While airlines like American, Delta and even Ryanair can claim to carry more passengers every year, and others like Lufthansa and Air France can boast larger revenues, Emirates has its own bragging rights. It’s the world’s most ambitious airline, has burgeoning profits (that jumped 40 per cent last year, driven by rapid expansion and bolstered by a drop in fuel prices), an extremely young fleet and has won several hundred awards for service excellence. So at a time when the industry, as a whole, is only thinking of cutting costs, how come Emirates is making a success of spending (ever) more?
The trick, it seems, lies in the airline’s ability to anticipate customer expectations. In other words, it’s a company that offers you things before you even know you want them. And, once you do realise you want them, you’ll be inclined to spend more to get them.
Take the A380, for example. With a total of 140 units, or 50 per cent of the order book, Emirates is far and away the biggest sponsor of Airbus’ flagship product and as a result, the double-decker has become the defining aircraft for the Dubai-based airline. Competitors may prefer smaller twin-jet models that provide better fuel efficiency but the four-engine A380 perfectly suits Emirates’ one-stop, long-haul to long-haul, business model. And where others have merely seen the A380 as a larger airplane, Emirates uses the extra space as a real opportunity to redefine air travel altogether.
Setting foot on one is like taking a step back to the good old days. The luxury of the expansive cabins, the five-star levels of service and the generous facilities all hark back to the golden age of flying. Yet just as much as the A380 evokes old school romanticism and glamour, it is also filled with new school amenities.
“The A380 has been very successful for us, and this is reflected in the strong customer interest and high seat factors wherever we’ve deployed the aircraft,” says Majid Al Mualla, the Senior Vice President for commercial operations. “We were a trailblazer when we introduced new on-board concepts that have redefined the flying experience.”
The particular experience he is referring to includes having a top deck for first and business class passengers and a lower deck for economy fliers. First class ticket holders get their own private suites with fine leather upholstery and honey-coloured polished wood. Business class travellers get across-the-board aisle access, large high-definition television screens as well as individual mini-bars. Both sections boast lie-flat seats that can be converted into beds by way of additional down mattresses, duvets and pillows, not to mention the range of massage styles that are embedded for your personal comfort. Then there’s the upper deck lounge where first and business passengers can relax, socialise and make friends at 40,000 feet. As Al Mualla says, “The A380 is quieter, more spacious, with details like [jet-lag reducing] starry skies to emulate night-time, as well as electronic window blinds, to name a few innovations.” Our favourite innovation of all is the ‘Shower Spa,’ stocked with Bulgari toiletries because being able to take a hot rejuvenating shower before touch down has to be the most exceptional of luxuries.
We could also add Emirates’ decent multicultural cuisine, fantastic wines or even the ICE (Information Communications and Entertainment) system with its library of over 1,200 channels to the priority list, but it should suffice to say Emirates has got their customer’s satisfaction at heart.
The question that must be asked is: can the pursuit of ever more remarkable concepts be sustainable? Apparently, it is you, the flying customer, who will decide; that’s the Emirates’ way. Naturally, as your expectations rise, continuing to delight may be a bit of a challenge but it’s one that Al Mualla believes the airline is up for. “Emirates has always been driven by a passion to be unique and we have a deep understanding of our customer and can anticipate what’s next,” he says. “Emirates’ on-board product in all classes is constantly reviewed, and our product is updated and refreshed based on customer feedback, research and industry analysis. In addition to the regular product life-cycle, we ensure all on-board service and products are always kept up-to-date and competitive.”
Next up for a product refresh is the first class section but they won’t give us any specific details just yet. “Our bedroom concept for our first class cabins is all about privacy,” says Majid Al Mualla, “but our new bedroom concept will take it to the next level.”
It’s exciting times for this influential airline and it’s great to see that in this environment, where the customer is king, we are the ones in the diver’s seat. It’s a place we have no desire to vacate anytime soon.
