Etihad is to start sharing space in its lounge at London Heathrow.
The Abu Dhabi flag-carrier, which lost $1.95 billion in 2016 and $1.52 billion in 2017, has launched a new brand, The House, in partnership with No1 Lounges.
Etihad Airways’ lounge at Heathrow will be rebranded: The House, home of Etihad Airways and other leading airlines.
The scope of the new lounge brand may be expanded to include other lounges.
No1 Lounges has worked closely with Etihad Airways to create a “bold, contemporary and aspirational” experience.
Linda Celestino, Etihad Airways vice president guest experience and delivery, said: “This is an innovative development for Etihad’s international lounge offering.
“No1 Lounges stood out for their operational skill and expertise, and for their creative approach to Etihad’s lounge needs.
“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.”
Complimentary entry will continue to be offered to Etihad Airways business- and first-class customers, as well as those in the Residence.
The airline will also offer paid-for access to The House for its economy travellers.
The lounge will also continue to be used by the premium passengers of a small number of other airlines and, subject to availability, will be available for purchase by passengers of other airlines.
Phil Cameron, chief executive, No1 Lounges, said: “We have worked closely with Etihad Airways over the last year to develop a new brand which complements its world-class in-flight service, to modernise the lounge interiors and to broaden the lounge’s appeal.
“We applaud Etihad Airways for breaking new ground, by working so closely with an independent operator like No1.
“Together, we have found ways of improving the lounge experience for the airline’s guests, while creating a much more effective operating model.”
From launch, guests will enjoy a new, white-linen dining experience and a more extensive bar service, including freshly squeezed juices and smoothies, world coffees and a more sophisticated wine list.
Over the next year, the lounge will be reconfigured to include new lounge areas, bar, dining room, and reading room, as well as upgraded showers and prayer rooms.
The new bar will also offer a comprehensive cocktail and mocktail list.