Our brand and cultural
transformation purpose

“To inspire people, our guests, our partners, our colleagues, to choose well in how they live, love and journey.”

Different but the same

The world is awash with airlines today. Over five-thousand at the last count, bearing liveries and tailfins of every shade and colour symbolising the lands they call home and the organisations they represent.

However, whilst different in décor, they are largely the same in how they operate. They call the shots. We pay the fare and they tell us how to fly; at the front with ‘everything and everything’, before, during and after flight, at the back with whatever little they can get away with.

Power to the carrier.

Get with the program

The world today is very different of course. Power to the people; empowered people. Today, through the digital interfaces we have at our disposal, we can enjoy, largely, what we want as and when we want it. Customisation, personalisation, on our terms. New demands and new expectations for a new era.

And no brand, no business, no organisation is immune from these demands and expectations.

Disrupt or be disrupted.

We are the choices we make

Fly on our terms not theirs.

Our passengers, our guests, front and centre. Unequivocally. Want to fly at the back, but use our business lounge? That’s fine. You choose. Want to have a seat with no-one next to you? Not the most sociable of ideas granted but if that’s how you want then fine by us.

At Etihad it is about living, loving and journeying in a way that right for each individual because after all, we are the choices we make in life.

In that respect it’s our purpose, our reason for being, to inspire the world to choose well in all that they do.

Our work internally and externally reflects this purpose, the values of the entire business have been defined in order the organisation is deliver it.