Etihad Airways has unveiled a major Economy transformation programme starting with the cabin upgrade and refurbishment of 23 narrow-body Airbus A320 and A321 aircraft. The retrofit programme, which includes new personalised wireless streaming entertainment to smartphone and tablet devices, is scheduled for completion in August this year. The airline is also introducing a new and improved Economy dining concept on all its flights as part of a wider programme of enhancements to its inflight catering.

Etihad introduced the new developments at Arabian Travel Market, together with a new advertising campaign, ‘Go Your Own Way’, using Fleetwood Mac’s anthemic classic as its soundtrack. As part of the airline’s overall ‘Choose Well’ brand platform, the campaign will drive greater awareness of Etihad’s commitment to providing its guests with greater control, choice and value by personalising their travel experiences.

Tony Douglas, Group Chief Executive Officer, Etihad Aviation Group, said: “Etihad has always been a challenger brand, shaping the future of travel as the market constantly changes. We are bringing the leadership and innovation to Economy travel which we have long established in our award-winning Business, First and The Residence cabins

“As part of our ‘Choose Well’ promise, we are empowering our guests with more control of their travel experiences, through onboard digital transformation, improved choice and redesigned cabins and products.

“As a leading full-service airline, Etihad is adapting to meet the specific needs and requirements of all travellers, providing more of what they really want to enjoy inflight. This not only delivers greater choice and personalisation, it also ensures we continue to provide a superior, commercially wise and sustainable service offering.”

Relax Your Own Way – Complete Narrow-body Cabin Upgrade 

Etihad is progressively upgrading the Economy cabins of its narrow-body fleet of Airbus A320 and A321 aircraft. These are used mainly on short-haul regional services, and further afield to 38 Etihad gateways within five hours of flight from Abu Dhabi. The airline is installing modern and refreshed cabins featuring ergonomic Extra-spatial Design seats by UK based Acro, a world-leading innovator in aircraft seat manufacturing. The next-generation seats, which will maintain comfortable ‘living space’ in the seat area, and provide increased knee room, are cleverly designed around the guest’s digital devices with fast-charging USB points and an adjustable phone and tablet holder.

The first stage of enhancements to the Economy experience began in 2017 with new seating options such as Neighbour-Free Seats, Economy Space, and Preferred Seats introduced on the wide-body fleet.