Etihad rethinks future of its airport lounges under The House brand

Etihad rethinks future of its airport lounges under The House brand

Etihad Airways is expected to rebadge several of its airport lounges under a new offshoot brand known as The House, with those lounges being operated by London-based lounge provider No1.

As reported yesterday, the first of these will be Etihad's business and first class lounge at London Heathrow Terminal 4, which this weekend will be handed over to No1.

The full name of the new brand is 'The House, home of Etihad Airways and other leading airlines' – a description which can be easily applied to any of Etihad's other Premium Lounges.

In a statement issued to media, Etihad Airways described The House initiative as offering an "exclusive and improved ground experience for the airline’s eligible guests at key locations outside Abu Dhabi, starting with London Heathrow" and noted "the scope of the new lounge brand may be expanded to include other lounges."

For Etihad, The House is a partnership play which offers the best of both worlds: it retains an all-important lounge experience for its premium passengers under an element of the Etihad's own brand identify, while brining in a third-party operator to help defray running costs as the airline struggles against a tide of red ink.

"This new venture will enable the airline to maintain its brand presence, and at the same time enhance and improve the overall lounge experience for our premium guests," remarked Linda Celestino, Etihad Airways' Vice President of Guest Experience and Delivery.

The House brand has been jointly developed by Etihad and No1 Lounges with the aim of creating "a bold, contemporary and aspirational experience which will continue to deliver and exceed the service, hospitality and interior design expectations of the airline's discerning customers."

In the case of The House at Heathrow T4, No1 says this will include a new, white-linen dining experience and a more extensive bar service with freshly-squeezed juices and smoothies, "world coffees and a more sophisticated wine list" plus "a comprehensive cocktail and mocktail list."

Over the coming year the lounge's existing footprint "will be reconfigured to include new lounge areas, bar, dining room, and reading room, as well as upgraded showers and prayer rooms."

AusBT review: Review: No1 Lounge, London Gatwick Airport South Terminal

David Flynn
David Flynn is the editor of Australian Business Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.
 

8 comments

  • James O'Mahony

    Ourmanin

    3 Oct, 2018 05:21 pm

    It really is amazing what completely meaningless gibberish some of these PR people come out with. Is there one person who honestly thinks this is about anything other than saving money?
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  • mickeyg

    mickeyg

    3 Oct, 2018 06:30 pm

    "who honestly thinks this is about anything other than saving money?" ... and the problem is!?
    It's not the first time a company has brought in a 3rd party to operate part of their operations to cut costs. I don't see anything wrong with putting a PR spin on the situation.
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  • spudseamus

    spudseamus

    3 Oct, 2018 06:50 pm

    My last lounge experience was so poor it doesn’t surprise me ! I’m looking for another preferred carrier .
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  • Alan Whitley

    Alan Whitley

    3 Oct, 2018 07:07 pm

    All as a result of giving Mr Hogan a blank cheque.
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  • StudiodeKadent

    StudiodeKadent

    3 Oct, 2018 09:36 pm

    Well... it seems no different to "letting our lounge be used by other carriers when we aren't using it" so why they sold it off and made it a joint venture is still a little puzzling. Its certainly a cheaper thing to do, and allows No 1. lounges to expand.
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  • ryanpst

    ryanpst

    4 Oct, 2018 12:04 pm

    It’s technically no different to QF who use Sofitel to run their lounges like Syd and Mel...
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  • icarusol

    icarusol

    5 Oct, 2018 05:17 pm

    Friday 7am at LHR and looks like the first morning of The House. Airport signage and lounge invites have all been updated. Heavily staffed this morning with numerous management types visiting, observing and taking photos. Lounge is fairly busy. Soft product and service levels today are well above the EY Sydney lounge. For now it’s atypical of a No 1 lounge. Will it stay that way?
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  • Joe

    Joe

    6 Oct, 2018 10:29 am

    Gulf Air all over again
    No member give thanks

Guest

16 Nov, 2018 02:23 am

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