GULF Air is to use the introduction of new long-haul jets on its Heathrow routes to spearhead a campaign to get more premium business.
The first of six Airbus A330s in a $550m order started flying to Bahrain last week.
General manager UK John Evans said the airline would be promoting the use of the A330 in a bid to increase its share of the corporate business and frequentflyers market.
He claimed the aircraft’s 2-2-2 business-class configuration and bed-style seat in first class would help push up yields. The first-class cabin also has a bar area.
“We have an increased business-class pitch and there is no doubt the 2-2-2 configuration is a strong selling point,” said Evans. “Business class is our main focus as we have been too heavy in the back in the past.”
The first sales drive for the new A330 involves special fares of £2,330 return for first class and £1,330 for business. These deals run until August 10 and represent a saving of almost £1,000 off normal prices. In the economy cabins, every seat has a personal video, more comfortable seating and improved service. Fares are on offer at £330.
Gulf’s main rivals are British Airways and Emirates, but Evans said the new aircraft will make Gulf more competitive.
“We are now up there with the best and can compete with them,” he said.
The A330s will make up Gulf’s entire UK fleet from mid-August, replacing a combination of A340s and Boeing 767s.
The airline flies up to four daily flights out of Heathrow to the Gulf, serving Bahrain, Abu Dhabi, Doha and Muscat. Some flights are direct, while others have one stop.
Evans said he would also be using the A330 to increase UK sales of connecting flights to the Far East and Australasia.
Meanwhile, Gulf has ruled out joining a global alliance because it considers itself to be too small. The carrier codeshares with American Airlines from Heathrow, prompting speculation that Gulf will join the Oneworld global alliance in the future.