 continents.

In 1945, Middle East Airlines was established and launched its first service from Beirut to the neighboring cities of Syria, Cyprus, Egypt then Saudi Arabia, Kuwait and other destinations in the Gulf.
In 1963, after the merger with Air Liban, MEA added new European, Middle Eastern and West African destinations to its worldwide network.

In 2003 Niki Lauda acquires Aero Lloyd subsidiary and takes control of the bankrupt German carrier’s Austrian operations and forms NIKI Luftfahrt GmbH. In late 2011, Niki Lauda sold his stake in NIKI to fellow shareholder airberlin, creating Europe’s first low-fare alliance. However, NIKI remains an independent company with its own management.
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Olympic Air has one of the youngest fleets in Europe which currently consists of 16 aircraft, with a network route of 37 destinations and 100 flights per day.

Royal Air Maroc has nearly 70 destinations with regular flights to the largest capitals in Europe, North America, Africa, North Africa and the Middle East.
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S7 Airlines has the widest domestic route network in Russia. It also has regular flights to the countries of the CIS, Europe, the Near East, South-East Asia and to countries in the Asia-Pacific region.
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As part of Etihads ongoing commitment to offer a wider network to their Guests, they have teamed up with SNCF to provide Guests with rail connectivity within France and Germany.
This seamless air-rail connection can be made in one booking via there global contact centres, Etihad Airways offices or through a travel agent.
For air-rail tickets, guests must make the booking at least 72 hours before departure and no stopovers are allowed in Paris.

Etihad Airways and South African Airways have signed a (MoU) allowing the two airlines to introduce a comprehensive range of codeshare and interline air services.
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SriLankan Airlines now serves 44 destinations in 24 countries in Europe, the Middle East, South Asia, Southeast Asia and the Far East.
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Operating since 1945, the airline’s hub is in Lisbon. The TAP network serves 75 destinations in 34 countries worldwide and it is the leading airline between Europe and Brazil.

Established in 1933, Turkish Airlines has since then grown into an international carrier with a fleet numbering over 230 aircraft and a network that consists of Europe, Asia, the Americas, Australia and Africa.

The history of Vietnam Airlines dates back to January 1956, when the Vietnam Civil Aviation Department was established by the Government, marking the birth of the civil aviation industry in Vietnam.
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An agreement in August 2010 between Etihad Airways and the Australia-based Virgin Australia enables their guests to fly to 44 new destinations.

Chartered & Scheduled Flight Services:

At the core of Etihad Airways endeavor is to maintain a lasting relationship with their customers and it is their firm belief that when people fly with them, they fly as their guests and not as passengers. All their services on the ground and on board are guided by their unique, 'guest-first' philosophy. They seek to establish a relationship with their guests through all stages of their journey with them, right from planning and booking their travel to reaching them to their destination and taking action on guest’s feedback, if any. Their Guest Affairs team is always at your service, ensuring that you get a quick, satisfactory response to your queries, suggestions and complaints.

Etihad Guest Travel classes

Their guest-centric approach to service starts from the classification of their service areas: their Diamond First, Pearl Business and Coral Economy classes break away from the traditional class system in the airline industry; you can expect premium service from them, irrespective of the class you are travelling in.

Etihad people

They realise that their aim of achieving a truly 21st-century, guest-oriented airline depends on their people. They recruit the best talent in the industry, individuals who are committed to providing the highest service to their guests.
In keeping with their plans to go global, they also strive for a multiracial, multilingual and multi-cultural family of employees. The Etihad family now includes individuals from over 50 nationalities, speaking several languages and sensitive to cultural differences.
Each member of their crew fully understands the Etihad way of hospitality and makes every effort to make your journey comfortable.

Etihad Services

Overbooking
Given the fact that there are “no-shows” on almost every flight, Etihad Airways, like all international carriers, may overbook services in order to match demand with supply. While they do their best to match the number of available seats to the number of guests that they expect will appear for the flight, on rare occasions they may have a situation where a guest with a confirmed ticket is denied boarding even when they have checked in at the recommended time.

