Etihad Airways has unveiled a new and improved economy dining concept and retail offering on all its flights as part of a wider programme of enhancements to its inflight catering.

In addition, the airline has announced a major economy transformation programme starting with the cabin upgrade and refurbishment of 23 narrow-body Airbus A320 and A321 aircraft which are used mainly on short-haul regional services and further afield to 38 Etihad gateways within five hours of flight from Abu Dhabi.

The retrofit programme, which includes new personalised wireless streaming entertainment to smartphone and tablet devices, is scheduled for completion in August this year.

Etihad introduced these new developments at the Arabian Travel Market, currently taking place in Dubai, together with a new advertising campaign, Go Your Own Way, using Fleetwood Mac’s classic as its soundtrack.

As part of the airline’s overall Choose Well brand platform, the campaign will drive greater awareness of Etihad’s commitment to providing its guests with greater control, choice and value by personalising their travel experiences.

Tony Douglas, group chief executive officer, Etihad Aviation Group, said: “Etihad has always been a challenger brand, shaping the future of travel as the market constantly changes.

“We are bringing the leadership and innovation to Economy travel which we have long established in our award-winning business, first and Residence cabins.

“As part of our Choose Well promise, we are empowering our guests with more control of their travel experiences, through onboard digital transformation, improved choice and redesigned cabins and products.

“As a leading full-service airline, Etihad is adapting to meet the specific needs and requirements of all travellers, providing more of what they really want to enjoy inflight.

“This not only delivers greater choice and personalisation, it also ensures we continue to provide a superior, commercially wise and sustainable service offering.”

Etihad has launched a redesigned and enhanced complimentary dining concept on all its flights.

On journeys of over three hours, the main course of the core complimentary dining service is now a larger, contemporary bistro-style meal which is higher in quality, with a focus on fresh seasonal ingredients and more destination focused choices.

A new curved triangular base plate design reflects the heritage of Abu Dhabi and is made using recycled materials.

New cutlery is 85 per cent lighter, reducing aircraft weight and fuel burn.

Each year, the airline will also remove 27 million plastic lids, and other containers, supporting its drive towards greater sustainability and to reduce the use of single-use plastics by 80 per cent by 2022.

As part of the new dining sequence, delicious dessert items will be served separately with the after-meal coffee and tea service, reducing clutter on the tray during the main meal.

On shorter flights, dessert will be served with the main meal.

Etihad is progressively upgrading the economy cabins of its narrow-body fleet of Airbus A320 and A321 aircraft.

These are used mainly on short-haul regional services, and further afield to 38 Etihad gateways within five hours of flight from Abu Dhabi.