Etihad Airways launches Lifestyle Shopping Guide “Vibe” in collaboration with Retail inMotion

Etihad Airways has announced the launch of “Vibe”, their brand new Lifestyle Shopping Guide. The leading-edge concept is meant to replace the onboard Boutique catalogue.

“Vibe” will cover the latest fashion and lifestyle trends and will take readers on a journey to the depths of the luxury universe of top brands, cult products and exclusive releases. The latest events, shows and travel destinations will be tackled and regular features will include top tips on favorite travel products from selected crew members.

“Vibe” is the result of Retail inMotion’s collaboration with market-leading publishing house Identity. The October issue shines a spotlight on various International Fashion Weeks across the world and the best places to celebrate the New Year and the Abu Dhabi Grand Prix.

“We are enormously excited to launch Vibe into the market. Our market research has shown that the old model of in-flight catalogues is outdated; Vibe will engage with passengers at a completely different level, offering great content together with a ‘wish-list’ of products,” commented Andrea Fiore, Head of Global Sales at Retail inMotion. “The guide has been developed after months of research and development, to offer a best-in-class retail experience to Etihad guests.”

Jamal Al Awadhi, Vice President Product and Guest Experience at Etihad Airways said: “We are committed to providing our guests exceptional service and innovative experiences. The launch of Vibe will set a new global benchmark for the in-flight retail experience and future enhancements will include an ecommerce platform, a pre-order option and home delivery.”

Retail inMotion became Etihad’s onboard retail partner in April 2018; the in-flight retailer took over the Boutique program in November 2018, and introduced the “Sweet or Salty” Food & Beverage retail program five months later.


Retail inMotion, based in Ireland, became a fully integrated member of the LSG Group in 2016. The company’s culture of collaboration and innovation continues to help it to steadily strengthen its position in the global onboard retail industry. Retail inMotion offers propriety products, solutions and services in onboard retail IT technology, crew training, product distribution, inflight entertainment, and fully outsourced onboard retail services.