Quality assured

Winning Airline of the Year at the Aviation Business Awards is the latest in a string of achievements for Etihad Airways. Peter Baumgartner, vice president of product marketing, discusses the carrier's developments.

For Peter Baumgartner, Etihad Airways' mission is clear. "We are not giving up before we are the best airline in the world, and probably not even then," he explains. "Winning this accolade at the Aviation Business Awards is fantastic and really proves we are on the right track."

As the airline continues to expand at a rapid rate, management is adamant that, whilst growth is important, maintaining quality is paramount. "To achieve such growth and still have quality is the real achievement; one without the other would not be such an accomplishment," explains Baumgartner

Launching only five years ago, the Abu Dhabi-based carrier has seen tremendous development, experiencing record breaking growth in the past 12 months. By the end of this year the airline will be operating 42 aircraft to some 48 destinations across the world.

"In the current fleet we have a mix of wide-bodied and narrow-bodied aircraft by Boeing and Airbus," says Baumgartner. "By 2011 this number should have risen by 10 and we'll be operating around 52 aircraft to even more destinations."

At July's Farnborough International Air Show, Etihad made history by placing the largest order in commercial aviation history. On the second day of the show a firm order totalling US$9 billion was made with Boeing for 36 of its 787 Dreamliners and 10 of its 777-300s.

The carrier also chose to continue its relationship with rival manufacturer, Airbus, placing a $12 billion order for 10 A380s, 25 A350s and 20 A320s. Etihad put options on a further 55 aircraft and purchase rights on an additional 50, bringing the total deal value to $43 billion if all 205 aircraft are purchased.

According to Baumgartner, Etihad's new fleet is a big advantage. "It means we are very consistent with our product. The entire current fleet of 42 aircraft are equipped with the same products; lie-flat beds in business class and suites in first class.

That's a consistency our premium passengers really appreciate."

And when the Farnborough Air Show orders begin delivery in 2011, the carrier will be better positioned to further develop its route networks and services.

On the subject of rival airlines, Baumgartner remains tight lipped. "We don't compare ourselves with others, we are very much concentrating on ourselves and what we can do. Our vision is to become the best airline in the world so it's really about what we do, what our strategy is and how we implement it."

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