Etihad Airways and e& UAE to boost destination marketing

This collaboration aims to enhance customer experience and business synergies across loyalty programmes, marketing activities, sales, and knowledge sharing, ultimately supporting the broader development of Abu Dhabi as a global destination.

One of the primary areas of focus under the MoU is loyalty integration. Both parties will collaborate to link the Etihad Guest and Smiles loyalty programmes. The initiative will allow members to transfer points between the two platforms, redeem points more flexibly, and enjoy enhanced benefits based on their tier status. This integration is designed to increase value for both Etihad and e& UAE customers, fostering stronger engagement and brand loyalty.

In a joint effort to promote Abu Dhabi as a premier destination for both business and leisure, Etihad and e& UAE will explore collaborative marketing opportunities. Leveraging each other’s marketing assets, the two companies will explore how to further highlight the best Abu Dhabi has to offer. This includes initiatives to enhance the visibility of Etihad’s Stopover Programme in Abu Dhabi, which allows travellers to explore the emirate’s vibrant culture, world-class attractions, and stunning beaches during their transit.

Antonoaldo Neves, chief executive officer of Etihad Airways, said: “We’re proud to embark on this partnership with e& which showcases our commitment to delivering extraordinary customer service for our guests, as well as growing Abu Dhabi as a leading destination. This partnership touches on various facets, from enhancing our respective loyalty programmes, Etihad Guest and Smiles, to developing synergies across our business. As two leading global, home-grown brands, we look forward to what this collaboration will deliver for our mutual customers.”

Masood M. Sharif Mahmood, chief executive officer of e& UAE, said: “We share a storied history with Etihad Airways in the UAE, and this partnership marks a significant step forward as we leverage our collective capabilities. By combining our strengths, we aim to elevate the customer experience and highlight Abu Dhabi as a premier destination on the world map. Strategic partnerships are a key part of our journey and are essential for unlocking value for customers and contributing to the UAE's vision of a thriving economy.”