Etihad Airways is preparing to introduce a new generation of airport lounges, with a redesigned facility at London Heathrow scheduled to open in summer 2027 as part of the airline’s broader investment in its premium ground experience.
The Heathrow facility will be the first Etihad lounge to fully adopt the airline’s new “Beyond Borders” design language. The concept is intended to create a stronger visual and experiential connection between the airline’s airport lounges and aircraft.
The initiative is part of Etihad’s wider Beyond Borders product and service strategy, which seeks to create greater consistency throughout the passenger journey.
Etihad is investing across its aircraft, lounges, dining, amenities, wellbeing, connectivity and service offerings under a reported $20 billion investment programme covering new aircraft and customer experience. This includes a $1 billion fleet retrofit programme.
The redesigned Heathrow lounge will serve as the first complete implementation of the new concept. Etihad gave visitors at its Arabian Travel Market stand an early preview of planned features, including a central showpiece installation and a redesigned bar.
The design approach will later be introduced at new Etihad lounges across the airline’s network. The facilities are intended to act as premium gateways to the Etihad experience while reflecting the design principles and hospitality standards of the Beyond Borders programme.
The lounges will feature dedicated spaces for Business and First passengers, alongside private suites for guests travelling in The Residence.
Arik De, Chief Revenue and Commercial Officer at Etihad Airways, said the London Heathrow lounge would begin a new phase for the airline’s premium ground experience. He said the facility would combine a distinctive Etihad identity with elements connected to Abu Dhabi.
According to De, the Beyond Borders strategy is intended to give passengers a recognisable Etihad identity throughout their journey, while allowing individual lounges and aircraft to retain their own character rather than following an identical design.
The new design language draws inspiration from Abu Dhabi and the concept of “sand to superstructure”, reflecting the emirate’s natural environment, architecture and development. The design was first incorporated into Etihad’s latest aircraft interiors and will now extend to airport lounges through common materials, textures, lighting and signature elements.
Rather than creating identical lounges across its network, Etihad plans to use recognisable design features while allowing each facility to respond to its location and specific purpose.
The announcement follows the unveiling of Etihad’s new A330 cabin at Arabian Travel Market, along with the presentation of its Beyond Borders design concept on the A321LR.
The aircraft and lounge projects form part of Etihad’s broader effort to create a more connected passenger experience across airports, lounges, aircraft and destinations.
London Heathrow will serve as the starting point for the new global lounge programme, with further developments planned as Etihad expands its network and extends the Beyond Borders experience.
Source: TradeArabia