“We first looked at what Singapore Airlines was doing with its A380” Etihad Chief Executive James Hogan told Australian Business Traveller on the sidelines of Etihad’s launch in Abu Dhabi earlier this week. “Then we took a view of what Emirates would do and how they would take it further than Singapore Airlines, and then how could we take it even further again” Hogan said. “And that’s what you see, something that is completely unique.”