Abu Dhabi airline Etihad Airways is retrofitting its Airbus A380 double-decker aircraft and enhancing its economy class offering, to become the first airline in the Middle East to offer a premium coach service.
By December, Etihad will refit 10 A380s with "Economy Space" seats, which feature an increased seat pitch of up to 36 inches, the carrier said on Monday. The reconfigured cabin increases the number of extra-legroom seats in economy class from 20 to 80 on the super-jumbo.
"In response to popularity and demand for extra legroom seats, we have reconfigured our economy cabin to enhance travellers' experience," said Jamal Al Awadhi, Etihad Airways' head of guest experience.
“While many airlines have been squeezing more seats into economy class…we recognise that no two travellers are alike, and today’s customers demand more choice and personalisation during their travels.”
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Look: 15 years of Etihad Airways: milestones in the growth of an airline
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Emirati officials pose in front of the new carrier "Etihad", or "Unity", at a ceremonial flight in Al Ain on 3 November 2003. The airline launched commercial operations with a direct service to Beirut. AFP -
Etihad cargo launched in 2004. -
Toronto was one of the new routes Etihad launched in 2005. -
Etihad Guest, the airline's loyalty programme, launched in 2006. -
In 2007, Etihad was announced as the official sponsor for the Abu Dhabi Grand Prix. AFP -
Etihad route launches for 2008 included Beijing, Moscow, Chennai, Kozhikode and Almaty. REUTERS/Jason Lee -
Etihad opens the new, dedicated Terminal 3 at Abu Dhabi International Airport. Alamy -
Colombo was one one of the new routes Etihad launched in 2010; others included Baghdad, Erbil, Seoul and Tokyo. -
A 10-year partnership deal was signed with Manchester City FC and included naming rights for the club’s stadium and campus and shirt sponsorship. Alamy -
In its 10th year, Etihad carries a record 10 million passengers. Here, an Airbus A380-800 rolls out of a hangar in Hamburg. Reuters -
Etihad route launches for 2013 included Washington DC and Belgrade, Serbia. -
In 2014, Etihad Airways takes delivery of its first Airbus A380, showcasing the all-new cabins: The Residence, First Apartments, Business Studios and Economy Smart Seats. AFP -
In 2015, the US pre-clearance facility at Abu Dhabi International Airport launches for operate for all US-bound Etihad flights. The airline has a separate mini-lounge for business-class passengers inside the US pre-clearance area. Courtesy Etihad -
In 2016, Etihad Airways launches its mobile android app and rolls out initiatives to ease check-in including economy class early check-in counters, online and mobile check in and Abu Dhabi International Airports’ “Smart Travel". Alamy -
Etihad's route to Baku, Azerbaijan, was launched in 2017. REUTERS/Alessandro Bianchi -
In 2018, Etihad Aviation Training, the training arm of Etihad Aviation Group, is launched with the aim of becoming one of the most comprehensive aviation training facilities in the world. AFP
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Airlines are increasingly looking for ways to revamp cabin space and provide a mix of seating options for passengers, both to enhance airline revenues and better serve their customers. Some 20 airlines offer premium economy seats globally according to SkyTrax, which surveys millions of travellers and ranks airlines globally. Air New Zealand's premium economy class is ranked number one globally ahead of Qantas Airways, Singapore Airlines, Lufthansa, Air France, Virgin Atlantic and Cathay Pacific among others.
“Premium economy opens up a larger market base that would want something between economy and business class,” said Mark Martin, founder and chief executive of Martin Consulting. “Realigning an existing seat section to get more yield is something that began at United Airlines back in the early 2000s and over the years has transitioned to becoming a mainstay service offering.”
In the Middle East, discussions over premium economy class for all major Arabian Gulf carriers has been ongoing for a few years now - “ever since yields started declining as a result of lower fuel prices and the corresponding effect on business travel.” said Diogenis Papiomytis, global program director - commercial aviation, aerospace, defence & security at consultancy Frost & Sullivan.
In addition to modifying its A380s, Etihad will also add economy space seats to 12 Boeing 777s and 21 Dreamliners by the end of next year, increasing the total number of extra legroom seats by 560 per cent.
Families with small children, elderly travellers and those requiring wheelchair assistance, as well as others, can benefit from the extra room available through Economy Space seats, the airline said.
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Read more:
Etihad introduces advance seat selection fee
Etihad will forge more codeshares to return to profitability, group CEO says
Etihad Airways narrows annual loss to $1.52 billion amid strategic review
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Etihad Aviation Group's global chief executive Tony Douglas told The National in July he wants Etihad to become the "dim sum" of aviation business over the next five years, using the digital revolution to provide greater choice to customers beyond the industry-standard economy, business and first-class model.
Later that month, the airline introduced a seat selection fee on all economy class flights, allowing passengers to pre-book seats on all economy deal, economy saver, economy classic fares and award tickets.
The new economy space “complements Etihad’s existing ancillary products to provide customers with greater opportunities to personalise their journey, including the neighbour-free seating option in economy and a range of ‘buy-on-board’ products,” the airline said.
It is also important for Etihad to have a premium economy product as many of its codeshare partners have it, and there must be continuity in service for revenue passengers, Mr Papiomytis added.
“I see it more of an ancillary revenue stream for now, similar to charging for pre-selected seats, which Etihad had already started doing.”
