Etihad Airways ramps up digital capabilities with Adobe

Etihad Airways has struck a partnership with Adobe to boost its digital offering across the company's loyalty program, direct sales, marketing and social media channels.The "digital transformation" partnership will see Etihad roll out a range of cloud solutions to offer a seamless and more personalised digital experience for its businesses and guests.Peter Baumgartner, chief commercial officer for Etihad Airways, said the aviation group’s digital presence plays a vital role in establishing brand leadership and is critical to its business vision. "Our digital transformation plans will also be deployed in the new Midfield Terminal at the airline’s hub at Abu Dhabi Airport. This will include improvements to digital signage and mobile tracking capabilities to enhance services for guests.”Paul Robson, president of Adobe Asia Pacific, added the biggest factor driving the partnership was the seamless integration across the group’s global operations. “This is typical of how customers are seeking to implement more complex, holistic solutions across the whole of the business rather than deploy just point products.”The partnership also delivers training for Etihad Airways employees and its partners in areas such as analytics, cross-channel campaign management and social media measurement from the headquarters in Abu Dhabi.