The direct Palma–Abu Dhabi route begins this Friday, the 18th, amid an intensive promotional campaign by Etihad Airways to counter the sharp drop in demand caused by the outbreak of conflict in the Middle East. This campaign is complemented by an aggressive price-cutting strategy, improvised to stimulate residents’ interest in this new route. In fact, practically since the start of the war in Iran, travel agencies in the Balearic Islands have been selling tickets for half the previously available prices.
As a result, round-trip tickets from the Balearic Islands are currently available for about €700, whereas at the beginning of the year they were selling for €1,300 or more. The truce, which, despite being unstable and dependent on ongoing negotiations, has prevailed in the region for weeks, has helped to ease tensions and, in doing so, has revived a flow of bookings that had completely stopped in March and April. Add to all this the hopeful—though, as always, unreliable—predictions from Donald Trump about the end of the war, as he stated in his remarks this very Friday.
As for the promotional campaign, for several days now, huge billboards have been displayed on the streets of Palma with the slogan “Mallorca: Luxury Arrives June 12” (a sign that can be seen in the image accompanying this article). Etihad has complemented these posters with an additional initiative, installing a promotional stand in the Plaza de la Porta Pintada where it serves free coffee and ensaimadas to pedestrians.
Etihad Airways is maintaining the three originally scheduled weekly flights on Tuesdays, Fridays, and Sundays, departing Abu Dhabi at 2:55 AM and arriving in Palma at 8:15 AM. The return flight departs from Palma at 10:00 AM and arrives in Abu Dhabi at 7:00 PM. The cheapest fares for this flight, EY115, will not cost less than €800. The flights will be operated by Etihad’s new Airbus A321LR. Etihad representative Tiago Philimore stated at a meeting with the Council of Mallorca at the Madrid International Tourism Fair (Fitur) that the company’s future goal is to extend the operating season and, if possible, achieve a daily flight.
The airline has high expectations for demand from the Balearic Islands. In fact, they expect this to account for around 34% of the total. This is a fairly high percentage, especially when compared to the other intercontinental route starting this year, the one from Palma to Montreal, where local demand is expected to be less than 10%. This and other topics will be discussed this Friday in a roundtable discussion at the Born Boutique Hotel with Etihad Airways’ Head of Revenue, Arik De, and Head of Digital, Frank Meyer.
The company’s CEO, Antonoaldo Neves, recently highlighted that Palma “is the perfect addition to our summer schedule: from marinas and a vibrant nightlife to secluded coves and historic villages, Mallorca has something for every traveler. We are very much looking forward to connecting our passengers from Abu Dhabi and across our entire network with this Balearic gem. The ultimate summer getaway.”
Pedro Fiol, president of the Balearic Islands Travel Agents Association (AVIBA), agrees with this opinion. “We should always celebrate the expansion of international connectivity through new routes like this.” He also highlights the fact that Etihad is an airline that allows stopovers in Barcelona and Madrid with cheaper connections than those offered, for example, by Emirates or Qatar Airways. This factor makes it “highly valued by local agencies and clients.”
Fiol also highlights the promotional efforts the company has made to generate interest among travelers to the Balearic Islands. “We have been surprised that, despite the war in Iran, there have been no cancellations in recent months.” From the outset, the company opted for a cautious approach before proceeding to restructure its operations, waiting to see how the conflict would unfold. The outlook, as it stands today, has improved significantly.
