A new brand bringing together like-minded airlines to offer improved networks, schedules and enhanced frequent flyer benefits has been unveiled by Etihad Airways.
Six airlines – Air Berlin, Air Serbia, Air Seychelles, India’s Jet Airways, Darwin Airline and Etihad Airways – will initially participate in the Etihad Airways Partners initiative.
However, the UAE carrier says an airline can become a partner even if it is part of an existing alliance, such as Air Berlin, which is a member of Oneworld.
The key emphasis for Etihad Airways Partners is a strong commercial partnership and shared values, according to the airline.
President and chief executive James Hogan said: “We are broadening our business model to articulate and define a partner proposition for like-minded airlines which will result in synergies and efficiencies for participating airlines on the one side, and enhanced network choice, service and frequent flyer benefits for the consumer on the other.
“The Etihad Airways Partners logo is a seal of excellence and global co-operation.
“It will be displayed on aircraft and on branded materials by a group of airlines working together to connect travellers around the world, and increasingly to harmonise standards in the air and on the ground.”
The partnersship differed from legacy airline alliances by offering benefits beyond pure commercial co-operation, he claimed.
“The potential for network alignment to maximise flight connectivity for passengers, together with a shared passion for superior service, are central to the ethos of the Etihad Airways Partner concept,” Hogan said.
“Frequent flyers will benefit from the formation of Etihad Airways Partners as it will remove the complexity and confusion that exists within the global alliances.
“We’re aiming to deliver a consistent experience for frequent flyers when they travel, as well as a consistent framework for earning and using their miles.”
This will include standardised mileage and tier benefits across all partners, no blackout periods and priority services.
Partners will also have access to economies of scale and operational co-operation such as centres of excellence, shared sales teams in certain destinations, joint procurement of services and supplies, and shared pilot and cabin crew training at the Etihad Airways facilities in Abu Dhabi.