ATM 2026: Etihad unveils new A330 product as it invests $20 billion in fleet and guest experience

Etihad Airways has unveiled its new “Beyond Borders” product and guest experience at Arabian Travel Market (ATM) 2026 in Dubai, introducing redesigned cabins and a new design language that will be extended across parts of its fleet.

The centerpiece of the launch is Etihad’s new Airbus A330 cabin, featuring redesigned First, Business and Economy cabins. The Beyond Borders design will also be introduced across the airline’s A321LR aircraft, creating greater consistency between its cabins and premium spaces.

The new A330 is scheduled to enter service in September 2027, with 15 aircraft set to join Etihad’s fleet over five years. The three-cabin aircraft will serve regional and medium-haul routes across Europe, Asia and the Middle East.

The aircraft will feature four First suites, each with a closing door, 32-inch screen, wireless charging and dedicated storage. The Business cabin will have 24 fully lie-flat seats with direct aisle access, sliding doors and 17.3-inch screens.

Economy will include 252 seats, with 32 in a dedicated Extra Legroom section offering four inches of additional pitch. The cabin will also feature 13.3-inch 4K touchscreens and personal charging.

First Class will play a larger role in Etihad’s fleet as the airline expands the product through new aircraft and retrofit programs. The A321LR, which already features First suites and fully lie-flat Business seats, is being used as a model for extending premium products to regional and medium-haul routes.

Etihad said it is investing $20 billion in new aircraft and customer experience, including a $1 billion fleet retrofit program. The airline is also working to extend the Beyond Borders concept beyond aircraft cabins to lounges, dining, amenities, wellbeing and connectivity.

The new design is inspired by Abu Dhabi’s landscape and architecture, with lighter cabin interiors and shared design elements intended to create greater consistency across aircraft and lounges.

Etihad CEO Antonoaldo Neves said the airline is increasing the number of First seats across its fleet as part of the program, while further Beyond Borders products and experiences are expected to be announced in the coming months.