ETIHAD Aviation Group - Innovation in General Utility Apps
Company: ETIHAD Aviation Group
Company Description: Etihad Aviation Group, a diversified global aviation and travel company, is considered to be one of the world’s most acclaimed aviation brands. Etihad Airways, the national airline of the UAE and a division of the group, was formed in 2003 and quickly went on to become one of the world’s leading airlines. In recent years, the organisation has received numerous awards for its superior service and p
Nomination Category: App Categories
Nomination Sub Category: Award for Innovation in General Utility Apps
Nomination Title: Etihad Guest Mobile Application
Provide the date on which this nominated app was first publicly distributed: June 2020
Provide an essay of up to 625 words describing the app and the innovative aspect of the app that you are nominating:
Made to reflect the lifestyle and choices of Etihad’s guests, the Etihad Guest Mobile Application provides the platform for continued engagement with Etihad’s most loyal guest members, starting from point of enrollment into the programme. The Etihad Guest Mobile Application allows members to accrue and redeem miles in real time with selected partner merchants in a world-first for an airline application. The application also comes powered with an AI chatbot assistant, giving guests access to support and services at any time of day, with minimal effort.
Impact on customer or internally
Since launch of the Etihad Guest Mobile Application, 5,851,831 miles have been accrued and 6,542,334 miles have been redeemed by our guests through the application.
How it was developed
The vision for the Etihad Guest Mobile Application was first developed through a 3-day design thinking sprint held in partnership with VISA’s innovation lab. Following this, a series of discovery workshops took place amongst key stakeholders, developers and our technology teams, and the application was developed using the Scaled Agile methodology with launch taking place in June 2020.
Benefits it has added
The Etihad Guest Mobile Application introduced a whole host of new services and features for Etihad Guest members including:
-Seamless miles earn and spend across partner networks through direct link of their Visa card to the Application
-Personalised offers and experience based on member preferences
-Live dashboard to allow tracking of transactions
-Real time notifications of miles earn and burn
-Access and recommendations to geo-located partners and offers across various categories
-Digital Loyalty Card with scannable barcode for lounge access
-Co-branded credit/debit card application
-Linking and storage of credit/debit card to earn and collect miles for each spend
-AI-powered chatbot for account servicing and conversational commerce