Revitalised Air Seychelles looks to use Hong Kong as Asian hub and proxy service for Etihad

There are duelling ambitions for the new Hong Kong service from Air Seychelles, revitalised following Etihad Airways' Jan-2012 equity stake and secondment of Cramer Ball as CEO. First - and the carrier is fortunate to have options - is to promote the island nation by using Hong Kong as an Asian hub, with, probably, a partnership with Cathay Pacific that would start conservatively but could grow, and perhaps extend to Etihad Airways.

Second is Air Seychelles' ability, if it chooses, to rely initially on feed from Etihad, which owns 40% of the flag carrier. Etihad does not yet serve Hong Kong and Air Seychelles is routing its Hong Kong service via Etihad's hub at Abu Dhabi. Etihad will have a free sale codeshare on the Abu Dhabi-Hong Kong service, almost making the route its own.

This is not a reflection of a surrogate airline but rather a changed world and the power of hubs. Air Seychelles very much has its own strategy and is looking to shake up African aviation by forming ties (independent of Etihad) with Air Austral and South African Airways.