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GULF AIR SETS NEW STANDARDS OF DESIGN AND TRAVEL COMFORT WITH OPENING OF NEW AIRPORT LOUNGE IN BAHRAIN

With the airport experience around the world now more stressful than ever, Gulf Air has taken a major step towards reducing traveller tension.

The airline has opened a new, state-of-the-art dedicated lounge for First and Business Class passengers at Bahrain International Airport, setting a new standard in terms of contemporary design and product features.

"The new lounge is important to Gulf Air in many ways," explains President and Chief Executive James Hogan. "Apart from adding value in terms of enhancing passenger comfort, especially in the form of privacy and personal space, this new development also reinforces our brand values in another dimension."

Situated in the former duty free area and covering some 1000 square metres, providing panoramic views of the runway, the Gulf Air lounge has a unique character and reflects the true spirit of Gulf Air which is encapsulated in the theme 'Ahlan Wah Sahlan - welcome to my home'.

"We have worked to provide many extra little 'touches' that make the lounge experience more enjoyable," Hogan adds. "A favourite place to sit, a special dish on the menu, the gracious host who greets you as a friend. These finer points will differentiate this lounge from the rest."

The new lounge also merges contemporary design and architecture with an Arabic influences resulting in an environment that combines peace and tranquillity, alongside an extensive array of modern-day business facilities. At the same time it pays particular attention to family and cultural values.

"One of several unique features is the 'lounge within a lounge' concept," explains Hogan.

"Individuals can rearrange these spaces to suit their own specific needs. They can simply relax, have something to eat or drink or work. The choice is theirs."

"Another significant feature is the individual seating. Many other airline lounges feature a large number of sofas, which does not utilise the space efficiently as they tend to end up being used by just one person. In the Bahrain lounge individual armchairs are used extensively in order make better use of space and provide for greater occupancy."

These individual spaces are balanced by the signature Gulf Air pods - a contemporary vision of the traditional majilis which reinforce the true reflection of Arabian hospitality. The Arabesque pods with their tent-like feel are unique and will become one of the key features of the concept.

Aesthetics are a key attribute in the lounge design. Water features coalesce with a clever layout of plant areas and pods, making it possible to forget you are actually in the middle of a busy airport.

Meanwhile, Gulf Air's outstanding on-board service, which has been instrumental in the rejuvenation of the airline, will also be extended to the new lounge. "Our aim, as it is on board, is to create a level and style of service that passengers will remember for a long time to come," said Hogan.

"Different passengers have different expectations from an airline lounge," he continues "For some it is the ability to rest and relax, for others it is an extension of the office, and for many it is the familiarity that comes from frequent visits. To that we have added a family experience, with a special area set aside for families and a games room featuring the latest in gaming technology - X boxes - which will keep the young and young at heart engaged for hours!

"There are distinct areas for First and business passengers as well as families," he adds. "The First area is a mix of leather and flamboyant fabrics which combine to produce an understated luxury."

John Brash, Creative Director of Landor, the branding agency chosen to work with Gulf Air on the entire re-branding project says that what has been created is a unique experience, and shows customers that the new identity is not just a new look and a coat of paint. Through the new lounge they are now able to 'feel and touch the new brand'.

"In reshaping Gulf Air to operate in the competitive market, the aim is to be distinguishable from its competitors, by moving away from the monotony and predictability of a generic international airline," he explained. "The new look builds on Gulf Air's strong geographic, historic and cultural links in the region. These Arabian values and rich traditions have been developed into a bold contemporary brand associated with energy, entrepreneurship, world-class professionalism, and exceptional service and all these attributes are reproduced in some shape or form in the new lounge."

"The end result is a feature that is very different and I believe has few rivals," he adds. "Not many airlines could do something like this as confidently as Gulf Air has." Although it is an international design, Brash says that no one is left in any doubt that they are in Arabia.

The new lounge is open 24 hours a day and is available to First and Business Class passengers and holders of Gold and Silver Frequent Flyer Cards.

About Gulf Air

Gulf Air was founded in 1950. Today, it is owned by the Kingdom of Bahrain, Oman and the UAE and is the only truly pan Gulf carrier in the region. The airline's network stretches from Europe to Asia & Australia and covers more than 45 cities in 34 countries. The fleet is one of the most modern in the Middle East and comprises 34 aircraft.

The airline is in the second year of a three-year strategic recovery programme, headed by President and Chief Executive, James Hogan. The airline's aim is to further evolve by taking its renowned cultural strengths, technical expertise, modern fleet and professional management team which have been developed over more than half a century, into a global competitive environment.

Gulf Air was recognised with the prestigious Airline Turnaround of the Year Award by the Centre for Asia Pacific Aviation (CAPA) in 2003.

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