When this occurs they will:

a) Endeavour to ensure that families with children, expectant mothers, elderly or infirm guests or those in transit from an earlier destination point or with onward connecting flights are not denied boarding.

b) Offer guests denied boarding a seat on the next available flight (on Etihad where possible, with another carrier where not).

c) Offer guests ground transport, meals and accommodation for the duration of their enforced delay.

d) Offer denied boarding compensation in accordance with their defined policy and the applicable laws and regulations. Compensation levels vary according to the sector in question.

Change to operating carrier
On reaching the airport if you find that there is a change to the operating carrier and you do not wish to fly with this carrier, they offer you the following options:

a) They will keep you updated on the status of your flight right up to the time it departs.

b) They will give you a refund.

Delays and cancellations
While they strive to ensure that their flights are on schedule, they offer the following if your flight is delayed or cancelled for any reason:

a) They will keep you updated on the status of your flight right up to the time it departs.

b) If they are unable to operate a flight according to schedule, they will carry you on another flight on the same route that has a seat available, without charging you extra for it.

c) If for some reason your Etihad flight fails to stop at your stopover station or destination, they will carry you to your destination either on another Etihad flight or on another airline, or by an alternative means that is agreeable to you (e.g. by road or by rail). They will not charge you extra for this.

d) If your flight schedule is changed to a time unacceptable to you and they are unable to offer an alternative that suits your needs, you can claim a refund of the unused portion of your ticket.

Check-in
Their concern for your comfort begins from the moment you step into the airport, if not before. So they try and ensure that the check-in procedure at the airport is as speedy and as pleasant as possible. To begin with, they have dedicated check-in counters all classes at all their destinations.

Etihad's concern for special needs
Whilst they will do their best to ensure quick a check-in, they request that you arrive at the airport at the recommended check-in time, which is two hours prior to departure for Coral Economy Guests and one hour for Diamond First and Pearl Business Guests.

Their concept of personalised service extends to the special needs of their guests as well. With adequate notice, they offer meet-and-assist services to unaccompanied minors and the hearing/visually impaired. Mothers travelling with more than one infant must arrange for a family/friend escort to assist with the second infant.

For medical cases, they offer wheelchairs and oxygen and stretchers.

They offer bassinets to make your baby travel in comfort, though these facilities vary according to aircraft type. They also have baby changing facilities on all their flights. Infant meals can also be provided on board if you make a request at the time of reservation.

They also have a range of special meals designed to cater to your dietary or religious needs.

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Etihad Airport Services
Etihad Airport Services LLC (EAS) is the Etihad Airways holding company established to further enhance airport services, ground handling and cargo operations at Abu Dhabi International Airport following the airline’s strategic acquisition of the three airport services companies, Abu Dhabi Airport Services (ADAS), Abu Dhabi In-Flight Catering (ADIFC) and Abu Dhabi Cargo Company (ADCC).

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EAS-Ground
EAS-Ground offers a comprehensive range of ground handling services to over 40 airlines operating to or from Abu Dhabi International Airport.

All EAS-Ground services have been awarded with ISO 9001:2008 accreditation and have been ISAGO registered, EAS-Ground is well equipped with experienced professionals and advanced infrastructure and facilities capable of handling all types of passenger and cargo requirements.

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EAS-Cargo
EAS-Cargo provides import and export services, and comprehensive delivery processes for airlines, freight forwarders and other stakeholders at Abu Dhabi International Airport.
The current cargo terminals at Abu Dhabi International Airport provide 36,000sqm of storage facilities that incorporate a fully-equipped perishable centre, munitions stores, temperature-controlled rooms, pallet-screening, state-of-the-art CCTV for valuable cargo and 24/7 end-to-end cargo support, including customs and police services, food control and on-call veterinary support.

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EAS-Catering
EAS-Catering provides world-class in-flight cuisine to over 25 airlines operating to and from Abu Dhabi International Airport. It also provides exclusive catering services to private aviation companies and for prestigious events in Abu Dhabi including the Formula 1 Etihad Airways Abu Dhabi Grand Prix and FIFA.

