The ‘New Spirit of Africa’ Delivers memorable in-flight experiences

Text by Perry Kaande

Ethiopian Airlines (Ethiopian) is in the process of implementing a 15-year strategic plan called Vision 2035 that will see it become one of the top 20 most competitive and leading aviation groups in the world. The focus is to provide safe, secured, market driven and customer focused passenger and cargo transport and logistics services. Aviation training, airport management and ground services, MRO (maintenance, repair and overhaul) and aerospace manufacturing plus travel and tourism services will also be ramped up during the period.

The airline was this year crowned as the winner of Best Overall in Africa at the APEX Passenger Choice Awards, at a ceremony held in Dublin, Ireland on 25 May.

Ethiopian Airlines Group Chief Executive Officer, Mesfin Tasew highlighted that the accolade was a result of the carrier’s unrivalled passenger commitment, innovation and state-of-the-art fleet. In the interim, Ethiopian will continue to deliver quality and consistent services.

“We are thrilled by the prestigious award we have won today. This award is special to us as our beloved customers voted for us. I would like to thank them for their vote of confidence in our services. We will continue exceeding expectations in delivering the highest quality and consistent services to our esteemed customers. This is a testimony to the hard work our employees have exerted to make sure our customers receive the quality services and care they deserve. I am indebted to all my Ethiopian colleagues who have shown their higher level of dedication and commitment to the satisfaction and safety of our customers,” he said.

The APEX Passenger Choice Awards recognises airlines in various regions for providing the best passenger experiences. Passengers from more than one million flights and nearly 600 airlines from around the world were given the opportunity to provide anonymous ratings in five subcategories: seat comfort, cabin service, food and beverage, entertainment, and WiFi.

APEX chief executive officer Dr. Joe Leader applauded the airline for scooping one of the most prestigious awards in the aviation industry.

“Watching Ethiopian Airlines’ incredible growth as the largest airline in all of Africa underlines the airline’s philosophy in being the new spirit of Africa with comfortable seats, delectable cuisine, and outstanding in-flight entertainment delivering an unforgettable journey to every passenger,” he stated.

As the ‘Best Overall in Africa’ winner, Ethiopian Airlines claimed the accolade for Best Cabin Service, Best Entertainment, Best Food and Beverage, Best Seat Comfort and Best Wi-Fi in Africa. Previously, Ethiopian walked away with the 2022 APEX Regional Passenger Choice Awards for ‘Best Entertainment’ and ‘Best Cabin Service’ in Africa.

The African carrier also garnered global recognition in June by scooping five gongs at the Skytrax 2023 World Airline Awards during the Paris Air Show held in France. The World Airline Awards are referred to as ‘the Oscars of the aviation industry’.

Ethiopian was voted as the ‘Best Airline in Africa 2023’ for the sixth year consecutively, ‘Best Business Class Airline in Africa 2023 (five years in a row), ‘Best Economy Class Airline in Africa 2023’ (five years in a row), ‘Best Business Class Onboard Catering in Africa 2023’ (two years in a row) and ‘Cleanest Airline in Africa 2023’.

Skytrax chief executive officer, Edward Plaisted indicated that “this level of consistency is a fabulous achievement for all the Ethiopian Airlines management and frontline staff.”

Other awards added to Ethiopian’s trophy cabinet this year are:

‘Sustainable Cargo Airline of the Year -Africa’ at the 2023 Freight Week Sustainability Awards; ‘Outstanding Food Services by a Carrier’ at the 2023 PAX International Readership Awards; and ‘Best Overall in Africa Award’ at the 2023 APEX Passenger Choice Awards.

The airline has been a Star Alliance member since 2011 and has registered over threefold growth in the past 10 years. The grouping was named World’s Best Airline Alliance at the Skytrax award ceremony. Star Alliance Los Angeles Lounge also won World’s Best Airline Alliance Lounge Award for the seventh year running.

In its seventy-seven years of operation, Ethiopian has become one of the continent’s leading carriers, unrivaled in efficiency and operational success. In addition to its main hub in Addis Ababa, Ethiopia, it is also pursuing its multi-hub strategy through a presence in Lomé, Togo with ASKY, in Lilongwe, Malawi with Malawi Airlines and in Lusaka, Zambia with Zambia Airways. Ethiopian commands the lion’s share of the Pan African passenger and cargo network operating the youngest and most modern fleet to more than 150 domestic and international passenger and cargo destinations across five continents.

The Star Alliance network consists of 26 member airlines and currently offers more than 16 000 daily flights to almost 1 200 airports in 186 countries. The grouping was established in 1997 as the first truly global airline alliance, based on a customer value proposition of global reach, worldwide recognition and seamless service.

The fleet consists of ultra-modern and environmentally friendly aircraft such as Boeing 737s, 777s, 787s, Airbus A350-900 and Bombardier Dash 8-400 double cabin. The average fleet age is seven years.