Through the collaboration, Etihad Airways aims to enhance guest experience, broaden customer choice and elevate its engagement with Chinese visitors.

Etihad Airways will leverage Tencent’s cloud computing capabilities and social media platforms such as WeChat, the largest social media platform in China with over one billion monthly active users, to better support its customer engagement strategy in China and other potential regions globally via Tencent’s network and ecosystem partners.

As part of the collaboration, Etihad Airways has launched its own WeChat Mini Programme, becoming one of the pilot international airlines to offer this service on the WeChat platform.

Mini programmes allow brands to interact with WeChat users via advanced features within the WeChat environment, without the need for separate App downloads or interfaces. Etihad Airways launched its WeChat public account in 2016, and the Mini Programme is expected to boost its outreach to Chinese audiences.