Etihad & China Eastern JV Incentive Strategy
A comprehensive approach to designing and implementing joint agent incentive programs between Etihad and China Eastern for incremental JV revenue growth.
Etihad & China Eastern JV Incentives Overview
End-to-End Commercial Approach & Implementation Strategy
My Task
Design and implement a joint agent incentive program between Etihad and China Eastern across China and the GCC, focused on incremental JV revenue.
Clear Objectives
Drive incremental JV revenue
Avoid double incentivisation
Keep incentives simple, credible, and easy for agents
How I Approach the Problem
Understand local market realities
Design incentives that change agent behaviour
Ensure simple execution and governance
Key Commercial Considerations
China
Structured, volume-driven incentives
GCC
Relationship-led, timing and network driven
Common JV Principles
With local flexibility
High-Level Strategy & Risks
Target priority JV routes and flows
Use growth-based, tiered incentives
Manage risks: double payment, volume shifting, low-yield traffic
Governance Model
Establish a JV Incentives Steering Group (Etihad + China Eastern)
Own Strategy
Approve Changes Quickly
Review Performance
Implementation: Steps 1-3
1. Alignment
Define success, priority markets, and incremental revenue
2. Program Design
Targets, thresholds, finance and legal validation
3. Systems & Tracking
Aligned reporting and tested attribution
Implementation: Steps 4-5
4. Agent Rollout
Simple structure, FAQs, sales team briefing
5. Monitor & Optimise
Track results and adjust where needed
Key Milestones & Stakeholders
JV alignment sign-off and program approval
Systems readiness and agent launch
Data gaps, regulation, unclear messaging
Sales, Revenue Management, Finance, Legal, IT & Data
Key agents, TMCs, GDS partners, regulators
- airline-strategy
- joint-venture
- incentive-program
- commercial-strategy
- etihad-airways
- china-eastern
- aviation-marketing