Etihad Improving First Class With Chauffeur, Meet & Greet, And More

Earlier I wrote about how Etihad Airways announced details of its new Airbus A321LRs, which will be in a three-cabin layout, with first class, business class, and economy. That’s not the only announcement that the Abu Dhabi-based carrier has made today, as the airline has also revealed plans to improve its first class product, especially on the ground.

Etihad first class getting an improved ground experience

Etihad plans to introduce a range of new services for first class passengers, including the following:

• Etihad will introduce Etihad Concierge, a special concierge service available 24/7 for first class passengers, “for tailored travel planning”
• In the UAE and all first class destinations, first class passengers will receive a private chauffeur service to and from the airport
• First class passengers will be escorted through dedicated check-in to the Etihad first class lounge, and then for boarding; if the flight leaves from a remote stand, they’ll be driven there in a private limousine
• On arrival, first class passengers will be accompanied from the aircraft door to their chauffeur, with porter service taking care of the luggage
• In Abu Dhabi, first class passenger will soon have the option of complimentary home check-in and land & leave services, for a baggage-free airport experience

Here’s how Etihad CEO Antonoaldo Neves describes these developments:

“As well as investing heavily to expand our First class offering, we’re taking the time to enhance every tiny detail of the experience and introducing a host of new premium services over the next couple of months – stay tuned.”

“First isn’t just a seat – it’s an experience that starts the moment you choose to fly with us. We’re bringing First to more destinations and elevating it at every touchpoint, combining the elegance of champagne and caviar with the convenience of modern luxury.”

Etihad’s first class evolution is… quite something?

First of all, kudos to Etihad for improving its first class experience. All of these improvements are minor individually, but do add up. I feel like so many airlines invest a lot in the first class inflight experience, but then do little to differentiate the ground product.

Personally, I think home check-in is kind of dumb, and I wouldn’t expect much from the concierge. But a more seamless process at check-in, to the plane, and on arrival, is very nice. And who doesn’t like an expanded chauffeur service?

It’s interesting to see how Etihad’s first class product has evolved. Keep in mind that two years ago, Etihad had first class on a handful of Boeing 787-9s, and it seemed like the airline would discontinue the product, or something. With just five planes, it’s not like Etihad could compete with other airlines in first class on network or product, especially with its neighbor just down the road, in Dubai.

Then Etihad brought back some of its Airbus A380s, which of course have an excellent first class product, and that’s absolutely competitive.

Now we’re seeing Etihad expand its first class footprint, but in a strange way. The airline is introducing two first class suites on its new Airbus A321LRs. In reality, these are more like “business class plus” seats, taking advantage of the extra space at the bulkhead.

It’s a bit odd to not have first class on most of the wide body fleet, while now having something that’s branded as first class on narrow body aircraft, despite there not being a curtain between cabins, or a dedicated lavatory.

If the price is right, I ultimately don’t mind this, as Etihad is bundling a lot of extra services with these seats. But as of now, it doesn’t look like the carrier’s first class pricing on the A321LR reflects the more scaled back experience. It’ll be interesting to see if people pay for this product, or if this just ends up being a cabin for last minute upgrades (either paid with cash, or operational upgrades).

There are no signs of Etihad installing first class on more wide body jets, though let’s see if that strategy evolves over time.

Bottom line

Over the coming months, Etihad is rolling out a variety of improvements to its first class product, from global chauffeur service, to an airport meet & greet service, to a dedicated first class concierge. These improvements coincide with the carrier’s (quirky) introduction of first class on the upcoming A321LR fleet.

I’m happy to see Etihad investing in its first class, and look forward to experiencing it again at some point!

What do you make of Etihad’s improved first class services?