Etihad’s Strategy for Global, Personal Reach? Make Someone Happy

October 24, 2016  | Written by Katie Sehl

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APEX Insight: According to Linda Celestino, vice-president of Guest Services at Etihad Airways and APEX’s past president, the key to the airline’s success is its focus on hospitality.

In a keynote presentation, Linda Celestino, vice-president of Guest Services at Etihad Airways and APEX’s past president, shared the Gulf carrier’s strategies for elevating the passenger experience. “Whilst we are passionate about our product and who we are as an airline, we are even more passionate about our people,” she said.

“We are the bold, precocious adolescent in the industry,” she quipped. With double-digit growth figures, Etihad is one of the fastest growing airlines in the commercial industry and boasts one of the most modern fleets. With ultra-luxe first-class suites and The Residence apartments in the sky, the airline’s front-of-cabin product has few rivals.

But, according to Celestino, the key to success is the airline’s focus on hospitality. “We don’t sell transportation, we sell a feeling,” she said, adding, “We don’t benchmark against other airlines.” Instead, Etihad recruits specialized world talent from esteemed training centers. Flying Nannies are trained with the same UK-based childcare training college used by Buckingham Palace, and in-flight butlers earn their credentials at the world-renowned Savoy Hotel training center.

“We are big believers that our people will transform the industry.” – Linda Celestino, Etihad Airways

“We are big believers that our people will transform the industry,” she said. Celestino’s presentation also featured a sneak peek at the upcoming Midfield Terminal project at Abu Dhabi International Airport, which is slated to become the largest building in the Emirate of Abu Dhabi, with 65 aicraft gates and upward of 30,000 square meters of premium lounge space.

Celestino concluded her presentation with the airline’s cheerful advice for improving the passenger experience: Make someone happy.

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