EAS-Catering has won many prestigious awards including the IATA In-flight Catering Gold and Silver Awards.

Aircraft Type & Passenger Capacity:

Etihad has one of the most modern fleets in the world.
Their all-new fleet gives you the world’s most sophisticated flight deck and represents the ultimate in performance, operational efficiency, extended cabin space and increased flying range.

They offer three travel classes: Diamond First Class, Pearl Business Class and Coral Economy Class. Fly on brand new aircraft with the latest in-flight entertainment systems, the finest dining and impeccable service.

A319-100(Number of aircraft - 2) | Guest Travel Classes | Seating | Diamond First class | - | Pearl Business class | 16 | Coral Economy class | 90 | Total Capacity | 106 |

A320-200(Number of aircraft - 20) | Guest Travel Classes | Seating | Diamond First class | - | Pearl Business class | 16 | Coral Economy class | 120 | Total Capacity | 136 |

A321-200(Number of aircraft - 1) | Guest Travel Classes | Seating | Diamond First class | - | Pearl Business class | 16 | Coral Economy class | 158 | Total Capacity | 174 |

A330-200(Number of aircraft - 16) | Guest Travel Classes | Seating | Diamond First class | - | Pearl Business class | 22 | Coral Economy class | 240 | Total Capacity | 262 |

A330-300(Number of aircraft - 6) | Guest Travel Classes | Seating | Diamond First class | 8 | Pearl Business class | 32 | Coral Economy class | 191 | Total Capacity | 231 |

A340-500(Number of aircraft - 4) | Guest Travel Classes | Seating | Diamond First class | 12 | Pearl Business class | 28 | Coral Economy class | 200 | Total Capacity | 240 |

A340-600(Number of aircraft - 7) | Guest Travel Classes | Seating | Diamond First class | 12 | Pearl Business class | 32 | Coral Economy class | 248 | Total Capacity | 292 |

B777-300ER(Number of aircraft - 6) | Guest Travel Classes | Seating | Diamond First class | 8 | Pearl Business class | 40 | Coral Economy class | 282 | Total Capacity | 330 |

777-300ER(Number of aircraft - 2) | Guest Travel Classes | Seating | Diamond First class | - | Pearl Business class | 40 | Coral Economy class | 340 | Total Capacity | 380 |

B777-300ER(Number of aircraft - 10) | Guest Travel Classes | Seating | Diamond First class | - | Pearl Business class | 28 | Coral Economy class | 384 | Total Capacity | 412 |

World's Top 3 Airlines 2013 Profiles and Etihads Direct Competitors:

1. Emirates
On 25th October 1985, Emirates flew its first routes out of Dubai with just two aircraft—a leased Boeing 737 and an Airbus 300 B4. Then as now, the goal was quality, not quantity, and in the years since taking those first small steps onto the regional travel scene, Emirates has evolved into a globally influential travel and tourism conglomerate known the world over for their commitment to the highest standards of quality in every aspect of the business.
With now a fleet of more than 200 aircraft, they currently fly to over 130 destinations in more than 70 countries around the world, and their network is expanding constantly. Over 1,200 Emirates flights depart Dubai each week on their way to destinations on six continents. In fact, Emirates flights account for nearly 40 per cent of all flight movements in and out of Dubai International Airport.

2. Qatar Airways
In a relatively short time, Qatar Airways has grown to over 120 destinations worldwide, offering unmatched levels of service excellence that have helped excel the award-winning carrier to become best in the world.
Voted Airline of the Year 2011 and in 2012 in the prestigious Skytrax industry audit, Qatar Airways has won the confidence of the travelling public.
Travel by air has reached the point where it is now taken for granted in all corners of the globe. With a larger number of passengers and more choice available in the skies today, airlines looking to maintain or grow their position in the marketplace must provide high-quality service with ever-increasing efficiency.
In this highly competitive environment, Qatar Airways has achieved much with their phenomenal route expansion averaging 30% growth year to year and flying one of the most modern fleet of almost 120 aircraft in the skies today. Their global network currently spans key business and leisure destinations across Europe, Middle East, Africa, Asia Pacific, North America and South America, with scheduled flights operating to and from their hub in Doha, capital of the State of Qatar.

