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.
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."