AVIATION INDUSTRY DURING COVID-19: ETIHAD AIRWAYS

The airline industry remains crippled by global lockdowns and border closures, with demand for
air travel down 90% around the world. Reviving it will be incredibly challenging given the new
mandatory social distancing requirements, airline executives say. Etihad Airways has lost more
than $5 billion since 2016, and since 2017 has been working to cut costs as part of a turnaround
strategy. It had been aiming to become profitable by 2023, a plan that now looks implausible as
international air travel will likely take several years to recover, according to industry leaders. The
challenges that they face include:

• Multiple flight cancellations causing drop in revenue

• The cost of sending cargo across the Pacific Ocean tripled by late March
• Business aviation was less affected than airline traffic, in that top executives' travel is often
considered as essential, however tendency to go for private jets are increasing. They have to
provide parking charge of aircraft and rent for offices inside airports which is high • Aircraft
maintenance has become a great challenge

MARKETING STRATEGIES TAKEN UP BY ETIHAD AIRWAYS:

Etihad Airways, like Emirates, has also had to ground its aircraft since they are both based in the
UAE. Yet, Etihad has taken a very “human” approach to brand building, in contrast to what
Emirates is doing. Etihad is putting its own people in front of the camera and aims to build
emotional bonds with those stuck at home without coworkers and friends.

Etihad Airways – People, Not Planes

The large network airlines based in the Middle East –Etihad Airways have in the past released
some of the most creative, if not extravagant, brand campaigns in aviation. They have been
adaptive during the pandemic situation too. While they are still proactive in communicating
through (primarily) digital channels they continue to opt to fly regular operations. Here is how
they are all taking different approaches to brand building through COVID-19 and all the
additional video links are provided below:
 Tasmiah Rahman

ID – 202535-04 1

1. Connecting through Top Management:

Etihad is the only airline among the big three that has its CEO putting out regular video messages.
Tony Douglas focuses on what the airline is doing right now, while it prepares for take-off again.
This is not the first time he has appeared in videos since the COVID-19 crisis started.

Video Link: https://youtu.be/hQJvLOStz3A

2. Teaching Language:

The airline has released campaigns where have their international cabin crew are teaching
languages – from Spanish to Arabic. It’s very “on-brand” for an airline that touts its global
credentials. It also allows one to connect with the crew in a way usually not possible unless in
flight.

Video Link: https://youtu.be/zsTjYc4mK18

3. Catering Unit Operation:

In yet another video, Etihad showcases how the airline continues to keep its catering unit in
operation. They still produce 15,000 meals daily for the local communities as well as grounded
pilots and cabin crew.

Video Link: https://youtu.be/xHJYJhZRGoc

4. Aircraft Maintenance:

Etihad’s engineering division is said to be undergoing what the airline says is the “biggest aircraft
maintenance program in its history.” This will include maintenance work on 96 passenger aircraft
including 29 Airbus A320 and A321s, 10 Airbus A380s, 38 Boeing 787s, and 19 Boeing 777-300ERs.
Thus far, the team has checked 5,000 aircraft touch points and laundered almost 19,000 seat
covers.

5. Identifying Passengers with Medical Conditions:

Etihad Airways is partnering with Australian company Elenium Automation to trial new technology
which allows self-service devices at airports to be used to help identify travelers with medical
conditions, potentially including the early stages of COVID-19. Etihad will be the first airline to trial
the technology, which can monitor the temperature, heart rate and respiratory rate of any person
using an airport touchpoint such as a check-in or information kiosk, a bag drop facility, a security
 point or immigration gate.
Tasmiah Rahman

ID – 202535-04 2

6. Attire with style:

Etihad Airways has launched COVID-19 attire with style as it expands into a more comprehensive
health and hygiene programme and customer guide. The airline says this builds on the stringent
measures already put in place by the airline to deal with COVID-19. The programme will be
championed by the introduction of specially trained Wellness Ambassadors, a first in the industry,
who will provide essential travel health information and care so guests can fly with greater peace
of mind. Etihad Wellness initiatives will be communicated through an easy-to-use online guide
highlighting the high standards of cleanliness, health and hygiene being applied at every stage of
the customer journey.

Putting people ahead of planes, Etihad is creating a more emotional,

humane brand in these uncertain times.

RECOMMENDATIONS:

Reach out to frequent flyers:

The airlines are being creative and playing to their own strengths right now. It is refreshing to see
neither is talking about the network or the newest cabins because that just wouldn’t have been
relevant right now. It’s less about messaging, more about channels. As a part of the frequent flyer
in Kuwait airways, I have had scant communication from Kuwait airways that included any of the
above campaigns that I saw from Etihad airways. Emirates, Etihad and Qatar Airways are
continuing to build their brand. So why not reach out to all frequent fliers as well as customers
who currently are craving to see fresh content like what they are producing.

Airline leaders have possibly the toughest job in the world right now due to the spread of COVID
19 grounding operations. Through this crisis they want their brand to come out stronger,
employee morale higher and customers more loyal. It may be difficult to achieve all three but not
impossible. Etihad Airways is showing us how to build a strong brand through a crisis in their own
different ways.

Tasmiah Rahman

ID – 202535-04 3