The carrier has had out-sized ambitions since its inception and has worked since launch to achieve the scale to become a regional leader. For the time being, Etihad's ambitions are at least as much linked with promoting petroleum-rich Abu Dhabi as a destination for business and tourism activities as with running a profitable air transport concern.



In Feb-06, Abu Dhabi Crown Prince Shaikh Mohammed bin Zayed Al Nahyan, stated "the objective behind the airline establishment is to promote the tremendous tourism potential of Abu Dhabi [and provide the] best transportation facilities to the residents".

Although the carrier has established non-commercial objectives as its chief raison d'etre, management, which was in Sep-06 joined by new CEO, James Hogan, has worked to insert a more commercial focus to the carrier's operation.

One example is the setting of a timeframe for the carrier to start earning profits. Hogan stated that, "what's important to the shareholders is that by 2010, Etihad can stand on its own two feet. The next three years is really about getting the glue, getting the right inventory systems in place, the right yield management and the right processes that manage the quality of revenue".

Another example is the up-scaling of the cargo arm, Etihad Crystal Cargo. The freight division used bellyhold capacity and three A300-600Fs to carry 134,000 tonnes and generate 2006 revenue of USD216 million, doubling 2005 figures. The unit forecasts that it will carry more than 200,000 tonnes in 2007.