DUBAI: Outgoing CEO of Gulf Air says the airline will continue to invest in growing its fleet and network capabilities.
The airline also aims to enhance its inflight services, as it faces fierce competition from other Gulf carriers. It also supports Bahrain’s tourism goal of attracting 14.1 million visitors by 2026.
Gulf Air, once known as the ‘grand lady’ of the Arabian skies, had to adopt a different strategy from the passenger volume-driven approach to rival the likes of Emirates, Etihad Airways and Qatar Airways.
Capt. Waleed AbdulHameed Alalawi, says the airline will pursue its goals by transforming into a ‘boutique luxury product’ for corporate and millennial travelers.
He also says the new passenger terminal at Bahrain International Airport – the biggest infrastructure project in the country’s history – has ‘enabled’ the airline to run at full capacity.
The experienced aviator led the airline through the COVID-19 crisis after starting his career with Gulf Air as a pilot in 1980.
Gulf Air’s CEO says the airline is a proud national asset of Bahrain that serves a global clientele.
He says the airline is waiting for new aircraft to join its fleet to support its expansion plan. “We are making significant progress in boosting our regional presence and our global market share,” he says.
Gulf Air has 39 aircraft in its fleet, including 8 A320ceo, 4 A321ceo, 10 B787-9 Boeing Dreamliners, 6 A320neo, 8 A321neo and 3 A321neo HD. It received its 10th Airbus A321neo in November.
Network expansion Gulf Air is looking for new opportunities to diversify its portfolio, especially in the Far East. It will start flying to China’s Guangzhou and Shanghai this month.
“China is a major economic and tourism player in the world,” the CEO says. “It is essential for our strategic network growth. These flights will give passengers more options and flexibility in their travel and create new avenues for trade, tourism and cooperation, benefiting both countries.
“The new routes will help us strengthen Gulf Air’s global network and link Bahrain with key global destinations under Bahrain’s National Economic Recovery Plan.”
Gulf Air flies from its hub at Bahrain International Airport to over 40 cities in Europe, the Middle East, Africa, the Indian Subcontinent and the Far East. It welcomed 2.8 million passengers in the first half of 2023, a 39.7 per cent increase from 2.01 million in 2022.
The airport handled 4.09 million passengers, a 43.2 per cent rise from 2.86 million last year.
Has the ‘boutique’ model helped? Alalwai says the ‘boutique business model’ has given the airline an edge over its rivals.
“We focus more on our product and customer experience, which gives us a competitive advantage,” he says. “It also reflects in our fleet modernization strategy, the Falcon Gold class offering, improved economy class experience, new destinations and more.”
Gulf Air is now concentrating on creating a product that caters to corporate and millennial travelers.
Bahrain International Airport’s new terminal (with a capacity of 14 million passengers per year) also follows a boutique model. “The design allows passengers to go through the Arrival and Departure areas faster than any other airport in the region, giving them more time to enjoy the facilities on offer,” the CEO says.
“The automation simplifies the most time-consuming processes, reducing waiting times and giving passengers a smooth experience,” he says.
The airline plans to increase its staff strength, especially in the senior management level, to support Bahrain’s aviation sector growth.