Emirates Airlines

About Emirates…

• Formed in 1985 by Govt of Dubai

• Initial operations started with just 2
aircrafts
• Largest airlines of the Middle East
• Operates 2,500 flights per week
connecting 122 cities in 74 countries
and 6 continents
• Subsidiary of Emirates Group, which
has over 50,000 employees
Emirates..

• Dubai Govt - Sole owner of Emirates.

Does not put any new money into it, nor
does it interfere with running the airline.

• Fleet: Passenger aircraft fleet consists

173 aircrafts as of 2012 with an average
age of 6.5 years. A further 202 aircraft
are on order.
 Numbers speak Volumes!
• Seventh-largest airline in the world in terms of
international passengers carried.

• Largest in the world in terms of scheduled

international passenger-km flown.

• Over 400 awards for service excellence

• World’s largest fleet of Boeing 777s and A380s.

• Slated to become world’s largest by 2015

 Mission

• “Offering consistently high-quality

value-for-money service and to be
the best airline on all of its roles”
 Goals
• Retain and improve business class
traveler’s market share.
• Tap low cost carriers market to
achieve company’s return on
investment
• Promote Dubai’s tourism activities
and introduce Dubai to the world.
 Brand Positioning

• Slogans used over time are

– Fly Emirates. Keep Discovering:2004

Keep Discovering
 Brand Positioning
– Fly Emirates. To over Six
Continents:2008
– Fly Emirates. Meet Dubai:2011
– Fly Emirates. Hello Tomorrow: Mar 2012

Hello Tomorrow
 Positioning

• Aspirations of becoming the world’s

biggest carrier
• New target audience: well-travelled
and embrace the opportunity to try the
unfamiliar
• Spark a “global movement”
 Promotional offers
• Complimentary nights at Armani Hotel
Milano

• Fly, Buy, Win: a Tribute to Grace

 Promotional offers
• Emirates Live

• Book Online pay down the line

 Promotional offers
• Africa as Captivating as the Journey

• Complete tour packages (including

Hotel and Car service)
Segments In Airlines Industry
• Budget Airlines
– Fly Dubai, Indigo, SpiceJet, JetLite etc

• Full Service Airlines

– , Indian Airlines

• Luxury Airlines
– British Airways, Lufthansa
 What does this say..

• Emirates. The Finest in the Sky

• Be Good to yourself. Fly Emirates
• When was the last time you did
something for the first time. Fly
Emirates.
• Fly Emirates. Keep Discovering
 Product

• Air Travel with three classes of service

• The First Class
– Full Suites with door
– Mini Bar
– 23” Inflight entertainment system
– 2m full size bed
 Product(2)
• The Business Class
– Has 1800beds
– Privacy through partition
– Memory functions for seat configuration
– 17” wide TV

• The Economy Class

– 31” wide seats
– Inflight entertainment system with over 600
Channels
Services
• Gourmet Cuisine served
across all three classes
• Lounges at major airports
• Chauffeur drive
• Lounge in the sky in the 777s
and A380s
• A380 has Spa and shower
facility
 Price
• Dynamic Pricing Model
• Prices for different locations (on 10th
April)
Destination Price(AED) Skywards Miles
New York 3980 3000

London 2820 1500

Johannesburg 2450 2450
Buenos Aires 5010 5010
Sydney 4820 6250
 Place
• 122 cities in 74 countries.
• Main hub being Dubai.
• A well developed network through
IATA and its members across the
Globe.
The Skywards Program

• Skywards Blue
– Travel and lifestyle rewards
– Personal attention, including the option of
nominating your own
– Pre-assigned seating
– Waitlist priority
– Dedicated service centres
 Skywards…
• Skywards Silver
– Priority check-in
– 25% bonus Skywards miles when you
fly with Emirates
– Guaranteed excess baggage allowance
– Exclusive lounge access in Dubai
 Skywards…
• Skywards Gold
– 50% bonus Skywards miles when you fly with
Emirates
– Priority baggage delivery
– Premium Baggage Arrival in Dubai only
– Guaranteed seat reservations, even on fully-booked
flights
– Personal travel assistance from our dedicated Gold
Desk
– Complimentary eGate access at all UAE airports
– Complimentary lounge access throughout the
Emirates network
– Premium Skywards Opening Doors benefits from
our worldwide partners.
 Skywards..
• Miles can be earned and spent across all
major Hotel chains and Taxi rentals
• Miles can be earned by spending at
selected retail outlets
• Free flights when certain amount of miles
are earned
 HUB And SPOKE
• Dubai is the main hub for Emirates
• Through this Emirates has few
advantages
– ATF is cheap in Dubai and one destination
being Dubai it saves a considerable amount
of money
– Connecting Flights through Dubai promotes
Dubai
• Brings business through Duty-Free
• Brings tourists to Dubai (Transit Passengers)