Name: Geert Boven
Title: Senior Vice President, Americas
Company, city: Etihad Airways, New York
Number of employees: 10,000+ worldwide; 105 in the Americas
Recent project: Restructuring and expanding the U.S. sales organization
First job: Management trainee with KLM Royal Dutch Airlines, based in Nigeria
Little-known fact about you: I am an expert on the history of the Dutch East India Company (VOC) between 1600 and 1799 — and, naturally, on New Amsterdam, known today as New York City.
Your Business
Essential business philosophy: Adopt a “can-do” attitude and take ownership of your destiny.
Best way to keep a competitive edge: Continuous innovation.
Yardstick of success: Deliver a clear vision and achieve targets as a cohesive team.
Geert Boven as a Traveler
Most important item when traveling: Bose Acoustic Noise-Cancelling Headphones and an iPod.
How I spend time on board: Working, sleeping on night flights and enjoying music.
Favorite restaurant in the world: Oyster Bar, Grand Central Terminal, New York.
Favorite destination in the world: South Africa.
About Etihad Airways
What travelers can expect from Etihad: We believe flying should be more than a necessary transfer from Point A to Point B. It should be an enjoyable part of a holiday or business trip — something to anticipate. We measure ourselves not only against other airlines but against the finest hotels and restaurants worldwide. Inspired by innovation and a willingness to think beyond conventional aviation standards, we continually develop distinctive onboard experiences. Programs like our Onboard Chef and the Mezoon Grille fine-dining service in Diamond First Class provide guests with exceptional choices, including prepared-to-order grill dishes and the chance to have a chef customize side dishes and sauces to individual tastes. Our goal is to reintroduce world-class hospitality to the sky, and we have several exciting concepts underway.
What makes Etihad’s onboard offerings unique? Our “Inspired Service” philosophy sets us apart. From Diamond First to Pearl Business and Coral Economy, guests enjoy comfortable surroundings and attentive, thoughtful service throughout every stage of their journey, both in the air and on the ground.
Diamond First guests travel in private suites with luxurious Poltrona Frau leather seats. A classically trained first-class chef greets each guest to explain the menu and take personalized orders. We integrate fresh local ingredients from Abu Dhabi Organic Farms into our menus—produce, eggs and honey—that can also be used to create bespoke dishes.
Pearl Business Class features true lie-flat beds on all long-haul aircraft, ensuring a restful journey. Our qualified food and beverage managers recommend dishes and wine pairings tailored to individual preferences.
Coral Economy Class offers three menu choices tailored to each route and a broad selection of hot beverages, including cappuccino and hot chocolate. On long-haul flights, passengers enjoy special mid-flight treats such as ice cream or flavored popcorn.
In addition, every seat is equipped with a private screen and access to more than 600 hours of audio-video-on-demand entertainment through our award-winning E-Box system.
Plans for expansion in North America: In the United States, we have a comprehensive codeshare and frequent-flyer partnership with American Airlines, which allows us to offer more than 60 domestic destinations across North America with smooth connections via Toronto, New York and Chicago to Abu Dhabi and beyond. We are launching service to Washington, D.C., on March 31, and we are evaluating opportunities on the U.S. West Coast for future expansion. On June 1, we will begin service to São Paulo, Brazil, our first destination in South America. It’s an exciting period for Etihad Airways in the Americas.