Etihad Airways partners with Adobe

Yesterday, Etihad Airways announced a new strategic partnership with Adobe. The companies say their partnership will facilitate the release of a variety of world-class cloud solutions across Etihad Airways businesses and Etihad Airways Partners.

The companies further claim that Adobe Marketing Cloud and Creative Cloud will empower Etihad Airways and its partners to “create a secure, cost effective and remarkable digital guest experience.” Additionally, the technology is expected to enhance the airlines’ digital marketing capabilities to provide tailored and personalised services across the globe.

Additionally, the companies say Adobe’s solutions will enable a superior digital experience for guests including full self-service capabilities using digital devices. Companies across the group including Etihad Airways, Alitalia and Air Berlin are already using Adobe technology, and expect to benefit from the group wide approach.

Etihad Airways and its partners plan to use Adobe’s capabilities across Guest Experience, Global Loyalty, Cargo, Direct Sales, Marketing, Social Media and other areas of their businesses.

Robert Webb

Robert Webb

Chief Information and Technology Officer at Etihad Airways, Robert Webb, commented on the partnership, “This technology will entirely revolutionise the digital experience for our guests as well as the business as a whole. This investment in Adobe will allow us to enable a truly superior and seamless guest experience. The delivery of a cloud-based integrated solution that supports our wider vision was a critical element in our decision to select Adobe. Cloud-based systems give us cost-effective, secure and future-proofed solutions that provides cutting edge customer-focused technology. As we continue to partner with world-class technology leaders, we’re working to ensure a remarkable experience for our guests, right from initial contact, through their journey and beyond. A key element of Etihad Airways’ equity investment strategy is to share best practice across the partner airlines, while seeking business and cost efficiencies. This strategic agreement with Adobe is a great example of that strategy in action.”

Chief Commercial Officer for Etihad Airways, Peter Baumgartner, added, “The aviation group’s digital presence not only plays a vital role in establishing our brand leadership, but is also critical to the business vision. Our digital transformation plans will also be deployed in the new Midfield Terminal at the airline’s hub at Abu Dhabi Airport. This will include improvements to digital signage and mobile tracking capabilities to enhance services for guests.”

President of Adobe Asia Pacific, Paul Robson, stated, “We see this as a highly strategic partnership with a group that is not only renowned for its delivery of outstanding service, but is also a digital innovator. The biggest factor driving the decision for Etihad Airways was the seamless integration between the eight powerful solutions that comprise the Marketing Cloud that will enable scalability across the group’s global operations. This is typical of how customers are seeking to implement more complex, holistic solutions across the whole of the business rather than deploy just point products.”

The companies also pointed out that their partnership will ensure “enablement training” for hundreds of Etihad Airways employees and those of its partners who will be involved in the digital transformation of their businesses. The training is expected to provide an opportunity to boost the wider digital skillset of staff in areas such as analytics, cross-channel campaign management and social media measurement from the headquarters in Abu Dhabi.


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Tracy Venkatesh

Tracy Venkatesh

Tracy Venkatesh has spent twenty years working and interacting with a socioeconomically diverse population in both the private and public sectors, and has held positions in multiple verticals including content development, healthcare, customer relations management, defense and law enforcement.

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