3. Singapore Airlines
Singapore Airlines has come a long way since their founding in 1972, evolving from a regional airline to one of the most respected travel brands around the world. They fly one of the youngest aircraft fleets in the world to 65 destinations spanning a network spread over six continents, with their Singapore Girl as the internationally-recognisable icon providing the high standards of care and service that customers have come to expect of them.
They have made a habit of leading the way, and along the way developed a reputation for being an industry trendsetter. Their ever-growing list of industry-leading innovations includes the following firsts:

* First to offer free headsets, a choice of meals and free drinks in Economy Class, in the 1970s * First to introduce satellite-based in-flight telephones in 1991 * First to involve a comprehensive panel of world-renowned chefs, the International Culinary Panel, in developing in-flight meals in 1998 * First to offer audio and video on demand (AVOD) capabilities on Kris World in all classes in October 2001 * First to fly the A380 from Singapore to Sydney on 25 October 2007
Importance of Branding and General Airport Operations:

Branding
In the airline industry, the role a brand plays in driving demand is somewhat untraditional. Functional factors such as price, routes, and schedule are always key considerations that impact the purchase decision. This is true even in circumstances where a customer is brand loyal—whether it is because of brand experience, or more likely, those air miles. This then begs the question: Exactly what role can brands play in driving value in the airline industry?

Building brand value and influence in the airline industry means constructing communities around the product, the service and the experiences that lead to a strong, trusted relationship. This includes community-centric sports sponsorships, such as Emirate’s involvement with the McLaren Formula 1 team, but also includes much more creative and often less expensive methods to further shared interests and drive innovation.

In a time of economic uncertainty, airline brands need to connect with both leisure and business travellers. In difficult economic times, people are looking hard for value in everything they purchase.

Airlines must focus on the brand experience, because in today’s environment customers will choose the carrier that provides the best overall value. By focusing on the brand experience, not only will airlines retain existing customers, but they will also attract others disgruntled with the competition. And overall, this hedges against the potential of a consumer making a purchase decision on price only

Brands are like people. The most influential people always stand for something.

Airport Operations
Most major airports provide commercial outlets for products and services. Most of these companies, many of which are internationally known brands, are located within the departure areas. These include clothing boutiques and restaurants. Prices charged for items sold at these outlets are generally higher than those outside the airport. However, some airports now regulate costs to keep them comparable to "street prices". This term is misleading as prices often match the manufacturers' suggested retail price (MSRP) but are almost never discounted.

Food court and shops

Apart from major fast food chains, some airport restaurants offer regional cuisine specialties for those in transits so that they may sample local food or culture without leaving the airport.
Major airports in such countries as Russia and Japan offer miniature sleeping units within the airport that are available for rent by the hour. The smallest type is the capsule hotel popular in Japan. A slightly larger variety is known as a sleep box. An even larger type is provided by the company YOtel.

Airports may also contain premium and VIP services. The premium and VIP services may include express check-in, dedicated check-in counters, separate departures and/or arrivals lounge, priority boarding, separate air bridges, and priority baggage handling.

These services are usually reserved for First and Business class passengers, premium frequent flyers, and members of the airline's clubs. Premium services may sometimes be open to passengers who are members of a different airline's frequent flyer program. This can sometimes be part of a reciprocal deal, as when multiple airlines are part of the same alliance, or as a ploy to attract premium customers away from rival airlines.

The waiting hall at the international departure lounge

Sometimes these premium services will be offered to a non-premium passenger if the airline has made a mistake in handling of the passenger, such as unreasonable delays or mishandling of checked baggage.

