Etihad Airport Services (EAS), which oversees ground handling, cargo and logistics, and security operations, has rebranded under a single identity — Velora. The launch represents a major milestone in the evolution of Abu Dhabi’s aviation services sector, aimed at achieving greater efficiency, integration, and customer focus.
Velora brings together EAS’s three key divisions into one unified brand, offering end-to-end aviation solutions that strengthen performance and innovation across all operational areas. The new identity reflects a modern, forward-thinking approach to service delivery, designed to enhance coordination between business lines and improve customer experience.
Jubran AlBreiki, Chief Executive Officer of Velora, described the rebrand as a natural next step in the company’s four-decade journey. “The launch of Velora marks a significant milestone as we build on four decades of excellence established by Etihad Airport Services,” he said. “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.”
The rebranding is seen as part of Abu Dhabi’s broader strategy to strengthen its position as a global aviation and logistics centre. Velora will continue to play a key role in supporting the emirate’s airports and aviation infrastructure, aligning its growth with the UAE’s wider economic diversification goals.
With operations spanning ground handling, air cargo management, and aviation security, Velora will focus on optimising operational processes and improving cross-sector collaboration. The integration is expected to streamline services, reduce complexity, and create a more seamless experience for airlines, freight customers, and passengers.
The company employs more than 5,000 skilled professionals across its divisions, forming the backbone of its commitment to reliability and service excellence. Velora’s workforce will be central to driving innovation and maintaining the high standards of performance long associated with Etihad Airport Services.
Industry observers say the rebrand demonstrates Abu Dhabi’s ambition to modernise its aviation ecosystem and strengthen its global competitiveness. By consolidating key airport services under one umbrella, Velora is positioned to deliver more agile and technology-driven solutions that meet the growing demands of international aviation and logistics.
Building on its legacy while embracing a new identity, Velora aims to contribute to the next chapter of Abu Dhabi’s aviation success story — one defined by integration, innovation, and world-class service delivery.