Middle East


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Middle East

  1. 1. Target 1 – Media perceptions <ul><li>Jamie Knights, Editor of Arabian Travel News & HotelierMiddleEast.com </li></ul><ul><li>Emirates has a strong brand with a clear message and is highly respected </li></ul><ul><li>Very responsive to the media, especially compared to other airlines </li></ul><ul><li>In this region, “being green” isn’t that important; it is recognised as being a tough industry to be green in; other airlines (eg Virgin) do make more effort but it doesn’t really give them a major competitive advantage </li></ul><ul><li>Major competitors – Etihad in the region, but Emirates is now competing on a global basis (eg with sponsorship of sporting events such as World Cup) </li></ul><ul><li>Short term changes in the travel industry – impact of swine flu; people want more value for money due to financial crisis; business travellers are cutting back (not travelling and finding alternatives eg online/video conferencing); emergence of Chinese and Indian travellers </li></ul>
  2. 2. Target 1 – Media perceptions <ul><li>Jamie Knights, Editor of Arabian Travel News & HotelierMiddleEast.com (CONT.) </li></ul><ul><li>Long term changes in the travel industry – new destinations will emerge and the world will become a smaller place; people will be travelling further and more frequently; more tourists are likely to visit India and China </li></ul><ul><li>Safety - people are concerned about safety in terms of quality of planes; in this region some people associate low-cost airlines with poor safety </li></ul><ul><li>Hotels & resorts – people are travelling more and therefore expect more from hotels (ie new technology, facilties etc); hotels want to attract all potential customers by trying to find out what attracts each target group (eg dietary requirements, religious/cultural requirements etc); in the long term, new hotels will be built in emerging holiday destinations; another major change in the long term will be to speed up the check-in process in hotels </li></ul><ul><li>He has loyalty to low-cost airlines eg Jazeera Airways </li></ul>
  3. 3. Target 2 – Media perceptions <ul><li>Rebecca Bundhun, Hospitality & Tourism Reporter at The National </li></ul><ul><li>Emirates is a well-respected brand </li></ul><ul><li>Emirates had a reputation for high prices but now they are more reasonable and offer high quality of service, so people feel they are good value for money </li></ul><ul><li>Emirates is regarded as a major player by other global airlines </li></ul><ul><li>Emirates is not seen as a “green” airline but if they are, they should be publicising it more and differentiating themselves </li></ul><ul><li>Emirates is very good at interacting with the media and provides all relevant information on request </li></ul><ul><li>Airlines are becoming very competitive on pricing, special offers, attracting customers etc </li></ul>
  4. 4. Target 2 – Media perceptions <ul><li>Rebecca Bundhun, Hospitality & Tourism Reporter at The National (CONT.) </li></ul><ul><li>Safety will always be an issue but people have short memories and they need to travel </li></ul><ul><li>More people are travelling economy due to financial crisis, especially on business trips </li></ul><ul><li>Once the financial crisis is over, more people will be travelling on holiday </li></ul><ul><li>She travels with whichever airline has best offers/prices </li></ul><ul><li>Since airlines/hotels are now so competitive, it opens the market for customers to new travel destinations </li></ul><ul><li>Luggage limit and long haul travelling are downsides of flying </li></ul>
  5. 5. Target 2 – Media perceptions <ul><li>Shweta Jain, Hospitality & Aviation Editor at Emirates Business 24/7 </li></ul><ul><li>Emirates has a great reputation, extremely high quality; higher prices but better service </li></ul><ul><li>Emirates is trying to be more sustainable </li></ul><ul><li>In general, the number of low-cost carriers will increase and the gap in quality/service between low-cost and normal airlines will lessen </li></ul><ul><li>In the future, people will be travelling more; the world is getting smaller; travel give the opportunity to meet people and learn about other countries and cultures </li></ul><ul><li>She is a Skywards member </li></ul>
  6. 6. Target 3 – Media perceptions <ul><li>Sarah Cowell, Editor at Aviation Business </li></ul><ul><li>Doesn’t like Emirates; expensive, bad service </li></ul><ul><li>Emirates is not media friendly and needs a PR company; doesn’t seem to have a dedicated Communications person </li></ul><ul><li>Emirates should be more “green”, especially considering the size of fleet </li></ul><ul><li>There are not many efforts towards sustainability in this region </li></ul><ul><li>People don’t choose an airline for safety; they choose according to their individual priorities (choice of destinations, price etc) </li></ul><ul><li>She prefers British Airways </li></ul><ul><li>Difficult to differentiate journalist view from personal consumer view </li></ul>