Emirates Airlines is the largest airline in the Middle East, operating over 2,500 flights per week to 122 cities in 74 countries. Formed in 1985, Emirates has grown significantly and now has a fleet of 173 aircraft with another 202 on order. Emirates is the 7th largest airline globally in terms of international passengers carried and operates the largest fleet of Boeing 777s and Airbus A380s in the world. The airline's hub is in Dubai and it aims to become the largest airline in the world by 2015 through continued expansion.

1. Emirates Airlines

2. 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

3. 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.

4. 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

5. Mission
• “Offering consistently high-quality
value-for-money service and to be
the best airline on all of its roles”

6. 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.

7. Brand Positioning
• Slogans used over time are
– Fly Emirates. Keep Discovering:2004
Keep Discovering

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

9. 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”

10. Promotional offers
• Complimentary nights at Armani Hotel
Milano
• Fly, Buy, Win: a Tribute to Grace

11. Promotional offers
• Emirates Live
• Book Online pay down the line

12. Promotional offers
• Africa as Captivating as the Journey
• Complete tour packages (including
Hotel and Car service)

13. Segments In Airlines Industry
• Budget Airlines
– Fly Dubai, Indigo, SpiceJet, JetLite etc
• Full Service Airlines
– , Indian Airlines
• Luxury Airlines
– British Airways, Lufthansa

14. 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

15. 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

16. Product(2)
• The Business Class
– Has 1800
beds
– Privacy through partition
– Memory functions for seat configuration
– 17” wide TV
• The Economy Class
– 31” wide seats
– Inflight entertainment system with over 600
Channels

17. 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

18. 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

19. Place
• 122 cities in 74 countries.
• Main hub being Dubai.
• A well developed network through
IATA and its members across the
Globe.

20. 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

21. Skywards…
• Skywards Silver
– Priority check-in
– 25% bonus Skywards miles when you
fly with Emirates
– Guaranteed excess baggage allowance
– Exclusive lounge access in Dubai

22. 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.

23. 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

24. 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)