In line with its five-year strategy to win more customers, Bahrain’s national airline, Gulf Air has announced a new direction which will see it adopt a boutique business model concept with a greater focus on product and customer experience. Taking some inspiration from developments in the hospitality industry over recent years, Gulf Air will differentiate itself from its larger, more volume-driven airline competitors as a boutique airline with a luxurious, personal touch that are intended to give it a competitive advantage.
The plan was announced during during Gulf Air’s commercial conference held in Manama, Bahrain earlier this month, attended by the airline’s senior executives, the Bahrain Tourism and Exhibitions Authority (BTEA), Bahrain Airport Company and Gulf Air Group. It was announced that that the boutique feel will become clear in the airline’s new aircraft fleet, which will include a new Falcon Gold class offering, new exclusive products, new destinations for 2019 and its presence in the new terminal at Bahrain International Airport due to open towards the end of the year.
Gulf Air chairman, Zayed R. Alzayani said, “This is an even more exciting year for Gulf Air as we continue our efforts and plans to portray the airline as a solid national asset that serves the Kingdom of Bahrain and yet caters to an international audience. Today we announced our boutique concept, which will see the airline adapt a new business model to shine amongst the competitors in our own unique way. Working hand in hand with Gulf Air Group, BTEA and BAC with the launch of the new terminal, will allow the new Gulf Air to represent Bahrain to the world and open more bridges to and from the island”.
In 2018, Gulf Air announced its new five-year strategy, which began with the delivery of five Boeing 787-9 Dreamliners and one Airbus 320neo, as well as opening six new destinations: Alexandria and Sharm El Sheikh in Egypt, Baku in Azerbaijan, Casablanca in Morocco and Bangalore and Calicut in India. With the new business model concept, Gulf Air will expand to more boutique destinations in 2019 and continue its fleet modernization program by receiving additional two Dreamliners and five A320neos this year. The airline’s new livery and brand identity were also launched in 2018, including a new logo, color pallettes, uniforms, cabin definition and refreshed look and feel.