Why Forbes called Etihad Airways "genius"

Let’s be honest. You’re probably not the only one doing what you do. But how do your potential clients see you, compared to others in your field?

Etihad Airways has made a genius move to position themselves as the health and wellness Airline, ever since planes started flying again.

A lot of companies have the opportunity to position themselves as a part of the solution, or to make it look like they don’t give a shit during this highly emotional time. And by positioning themselves in a way that shows they care about passenger safety, Etihad has created a category of one.

Let’s take a look at how they’ve actually done this.

1. Business class and first class travellers get a balaclava-like snood that’s washable, reusable and environmentally friendly.
2. They’ve rolled out a “comprehensive wellness program” that includes mandatory COVID-19 testing before flying.
3. They have these “wellness ambassadors” who are available on the phone 24/7. They’re in the airports at the Etihad counters, and they’re actually on the planes to ensure that all the safety protocols are being followed to a T.

So the next question is, what the hell does this have to do with you and your business?

How you position yourself, is how you’re seen by your potential clients.

And imma be honest. If I was planning on going somewhere that Etihad flew…..I’d be more likely to choose them, and more likely to upgrade my seat, simply because they position themselves so well around something I care about a lot.

So I want you to think about how your offer is positioned, next to others in your space.

How is it better? How is different? And why should they choose YOU over a cheaper option?