Air Serbia launched its inaugural flight to New York JFK on Thursday, giving the Balkan nation of Serbia its first nonstop link on a local carrier to the United States in more than two decades.
The Belgrade-to-New York flight also marks Air Serbia’s first trans-Atlantic route. That in itself is a milestone development for the airline, Serbia’s new national carrier that sprouted from the demise of the old loss-making state-owned JAT Airways.
Air Serbia launched in 2013 after fast-growing Middle East carrier Etihad Airways acquired a 49% stake in then-ailing JAT. The company rebranded and began flying with some of JAT’s leftover assets.
Etihad, perhaps best known for its high-end service from its hub in Abu Dhabi, is managing the operations of Air Serbia for the airline’s first five years. The rebranding went beyond the carrier’s name and logo, including everything from crew uniforms to customer-service expectations.
With that, Air Serbia became one of the latest in Etihad’s growing list of strategic “equity airline partners.” Air Berlin, Alitalia, Jet Airways and Virgin Australia are among those Etihad has invested in as it faces fierce competition from Gulf rivals Emirates of Dubai and Doha-based and Qatar Airways.
Air Serbia’s inaugural 2013 flight flew from Belgrade to Etihad’s hub in Abu Dhabi, though most of its early network focused on routes to Europe and the Mediterranean region.
Etihad, perhaps best known for its high-end service from its hub in Abu Dhabi, is managing the operations of Air Serbia for the airline’s first five years. The rebranding went beyond the carrier’s name and logo, including everything from crew uniforms to customer-service expectations.
With that, Air Serbia became one of the latest in Etihad’s growing list of strategic “equity airline partners.” Air Berlin, Alitalia, Jet Airways and Virgin Australia are among those Etihad has invested in as it faces fierce competition from Gulf rivals Emirates of Dubai and Doha-based and Qatar Airways.
Air Serbia’s inaugural 2013 flight flew from Belgrade to Etihad’s hub in Abu Dhabi, though most of its early network focused on routes to Europe and the Mediterranean region.
Source; UDA Today