Airline lounges frequently offer free or reduced cost food, as well as alcoholic and non-alcoholic beverages. Lounges themselves typically have seating, showers, quiet areas, televisions, computer, Wi-Fi and Internet access, and power outlets that passengers may use for their electronic equipment. Some airline lounges employ baristas, bartenders and gourmet chefs.

Airlines sometimes operate multiple lounges within the one airport terminal allowing ultra-premium customers, such as first class customers, additional services, which are not available to other premium customers. Multiple lounges may also prevent overcrowding of the lounge facilities.

Movement of Passengers at Abu Dhabi Airport:

Flow chart of an EMBARK/ DISEMBARKING passenger

This is the flowchart of section that passenger have to go through before get into aircraft or out from aircraft.This section is where airport authority or Personnel wil put their security measurement consist of people and equipment or machine.

Abu Dhabi International Airport | 2010 | 2011 | 2012 | Passenger Movements | 10,855,091 | 12,365,712 | 14,700,402 | Flights | 112,009 | 114,785 | 121,638 | Cargo | 437,810 | 481,605 | 567,965 | Total | 11,404,910 | 12,962,102 | 15,390,005 |

The figures above refer to all airlines and passengers moving through Abu Dhabi Airport.

Communications Utilized by Etihad:

The official Etihad Airways Facebook page where there online 24 hours a day to answer your enquiries in English and Arabic. You can also opt to like the page where you can view and receive news feed personalised to you and your needs. They will also update you here regarding any emergencies or flights cancelled due to unforeseen circumstances.

ETIHAD AIRWAYS LAUNCHES “ETIHAD WI-FLY” CONNECTIVITY

Etihad Airways today launched its new “Etihad Wi-Fly” inflight Internet and mobile connectivity service, powered by the Panasonic Avionics Global Communications Suite.

The airline’s first aircraft equipped with Panasonic’s communications technology, an Airbus A330-200, took flight today for Brussels, offering high-speed broadband Internet connectivity as well as data and mobile phone services.

The A330-200 will be used for long-haul destinations across Etihad Airways’ network, such as Brussels, Dublin, Manchester, Munich, Frankfurt and Milan.

iPhone Application |

| Introducing the new iPhone application for
Etihad Guest MembersEtihad Airways is proud to announce the launch of a new Apple iPhone application for its members. It is the first application of its kind to offer real-time miles redemption for its users.The application is available free to download and use from the Apple iPhone store. This will provide you with an innovative and user-friendly tool designed to assist and manage your accounts and stay informed about the latest promotions.

The new iPhone application will allow you to: * Redeem miles immediately from the Etihad Guest Reward Shop * Benefit from exclusive promotions * Check the latest partner promotions * View account information * Browse a list of all programme partners * Read general programme information. | |

Conclusion & Recommendations:

Etihad is the fastest growing airliner in the history of aviation and has won many awards in the last 10 years. At the very heart of Etihad they endeavour to give only the finest level of service to their guests regardless of the class you are travelling in. They offer three travel classes: Diamond First Class, Pearl Business Class and Coral Economy Class. Etihad has also one of the most modern fleets in the world and with all of this they offer an exceptionally high standard of service. The three main competitors who have also been voted best Airliners of 2013 are Emirates / Qatar Airways and Singapore Airlines. We also looked at the importance of Branding and discussed how many other factors actually play a significant role in the consumer buying into the service offered, they include price, routes and schedule which contribute to the overall value of the experience. Etihad personalise their communication with you by availing the social media site Facebook and gives regular updates regarding flight cancellations and deals on products and services.

The author recommends to keep engaging future development and expand on their long haul destinations. Conduct surveys to their passengers on how to continuously improve their products and services.

Bibliography:

Etihad – 01/02/2014 - http://www.etihad.com/en-ie/about-us/our-partners/

Etihad – 01/02/2014 - http://www.etihad.com/en-ie/about-us/our-story/

ICAO – 30/01/2014 - http://www.icao.int/Newsroom/Pages/ICAO-and-UNWTO-affirm-cooperation-on-joint-aviation-and-tourism-goals.aspx

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