(ABU DHABI) Etihad Airport Services has unveiled a new identity as Velora, a move officials said would bring its ground handling, cargo and logistics, and security units under one brand at the heart of Abu Dhabi’s aviation ecosystem. The Velora rebrand, announced in the Emirate this week, affects airport partners, airlines, cargo operators, and travelers who rely on the company’s day-to-day work across the capital’s main aviation gateways.
Company leaders framed the change as a way to run smoother operations across functions that touch every flight and shipment moving through the city.
Leadership and heritage
Jubran AlBreiki, Chief Executive Officer of Velora, said the change builds on a long record of service in the Emirate.
“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,” he said in a statement.
His point underscores how the Etihad Airport Services heritage remains central even as the company shifts to a single banner.
Scale and operational intent
The company said Velora now oversees daily operations across multiple divisions with a team of more than 5,000 professionals.
Leaders described a plan to tie together ground operations, freight movement, and security checks so that handoffs between teams happen faster and with fewer bottlenecks. In practical terms, airlines operating in Abu Dhabi said they expect:
- Clearer lines of contact
- One point of accountability for services previously split across different units
- Faster resolution of ramp and cargo issues
Strategic context for Abu Dhabi
The changes come as Abu Dhabi positions itself as a growing hub for flights and logistics. Officials have stressed that better coordination behind the scenes can:
- Reduce delays at gates
- Move baggage and cargo more quickly
- Improve safety results
For travelers connecting through Abu Dhabi or arriving for work, study, or family visits, smoother airport services can shape the first and last moments of a trip. While immigration checks are handled by government agencies, airport-side timing and flow often depend on the quality of ground and security support.
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Ownership and alignment
Velora sits within ADQ’s portfolio, linking it to one of Abu Dhabi’s key holding companies. That connection signals ongoing investment and alignment with the Emirate’s broader plan for transport and trade.
Company officials described the brand unification as part of a wider shift toward better integration, with aims to:
- Optimise operations
- Enhance connectivity across business lines
- Deliver service excellence to partners and customers
The company drew a direct line between back-end coordination and the passenger experience at the terminal.
Industry perspective and benefits
Industry watchers say the Velora rebrand reflects a trend among airport service firms to present a single face to clients. According to analysis by VisaVerge.com, consolidating service lines under one brand can make it easier for airlines and logistics companies to manage:
- Contracts
- Performance expectations
- Operational responses in fast-growing hubs
For Abu Dhabi’s aviation community, that approach may offer clearer service standards and faster fixes when problems occur on the ramp or at the warehouse.
Operational pain points Velora aims to address
Ground handling, cargo, and security often run as separate operational worlds but meet at critical pressure points. When a flight arrives late:
- Ground teams must turn the aircraft quickly.
- Cargo planners must re-slot shipments.
- Security must keep checks tight without slowing the system.
By tying these pieces together under Velora, the company aims to cut down on miscommunication that can lead to delays or lost bags. Travelers — including expatriate workers arriving on new contracts — often judge an airport by how quickly they move through connections and collect luggage, so improvements behind the scenes have a direct human impact.
Standardisation, training, and workforce implications
Executives said the Velora name will support efforts to standardize processes across business lines, including:
- Shared training programs
- Shared technology platforms
- A single set of performance goals
While the company did not provide new numerical performance targets, it framed the shift as a way to keep raising safety and service levels while handling more flights and freight. The unified identity could also help with hiring and retention as staff rally around one brand story.
With more than 5,000 team members already in place, managers want every employee — from ramp agents to cargo planners — to follow the same playbook.
Reactions from airlines and clients
Airlines using Abu Dhabi as a stopover have taken note. One regional carrier official (speaking on background) said a single brand often leads to:
- Cleaner contracts
- Faster problem-solving during irregular operations
When one company owns the full chain—aircraft turnarounds, cargo transfers, and security coordination—it is easier to assign resources and fix issues before they ripple through the day’s schedule.
For cargo shippers, the ability to handle multiple steps in one place is particularly valuable for time-sensitive goods where minutes matter.
What travelers and partners should expect
Travelers and employers planning movements through Abu Dhabi may not notice the brand shift on day one, but they may feel its effects if service becomes smoother.
Potential practical outcomes include:
- Reduced hold times at gates during peak periods
- Faster aircraft departures
- Fewer handoffs and clearer tracking for cargo clients
- Simpler service reviews for airline station managers
Officials emphasize that government entry rules remain separate from airport operations. For up-to-date information on permits and residency, rely on the Federal Authority for Identity, Citizenship, Customs & Port Security: https://icp.gov.ae/en.
Outlook and what to watch
The company framed the Velora rebrand as forward-looking, with an eye on performance and service quality built over decades. Leaders said they will keep supporting Abu Dhabi’s airports and help strengthen the Emirate’s place in the aviation sector.
In the months ahead, industry players will watch real-world results on the ground, including:
- On-time turns
- Safe ramp operations
- Accurate cargo moves
These metrics will test the promise made at launch and determine how effectively the single-brand model translates into operational improvements.
This Article in a Nutshell
Etihad Airport Services has relaunched as Velora, consolidating ground handling, cargo and security functions under one brand in Abu Dhabi. With over 5,000 employees and backing from ADQ, the move aims to create one point of accountability, faster ramp and cargo resolutions, standardized training and shared technology. Officials expect improvements in on-time turns, baggage and freight movement, and overall passenger experience. Airlines and shippers welcome clearer contracts and operational responses, while observers will measure success through operational metrics in the coming months.
