Etihad Airways Makes Critical Appointment of New GM for China

Etihad Airways announced the critical appointment of Mr. Peter Li as the airline’s new General Manager for China.

Mr. Peter Li will lead the development of the airlines’ commercial strategy in China, and be responsible to strengthen Etihad Airways’ partnerships within the travel trade and with corporate customers. 

Peter Li comes to Etihad with over 20 years of experience in Commercial aviation, serving in senior commercial management roles for Air New Zealand and China Eastern Airlines.

Etihad Airways is building a strong global partnership through equity investments in airlines around the world, including with Jet Airways and Virgin Australia which serve the Asia Pacific region.

The Chinese market is highly contested by airlines around the world, incentivised by travel demand growth both from domestic customers and from international customers wishing to visit China.

The appointment of Peter Li, working directly in this market, will help Etihad fill a gap in its market positioning, to compete with North American carriers wishing to expand their reach, and also to compete with European carries which have made China a core part of their growth strategy. As, of course, have domestic carriers.

China’s domestic airlines and other competitors in the Middle East which have built their own strong partnerships in the market and will no doubt step up their game. For international passengers, this is all good news. A strong bridge of competition between the dominant Asia/Pacific market and

“We are delighted to welcome Peter to the China leadership team at an exciting time for the airline when we are seeing tremendous growth in the region,” said Etihad Airways’ Senior Vice President Global Sales, Danny Barranger.

“China is, and will continue to be one of the most important markets for Etihad Airways globally.”–Danny Barranger.

“The airlines’ unique geographic position serves as a significant hub in the global aviation network, and allows Abu Dhabi to closely link China with the GCC region, Middle East, Europe, Africa and South America.

“Furthermore, Etihad Airways’ innovative and award-winning products and service will help to meet Chinese travelers’ increasing expectations for greater comfort, higher standards, more choice and better convenience. Etihad Airways’ codeshare flights with China Eastern Airlines and Hainan Airlines provide Chinese consumers with more destinations to choose from, a more flexible flight timetable and frequent flyer programs. Peter’s wealth of knowledge and experience will be instrumental in further expanding Etihad Airways’ presence in the China market.”

In his role of General Manager for China, Peter Li will report to Etihad Airways’ Vice President for Asia Pacific South and Australia, Mr. Lindsay White.

Peter Li has declared himself ready to deliver new strengths to the airline in this bustling market.

“The airline business in China has never been more dynamic, along with its strong growth in outbound tourism. But the competition is fierce,” he said. “I am delighted to take up this role at what is a truly exciting time for Etihad Airways. It will be a great honor to lead our experienced local team and to work closely with our partner airlines and the industry to continue to grow the airline’s business in this key market for Etihad Airways and to offer a best-in-class travel experience to more business and leisure travelers to a growing number of guests.”

For further insights, you can find a sampling of articles I’ve written on growth and competition for China here:

Spotlight on China: The Market Shift Driving Aviation Trends, The APEX Association

China’s Airports are Getting Smarter than Global Counterparts, Here’s Why, Flight Chic

Air China to Launch Chongqing-Dubai Flights, Flight Chic

Cathay Pacific Launches New China Travel Storytelling Blog on Tumblr, Flight Chic

Recaro Coup in Asia Includes Air China, Hainan Airlines and Singapore Airlines, Flight Chic

Skift CMO Interviews: Why Finnair Markets the Destinations First, Skift

Finnair and Finavia Fuel Hot Fashion in HEL, Flight Chic

Air China’s VP and GM Shares Insights On the Chinese Traveller and Its Own Fight for Open Skies at CAPA, Skift

The Other Open Skies Debate: U.S. Carriers Jockey for Position in China, Skift

Air China: Rich Culture, Timeless Elegance and a Tradition of Service, The APEX Association

Aviation Industry Blooms With The Spring Festival, The APEX Association

Going Global: Branding the Skies of Tomorrow, The APEX Association

IATA Foresees Strong Airline Performance in 2016 With 3.8 Billion Pax to Travel, The APEX Association

In-Flight Wi-Fi: Connecting East and West, the APEX Association