Within just 4 decades UAE has transformed itself from being a small fishing and trading center of minute import to the present day modern and strategic regional oil and trading focal point. Etihad Airways, the national flag carrier airline of the United Arab Emirates, was conceived and realized in July 2003 through a Royal (Amiri) Decree issued by the Emir and President of Abu Dhabi, Sheikh Khalifa bin Zayed Al Nahyan and commenced its inaugural flight operations on 3rd November 2003. Etihad meaning union in Arabic was created with the aim of demonstrating the innate Arabian Emirati qualities of being cultured, considerate, warm and generous, thus transforming Abu Dhabi into the regional center of hospitality between the East and West. Recently, Etihad celebrated its 7th anniversary on 3rd November 2010. Within this short period of time the airline has achieved tremendous growth and has emerged as the regions leading airline. In May 2010 the airline was awarded six titles at the World Travel Awards (WTA) ceremony for the Middle East, including the coveted title as the regions Leading Airline. Again in November 2010 the WTA awarded Etihad Airways the prestigious title of Worlds Leading Airline for a second consecutive year. It was the first Middle Eastern airline to achieve such an accolade the previous year. The Abu Dhabi-based airline was also named Worlds Leading First Class airline for the third year in a row. James Hogan, Etihad Airways Chief Executive Officer, said: To win the award for 'Worlds Leading Airline two years running is a phenomenal and unprecedented achievement for an airline that is only seven years old. It shows that our service ethic is well embedded and that we have the ability to consistently deliver what customers want. The aviation industry is fiercely competitive and to win an accolade like this, and be placed amongst the best in the world, is something we will continue to strive for year on year. In Pakistan, the airline introduced their passenger services in October 2004 and since then has a daily flight from Karachi, Lahore, Islamabad and two flights from Peshawar. As of November 2010 Etihad has a fleet of 57 aircrafts and serves 64 destinations, while Etihad Crystal Cargo serves 14 destinations in 42 countries across Africa, Asia, Europe, North America and Oceania from its hub at Abu Dhabi International Airport. The airline divides its onboard services into three categories; the Diamond First Class, the Pearl Business Class, and the Coral Economy Class. The Diamond First Class consists of private luxury suites that have seats that rotate 180 degrees and recline into 68 flat beds. With a privacy shell that ensures maximum privacy and direct access to the aisles; the shell also consists of a coatroom, a mini-bar, a fold-and-swivel meal table, an integrated personal mirror, a magazine rack, a reading light and a desk lamp and a 23 personal LCD display. The seats also have pneumatic lumbar support, a six-way movement headrest and a built-in massage facility. The Pearl Business Class consists of seats that recline 180 degrees into a fully flat 61 business bed. The ample cubicle has an 88 pitch and direct access to the aisle for plenty of space and privacy. Each self-contained seat is equipped with individual lighting and a reading light. Each seat has a 15 personal LCD screen, in-flight telephone, built-in massage facility. The Coral Economy Class, like the rest of the airline, offers a little bit of luxury to the traveling passengers, with seat featuring lumbar support, headrests and foot rests and up to 33inch seat pitch. Each Coral Economy seat has a 10.7 personal LCD screen and also includes in-flight telephone access. The fine dining experience of the Diamond First and Pearl Business Classes have received numerous accolades for the great catering and unmatched hospitality shared with the travelling guests of Etihad Airways. The on-demand audio-video choices through the airlines award winning in-flight 'E-Box entertainment system. The beautiful Etihad First and Business Class lounges at Abu Dhabi International Airport and London Heathrow and Frankfurt with their unprecedented services are just some of the reasons why Etihad Airways has consistently risen in the ranks and has achieved the status as the worlds leading airline. Mr. Hogan reflecting on Etihad Airways unceasing regional and global commitments noted: The aviation industry continues to face stern challenges whether it is in security, the global recession, or natural disasters like the ash cloud in Europe, but Etihad has shown that it is equipped to manage through these difficulties and still deliver the best product and service to its customers.