Delivering a premium travel experience Leah Valentine An ambitious digitization project makes airport check-ins fast and easy 6-minute read2 An ambitious digitization project makes airport check-ins fast and easy assenger air travel is a highly competitive industry with low margins and price-sensitive consumers. While budget airlines can cut costs—and service levels—to the bone, premium carriers must create memorable travel experiences that people will want to repeat. For Etihad Airways, the challenge is to stand out from other premium carriers operating the same routes. With its Guest 360 and Choose Well programs, Etihad aims to personalize each customer’s preferences—for meals, in-flight services, transportation, and so on— such that passenger expectations are met, ex

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