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EAS Relaunches Velora to Boost Abu Dhabi’s Aviation Services

EAS Relaunches Velora to Boost Abu Dhabi’s Aviation Services
Etihad Airport Services (EAS) has introduced Velora, a new unified brand that consolidates its Ground Handling, Cargo & Logistics, and Security Services under a single identity. This strategic relaunch is designed to streamline operations, improve efficiency, and offer a more integrated customer experience across Abu Dhabi’s aviation sector.
A Unified Platform for Enhanced Aviation Solutions
The launch of Velora represents a significant development in the evolution of aviation services within the Emirate. By integrating key service areas into one cohesive platform, Velora aims to deliver comprehensive aviation solutions that emphasize performance, innovation, and service quality. This rebranding reflects a forward-looking strategy intended to optimize operational processes, strengthen connectivity across business divisions, and maintain high standards of service excellence for both partners and customers.
Jubran AlBreiki, Chief Executive Officer of Velora, highlighted the importance of this transition, stating, “The launch of Velora marks a significant milestone as we build on four decades of excellence established by Etihad Airport Services. By uniting our different services under one brand, we aim to enhance every journey for our guests and partners, set new benchmarks in operational excellence, and contribute to Abu Dhabi’s growth as a leading aviation hub.”
Strategic Role and Industry Challenges
Building on EAS’s longstanding legacy, Velora is positioned to play a central role in supporting Abu Dhabi’s airports and reinforcing the Emirate’s status as a global aviation hub. The company remains committed to advancing the sector through operational excellence, innovation, and a culture of continuous improvement aligned with Abu Dhabi’s broader economic ambitions. Velora now manages daily operations across multiple business divisions, supported by a workforce exceeding 5,000 professionals dedicated to delivering reliable and exceptional service.
Nevertheless, the relaunch occurs amid a rapidly evolving aviation landscape. Velora faces potential challenges from established advanced air mobility (AAM) developers such as Archer Aviation and Joby Aviation, who are already making significant progress in the sector. Successfully navigating complex regulatory frameworks and addressing investor skepticism—given the nascent stage of the AAM industry—will be critical to Velora’s sustained success. Market reactions may be mixed, with some stakeholders adopting a cautious stance toward the pace of industry transformation. Meanwhile, competitors may respond by forging strategic partnerships or increasing investments in their own AAM technologies to safeguard their market positions.
Despite these challenges, Velora’s unified approach and commitment to innovation position it as a key player in shaping the future of aviation services in Abu Dhabi and beyond.

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