JEDDAH, 28 February 2004 — Air Travel in general has taken a lot of buffeting post-Sept. 11. But this year after nearly two years of caution, travelers are showing signs of taking to the air more frequently and airlines too have resorted to ways to woo the traveler back into their fold with innovative and unique offers.

With the global economy improving and business travel picking up, airlines are rolling out their own brand to appeal to travelers’ desires for greater comfort, convenience and individuality.

Gulf Air, founded in 1950, has gone one better with a personal approach in increasing travelers’ comfort. Building on its cultural strengths, Gulf Air recently inaugurated the airline’s new First and Business Class Lounge at Bahrain International Airport.

Sheikh Ali ibn Khalifa Al-Khalifa, the minister of transportation, officially inaugurated the new, state-of-the-art facility, whose design, while contemporary, reflects the Arabian cultural and artistic heritage central heart of the Gulf Air brand.

Sheikh Ali along with James Hogan, Gulf Air president and chief executive, Capt. Abdulrahman Al-Gaoud, the undersecretary of Civil Aviation, and senior officials from Civil Aviation and Bahrain Airport Services toured the facility after the official inauguration. “I believe our First and Business Class lounge sets a new standard for airport lounges in the Middle East,” said James Hogan. “We have designed a space in which we can provide the same high levels of care and Arabian hospitality on the ground as those enjoyed in the air. Our aim is to create a seamless memorable travel experience for all our customers,” he added.

The airline is in the second year of a three-year strategic recovery program and its 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 recognized with the prestigious Airline Turnaround of the Year Award by the Center for Asia Pacific Aviation (CAPA) in 2003.

Owned by the Kingdom of Bahrain, Oman and the UAE, the pan Gulf carrier in the region, has a network that stretches from Europe to Asia and covers 45 cities in 34 countries. The fleet is one of the most modern in the Middle East and comprises 34 aircraft.

The new lounge in Bahrain commands panoramic views of the airport and main runway. It is designed by Landor Associates, the brand consultants behind the airline’s corporate identity, and provides customized areas for First and Business Class travelers. Special provision is made for families in a comfortable, informal area, which leads into a unique computer zone for children. In addition to a ‘quiet room’, the lounge has separate prayer rooms for men and women, and beautifully appointed bathrooms and showers

In response to the CAPA award, Hogan said: “I am delighted to hear of this award, and the industry recognition for the unprecedented change that has taken place at Gulf Air. Few people either in the market or the industry believed that a turnaround for the airline was possible. At the beginning of 2002, the company was all but written off, when the Board gave the management team a brief to restructure the airline with the aim of restoring Gulf Air as a world class commercially viable operation.”

A year down the line the figures speak for themselves. The first year of the three-year plan, has been one of unprecedented change and innovation in Gulf Air resulting in a strengthened financial position and much higher market visibility.

Gulf Air in the past year introduced its new corporate identity and the commencement of the rebranding program. This followed in June with the introduction of the Gulf Traveller, the unique all economy full service subsidiary, which operates out of Abu Dhabi.

Gulf Air’s suite of electronic products and services was enhanced by the introduction of the region’s first electronic check-in kiosks at the airports in Bahrain, Abu Dhabi, Dubai and Oman. Other services added include worldwide traveler notification via short message service (SMS) and the downloadable e-timetable.

Technological innovation reached its high point in September when the region’s first Worldwide Customer Contact Center was opened in Oman.

Gulf Air also announced its sponsorship of the first Grand Prix to be held in the Middle East. The airline is to be the major and naming rights sponsor for the Gulf Air Bahrain Grand Prix to be held in April 2004. This world-class event will provide opportunities for the airline to showcase Arabian hospitality. It is also in line with its commitment to promote tourism and travel into the entire region. The latter part of the year saw the introduction another world first when the unique Norland-trained Gulf Air Sky Nanny was announced to provide professional child care to younger passengers on board long-haul flights.