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Etihad Corporate Factbook January

Etihad Corporate Factbook January

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Published by salamaali

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Published by: salamaali on Jun 25, 2012
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Etihad Airways
Facts and gures
Issue one January 2008Welcome to the rst edition of Etihad Airways facts and gures. Etihad,the national airline of the United Arab Emirates, made its rst ight on5 November 2003. Since then the airline has added 44 destinationsmaking it the fastest growing airline in the history of aviation. Itoffers award-winning service to destinations in Africa, Asia, Australia,Europe, the Middle East and North America.
The Abu Dhabi brand
November 2007 saw the launch of an exciting initiative thatcaptures and denes the brand identity of the Emirate of AbuDhabi. The new brand for Abu Dhabi is much more than a logo orsticker – it is an identity that is visual, literal and behavioural and itcaptures the spirit and essence of the Emirate.Brand identity plays a crucial part in the development of adestination and this is especially relevant to Abu Dhabi as it looksto enhance its place as a global capital for business and leisuretravellers.This comprehensive initiative ensures that the brand of Abu Dhabiis applied consistently by the public and private sectors when theyrepresent the Emirate of Abu Dhabi. The newly formed Ofce of theBrand of Abu Dhabi has been established to oversee the applicationof this brand identity.During the two years of research signicant effort was made tochoose the right ‘look’ and ‘feel’ of the tourism brand, resulting inthe “travellers welcome” promise. This promise applies equally toboth business travellers and holidaymakers. Additionally, a newvisual toolkit has been created and includes a new icon identity, aspecially designed font and a colour palette reective of the AbuDhabi environment.The brand is built around the essence of ‘respect’. The notionof respect sits at the heart of Abu Dhabi’s culture and can beexperienced through all aspects of Abu Dhabi life: from theinitial experience of ying with Etihad Airways, right through tointeractions with Emirati culture at a souk or popular tourismdestination.For more information visit; www.brand.abudhabi.ae
The Abu Dhabi Tourism Authority (ADTA) launched the rst phase of international outreach for the brand at the World Travel Market in November2007. ADTA will promote the ”travellers welcome” promise through aninternational marketing campaign aimed at building awareness and momentumof Abu Dhabi as a destination throughout 2008.
Our nation
Abu Dhabi is the largest Emirate in the UAE and also the nation’s capital city. Ideally located as aneffective air bridge between the East and West, Abu Dhabi is fast becoming a dynamic business andtourist destination, combining its strong heritage and culture with exciting future development plans.
1.8 million
Dirham (Dh)
67,340 sq km
Dh 367 billion (USD$100 billion)
USD$163 billion will be invested in the futuredevelopment of Abu Dhabi by 2030.
Tourist attractions
The Emirates Palace: the luxury hotel was built by the AbuDhabi government and is currently managed by the KempinskiGroup. The hotel is reputed to have cost more than USD$3billion to build and comprises 302 rooms, 92 suites, withmuch of the interior decor in gold and marble. The EmiratesPalace boasts a particularly impressive central area withan expansive marble floor, balconies and a large patterneddome which is bigger than the dome in St Paul’s
Cathedral inLondon.
Business attractions
Abu Dhabi National Exhibition Centre: the Abu Dhabi NationalExhibitions Company (ADNEC) is a rst class MICE (Meetings,Incentives, Conferences and Exhibitions) venue in the Middle East.1.5 million visitors are expected to attend events during 2008.Having already scheduled more than 60 major conferences andevents, ADNEC is expected to contribute 33 per cent growth to theexhibition industry in the UAE next year.
Abu Dhabi airport
6.2 million passengers per year
The Emirates Palace Abu Dhabi
Focus on...
Abu Dhabi cultural tourism
The Guggenheim Abu Dhabi
Courtesy of TDIC
The Abu Dhabi government’s development plan, Plan Abu Dhabi 2030,is set to guide planning decisions for the next quarter of a century,establishing Abu Dhabi as the leading cultural destination of the world.The vision of the Emirate is to become a ‘contemporary expression of an Arab city’ through measured and sustainable growth.Part of this measured growth will see the arrival of cultural icons suchas Le Louvre and the Guggenheim museum to the Cultural District of Saadiyat Island. The island, which has 30kms of water frontage andboasts many natural eco-features including mangrove forests, is beingdeveloped as a strategic international tourism destination and marks anew era in the rapid evolution of Abu Dhabi.
