Soaring Expectations: Etihad Airways CEO Projects 200,000 Visitors for Abu Dhabi Stopover Program in 2023

Etihad Airways' stopover program in Abu Dhabi is seeing remarkable growth, with nearly 200,000 visitors expected this year compared to just 85,000 in 2023. The program, launched in May 2024, offers travelers free hotel stays when they extend their layovers to explore the UAE capital.

CEO Antonoaldo Neves revealed that July saw the highest number of stopover visitors despite being peak summer season. The program represents a five-fold increase from 2019 numbers, showing how airlines are turning transit hubs into tourism gateways.

Here's how it works: passengers booking through Etihad can use one credit card payment to handle everything - visas, hotels, and flights - all through a single platform. Travelers get free hotel stays for up to two nights at premium properties across Abu Dhabi when they add a stopover to their journey.

The strategy goes beyond one-time visits. Many guests who initially stopped over for short trips are returning for longer vacations. This creates a pipeline effect where brief stopovers convert into extended tourism visits later.

For airlines, these programs help fill hotel rooms and boost passenger numbers during typically slower periods. Abu Dhabi's tourism department partnered with Etihad on this initiative, combining the airline's route network with the emirate's hospitality infrastructure.

Etihad carried 14.2 million passengers in the first eight months of 2024, up 18% from the previous year, with an 88% load factor. The airline expects 21.5 million passengers this year and projects 15% growth next year to reach 24-25 million travelers as it expands routes and fleet size.

The success reflects broader competition among Gulf carriers to maximize revenue from their geographic positions between Europe, Asia, and Africa. Emirates and Qatar Airways run similar programs, but Etihad's integrated booking system streamlines the process compared to competitors.

Sports partnerships also play a role in the strategy. Etihad sponsors events across football, basketball, cricket, Formula 1, and badminton to connect with travelers in different markets across Europe and Asia. These aren't just sponsorship deals but targeted marketing to specific passenger segments.