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  Travel
Etihad Airways Innovates Upgrade Program
to a Dynamic Live Auction

Jamal Al Awadhi, Etihad Airways Head of Guest Experience Commercial

Abu Dhabi, United Arab Emirates — Etihad Airways has enhanced its upgrade offering to a dynamic live auction which will make it easier for customers to secure a premium seat in a higher cabin class.

Customers will be able to take part in a bidding system where real-time notifications of their bid will be displayed on their screen, allowing two or more individual bids at the same time. Regular email and SMS updates will also be sent to notify them if they have been outbid.

Jamal Al Awadhi, Etihad Airways Head of Guest Experience Commercial, said: “A first in the region, this dynamic live auction will give guests the chance to select a premium offering at a price they are willing to pay by putting them in control of the experience.

“This new gamification layer will also add a fun element to travel before the journey begins, as passengers compete with each other. Our mobile responsive website makes it even easier for guests to bid on the go.”

Customers will receive an email invitation to bid for a one-cabin upgrade seven days prior to their flight or they can visit etihad.com to join directly.

The auction will take place from 24 to six hours before their flight’s departure. Once the auction closes, the successful winner will be notified immediately.

Bidding guests are encouraged to still check-in online up to 48 hours prior to departure as the optimised system will still process their upgrade. If an upgrade offer is accepted, a new boarding pass will automatically be available on the Etihad Airways Mobile App or one will be provided at check-in.

Future enhancements will enable Etihad Guest members to use their miles to bid for an upgrade.

Etihad Airways has been offering guests bidding upgrades since 2012. It is particularly popular on routes operated by the airline’s Airbus A380s from Abu Dhabi to New York, London, Paris and Sydney.



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