*All projected gures taken from Plan Abu Dhabi 2030The development of more than 70,000 new hotel rooms in Abu Dhabiwill be crucial to accommodate the increased number of tourists in 2030.
Hotel development*
   N  u  m   b  e  r  o   f  r  o  o  m  s
Projected annual tourists*
   N  u  m   b  e  r  o   f   t  o  u  r   i  s   t  s   (  m   i   l   l   i  o  n   )
Abu Dhabi is expected to see strong growth in tourism with more than7.5 million tourists visiting Abu Dhabi by 2030.
Our business
Etihad has a commercial mandate to break even by 2010. During the rst four years of its life, the airlinehas grown faster than any other in commercial aviation history. During 2007 Etihad has placed particularfocus on improving seat factors, yields and passenger revenues.
Seat factor
2007 was another strong year for Etihad with impressive growth inall passenger cabins and spread well across the network, with bothnew and established routes performing extremely well. The airlineachieved average seat factors of 69 per cent across its network of 45destinations during the year, with a number of key routes achievingrecord passenger numbers.
   P  e  r  c  e  n   t
Revenue growth
Revenue grew signicantly during 2007, a year which saw Etihad addnine new destinations to its global network. Total revenues for the year- USD$1.5bn - exceeded the airline’s own forecasts. Etihad remains ontrack to break even in 2010, in line with its business objectives.
   U   S   D   $  m   i   l   l   i  o  n  s
Etihad growth has been impressive...
Etihad (Year 0 = 2003)
… In fact the fastest growing wide body airline from inception
   N  u  m   b  e  r  o   f  a   i  r  c  r  a   f   t
Now four years old, the national airline of the United ArabEmirates is an established player on the global aviationmap. 2007 was another year of signicant expansionwith growth of the airline’s route network, aircraft eet,passenger gures and number of employees.The airline currently boasts a eet of 37 aircraft ying to 45destinations across the Middle East, Europe, North America,Africa and Asia. The awards that Etihad picked up in 2007are further evidence of the strength of the airline’s productand the service it offers to its customers.Etihad Airways carried more than 4.6 million passengers in2007, with average seat factors of more than 69 per cent.The number of passengers has grown from 340,000 in 2004to one million in 2005 and 2.8 million in 2006.Nine new routes were added to the airline’s global networkduring 2007: Sydney, Brisbane, Kuala Lumpur, Singapore,Kochi, Thiruvananthapuram, Milan, Dublin and Kathmandu.The airline also boosted its number of weekly ightsfrom 556 to 718 as part of an expanded winter scheduleintroduced at the end of October 2007.The rst conrmed new route of 2008 is the Chinese capitalBeijing which is one of the world’s fastest growing citiesand is the host city for the Olympic Games in August.
During 2007, Etihad carried more than 4.6 million passengers,a 67 per cent year-on-year increase as the airline continued toexpand its global network and add new aircraft to its eet. Sincelaunching commercial operations in November 2003, the numberof passengers own across Etihad’s network grew from 340,000 in2004 to one million in 2005 and 2.8 million in 2006.
Passenger growth
2006 20072.8m
   N  u  m   b  e  r  o   f  p  a  s  s  e  n  g  e  r  s
Sports sponsorship is a major part of Etihad’smarketing strategy and undoubtedly the most excitingannouncement in 2007 was the airline’s three yeardeal to be the title sponsor of the Formula 1 Abu DhabiGrand Prix, starting with the inaugural event in 2009.The deal will see the F1 race in the UAE’s capital citynamed the “Formula 1 Etihad Airways Abu Dhabi GrandPrix” until 2011. It also provides Etihad with exclusivecircuit signage and podium branding for the Abu DhabiGrand Prix.
Focus on...
Partnerships with Chelsea Football Club and HarlequinsRugby Football Club were also unveiled in 2007.The Chelsea and Harlequins partnerships provide Etihadwith tremendous exposure to worldwide audiences andillustrate the airline’s ambitions to be associated with thebest names in sport. Extensive branding can be seen atboth teams’ stadiums in London.Closer to home, Etihad is involved with a number of sponsorships across the Middle East region. The airlineis a lead sponsor of the Abu Dhabi Golf Championships,which is a key tournament in the European PGA tour,and the Al Ain International Aerobatic Show.
Bernie Ecclestone, Formula 1 group president and chief executive,and James Hogan, Etihad Airways’ chief executive, sign the deal forthe Formula 1 Etihad Airways Abu Dhabi Grand Prix” at Formula 1headquarters in London.

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