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	Profile: Peter Baumgartner Peter joined Etihad Airways in 2005 and is responsible for the airline’s marketing communications, events, customer relationship management, advertising, sponsorship, product and service development, brand management and e-commerce. He is also the guiding force behind the airline’s loyalty programme, Etihad Guest. Peter has a wide range of experience in various aspects of the aviation business, with specific expertise in customer relationship management. Peter says... This is what Peter Baumgartner had to say about Etihad Airways, the premium airline of UAE:

	Etihad is a relatively young airline, but it has managed to come a long way in just five years along with becoming quite popular in Pakistan. What do you think is the key to your success? I think the key to our success is that we felt that before we made a big noise we wanted to have a fantastic product. So we invested in the product, which means quality service. Then we started to talk about it and it was all done quickly but in natural steps. I think that gave us a lot of credibility. We have not over-promised. We have worked until we have reached a certain level, then we got talking about it.

	Do you consider Emirates your rivals, taking in consideration that both the airlines are based in UAE? People sometimes imagine that we and Emirates are rivals but it’s not at all like this. Emirates is a fantastic airline and we have a lot of respect for each other. The advantage that we have, when you look at the world map, is that we are an ideal air bridge to link the western hemisphere to the eastern hemisphere. Because of the modern aircraft technology, we fly non-stop from Abu Dhabi to every point on the globe. We feel that, at the moment, there is enough room for Emirates and for Etihad. WELCOME TO SHERATON DEIRA Sheraton Deira is one of the hand-picked hotels for guests visiting Dubai. A confluence of modern facilities and old traditions create a haven of tranquillity in a setting of style and comfort. Recently renovated, with its impressive lobby, together with the hotel’s interior combines to be a refreshing retreat. The hotel also offers banqueting and conference facilities. For the fitness freak, Sheraton offers The Athena Health Club that is equipped with the latest in gymnasium equipment.