Etihad rethinks future of its airport lounges under The House brand

By David Flynn, October 3 2018

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

David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.

Ourmanin

Ourmanin

Singapore Airlines - KrisFlyer

08 Jun 2018

Total posts 65

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?

mickeyg

mickeyg

Virgin Australia - Platinum

26 Jun 2011

Total posts 46

"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.

spudseamus

spudseamus

25 Feb 2012

Total posts 78

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

Alan Whitley

Alan Whitley

02 Oct 2018

Total posts 1

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

StudiodeKadent

StudiodeKadent

20 May 2015

Total posts 584

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.

ryanpst

ryanpst

Qantas - Qantas Frequent Flyer

27 Jun 2013

Total posts 37

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

icarusol

icarusol

UA

30 Jun 2015

Total posts 12

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?

Joe

Joe

03 May 2013

Total posts 385

Gulf Air all over again

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