Ok Etihad, very funny. The Abu Dhabi-based carrier has been building up momentum for a huge announcement and we’ve just received the official news. It’s just new bedding and plates from Etihad Armani / Casa. Well done Etihad for trolling us!
Trolling Etihad Gleefully Announces New Bedding And Tableware from Armani / Casa, Hardly A “New Constellation”
I flew the Etihad A350-1000 earlier this year (sorry, the full trip report is still in the queue) in business class and loved it. Etihad still has a great onboard product and while the transit experience in Abu Dhabi is not ideal, I had nothing but positive things to say about the flight.
Qatar Airways and American Airlines have cozied up. United Airlines and Emirates have cozied up. Last week, Etihad began teasing a big announcement set to drop tomorrow. Some of the teaser language was quite dramatic:
“We trust the stars to define our journey. A new constellation will soon adorn the skies.”
Wow, that sounds pretty big.
Would Etihad finally join Star Alliance (which has been rumored for years and was once close to being finalized)?
Or perhaps SkyTeam so Delta Air Lines has a Gulf partner as well beyond Saudia?
Maybe a new airplane order? A new first class (the new business class on the A350-1000 is already amazing and needs no upgrade)? A retrofit of the Dreamliner fleet?
All reasonable guesses considering the gravity, if you will pardon the pun, of the teasers.
But news has just broken via my friend Zach Honig that the big announcement is just…new tableware pillows and blankets in business class from Armani / Casa.
Even funnier was a quip by Etihad CEO Tony Douglas that he enjoyed all the online speculation over the last couple weeks.
But it’s actually not funny. Life is too short to get offended over something like this, but to say that I am disappointed is an understatement.
Joking aside, I really do not understand what Etihad was thinking. Certainly, Etihad has been at the top of headlines on aviation blogs and will be again today and tomorrow…but I am sure I will not be the only one who questions why Etihad chose to build up a fairly minor news item as if it was a game-changer.
In fact, the old Etihad bedding and crockery was just fine. I think Etihad should have left well enough alone.
So instead of a piece praising Etihad or no post at all, I now criticize Etihad for engaging in deceptive marketing that reflects poorly on the brand. Others are already doing so as well.
Whoopee…new bedding and tableware onboard. Now how about expanding the route network and re-building the airline smarter than last time? The core of Etihad is a route network that transports passengers with ease and comfort around the world. Let’s hope new plates and pillows are not the only thing Etihad will offer in 2022 and 2023.