Etihad Airways, the UAE’s national airline, has signed a memorandum of understanding (MoU) with e& UAE, the telecommunications division of global technology group e&, to explore new areas of collaboration. The partnership focuses on enhancing customer experience and strengthening synergies across loyalty programs, marketing, sales, and knowledge-sharing, supporting Abu Dhabi’s growth as a global destination.
A key component of the partnership is a loyalty program integration. Etihad Guest and Smiles platforms will be linked, allowing members to transfer and redeem points across both programs more seamlessly, with enhanced benefits tied to tier status. This initiative aims to increase engagement and brand loyalty, providing added value for Etihad and e& UAE customers.
Both companies are committed to promoting Abu Dhabi as a top business and leisure destination by leveraging shared resources to highlight the city’s unique offerings. This includes increased promotion of Etihad’s Stopover Programme, encouraging transit passengers to explore Abu Dhabi’s vibrant culture, attractions, and beaches.
Antonoaldo Neves, CEO of Etihad Airways, commented: “We’re proud to embark on this partnership with e& UAE, showcasing our commitment to exceptional customer service and to promoting Abu Dhabi as a leading destination. This collaboration covers multiple areas, from loyalty programs to business synergies, and we are excited about the potential benefits for our customers.”
Masood M Sharif Mahmood, CEO of e& UAE, said: “This partnership is a significant step as we leverage our combined strengths. We aim to increase engagement on both Etihad Guest Miles and Smiles platforms, enhancing the customer experience while positioning Abu Dhabi as a premier global destination. Strategic partnerships are key to unlocking customer value and expanding benefits within our loyalty programs.”
The MoU also explores support for the small and medium-sized business (SMB) sector. Through joint initiatives, Etihad and e& UAE are considering customized solutions for SMBs, promoting sustainable growth and mutual success.
Additionally, the collaboration emphasizes knowledge-sharing between the two companies, facilitating data-driven decision-making to better anticipate customer needs, recognize seasonal trends, and respond to market shifts. This aligns with the long-term vision of both Etihad and e& UAE to elevate the UAE’s global standing and enhance customer-focused offerings.
