Bahrain's national carrier, Gulf Air, is undergoing a strategic overhaul that includes refreshing its fleet alongside a network expansion targeting key financial centers and leisure destinations. This move comes as the airline, approaching its 75th anniversary next year, grapples with a multi-year restructuring plan.
Jeffrey Goh, Chief Executive of Gulf Air Group Holding, acknowledged the challenges posed by the current backlog in new jet deliveries from major manufacturers like Airbus and Boeing. Despite this, Gulf Air anticipates receiving Airbus narrow-body and Boeing wide-body aircraft within the next three years. However, the airline is conducting a comprehensive fleet review that factors in the extended wait times and production hurdles faced by aircraft manufacturers.
This strategic review coincides with the initial stages of Gulf Air's multi-year transformation plan implemented by Goh upon his appointment in January 2023. The plan hinges on a two-pronged approach:enhancing the customer experience and revamping the route network.
Focusing on passenger comfort, Gulf Air has rolled out initiatives like complimentary in-flight Wi-Fi, upgraded airport lounges, and a revamped in-flight catering service. Additionally, a complete overhaul of the airline's loyalty program is expected to be unveiled by early 2025.
On the network front, Gulf Air has set its sights on expanding its presence in key financial hubs like Zurich and Tokyo. Premium leisure destinations in Spain are also on the radar, catering to a growing segment of travelers. Furthermore, the airline seeks to increase flight frequencies to prominent religious pilgrimage sites like Madinah, Jeddah, and Najaf.
This network expansion aligns with Gulf Air's aspirations to solidify its position as a leading carrier for both business and leisure travelers. By offering a modern fleet alongside an enhanced customer experience and a strategically expanded route network, Gulf Air hopes to navigate the industry's current challenges and secure a profitable future.
