New Strategy Outlined at Gulf Air Conference

Gulf Air, the national airline of the Kingdom of Bahrain, Oman and the UAE, will hold a three-day marketing conference from 13 January 2003 for delegates from all across its network.

More than 200 delegates, including area managers, airport managers and sales managers from Gulf Air’s owner states and other out stations will attend the conference where the implementation of the airline’s recently approved three-year strategy will be outlined in a presentation by President & Chief Executive, James Hogan.

Explaining the conference agenda, John Butler, Vice President Sales and Marketing at Gulf Air said: “Communication is central to our new marketing plan. We have to consistently communicate our brand and our products and services in what has become a very competitive market. This process must begin with our staff, and it is important that everyone, especially those people at the frontline, have all the information they need in working towards our goal.”

Time has also been allocated for presentations on all elements and areas of the airline’s operations as part of this process.

“Our objective to become commercially successful is all about winning. Gulf Air needs to win back its market share and its rightful place as a world-class airline. However, this process starts with winning customers.”


“This conference will be a roll-your-sleeves-up, working meeting to integrate and standardise sales, marketing and service activities in all areas of the airline’s operation, and to re-inforce our commitment to becoming a customer-driven airline,” said John Butler.

The new direction and active approach we propose to take to our customers and the market has already been in evidence in a number of successful initiatives, including the introduction of the in-flight chefs in Gulf Air’s First Class Cabin, and Gulf Air Holidays Arabian Experience, which was launched in an ambitious advertising and marketing campaign unprecedented in the airline’s history.

Gulf Air was founded in 1950. Today, it is owned by the Kingdom of Bahrain, Oman and the UAE, and is the only truly pan Gulf airline in the region. The airline’s network stretches from Europe to Asia and covers 43 cities in 32 countries. The fleet is one of the most modern in the Middle East and comprises 30 aircraft.

The airline is in the first year of a three-year strategic recovery programme, headed by President & Chief Executive, James Hogan. The airline’s aim is to further evolve by taking its renowned cultural strengths, which have been gained over more than half a century, into a global environment.

Gulf Air is also intent on ‘going the extra mile’ for its customers. It has subsequently made a concerted effort to focus on efficiency, to eliminate bureaucracy and implement processes that are required, above all, to improve customer satisfaction.