Name: Geert Boven
Title: Senior vice president, Americas
Company, city: Etihad Airways, New York
Number of employees: 10,000+ worldwide; 105 the Americas
Recent project: Restructuring and growing the U.S. sales organization
First job: Management trainee with KLM Royal Dutch Airlines, based in Nigeria
Little-known fact about you: I am an expert on the history of the Dutch East India Company (VOC) between 1600 and 1799 … and, of course, on New Amsterdam (or, as you know it, New York City).

Your Business

Essential business philosophy: Have a “can do” attitude and be the master of your own destiny.

Best way to keep a competitive edge: Continuous innovation

Yardstick of success: Deliver a vision and achieve targets as a team.

Geert Boven as a Traveler

What is the most important item you take when traveling? My Bose Acoustic Noise-Cancelling Headphones with iPod

How do you spend your time on board? Working, sleeping (night flights) and enjoying music

What is your favorite restaurant in the world? Oyster Bar, Grand Central Terminal, New York

What is your favorite destination in the world? South Africa

About Etihad Airways

What can travelers expect from Etihad in the near future? We believe flying shouldn’t be about getting from Point A to Point B in as painless a manner as possible — it should be an enjoyable part of your holiday or business trip, something to look forward to. So we don’t benchmark against our airline competitors but rather the best hotels and restaurants around the world. We are inspired by innovation, thinking outside the box to bring a superior experience to the sky. Our Onboard Chef program and the Mezoon Grille fine-dining experience in Diamond First Class offer guests unparalleled choices, such as prepared-to-order grill dishes or even the unique opportunity to have a chef create side dishes and sauces to their individual taste. We are always working to bring world-class hospitality back to aviation, so there are some exciting new concepts currently in the works.

What makes Etihad’s onboard offerings unique? Our “Inspired Service” concept distinguishes us. Whether it’s Diamond First, Pearl Business or Coral Economy class, our guests enjoy comfortable surroundings and a thoughtful and attentive service throughout every point in their journey, in the air and on the ground.

Diamond First guests travel in private suites with a luxurious seat upholstered in Poltrona Frau leather. Our classically trained first-class chef greets them to explain the menu and take their personalized order. We incorporate the freshest local ingredients from Abu Dhabi Organic Farms into our menus, such as produce, eggs and honey, which can also be used for personalized dishes.

Pearl Business Class has true lie-flat beds on every aircraft on every long-haul route, ensuring a most comfortable journey. Our qualified food and beverage managers recommend dishes and wine pairings to suit each guest’s taste.

And our Coral Economy Class offers three menu choices tailored to each route and a wide selection of hot beverages such as cappuccino and hot chocolate. Long-haul journeys include special mid-flight treats such as ice cream or flavored popcorn.

And I can’t forget the 600-plus hours of personal in-flight audio-video-on-demand entertainment with private screens in every seat, powered by our award-winning E-Box system.

What are Etihad’s plans for expansion in North America? In the United States, we have an extensive codeshare and frequent-flyer agreement with American Airlines, so we already sell more than 60 domestic destinations throughout North America, with seamless connections from Toronto, New York and Chicago to Abu Dhabi and beyond. I am looking forward to our next destination in North America, Washington, D.C., launching March 31 — and we are looking at the West Coast for our next U.S. destination. We’ll launch São Paolo, Brazil, June 1, our first destination in South America. It is an exciting time to be with Etihad Airways in the Americas!