The Dubai-based carrier currently has more aircraft on order than any other airline in the world. Colin Ellson reports on a remarkable success story Roll out the red carpet, Emirates is in town. Such must be the sentiments of aircraft manufacturers at major air shows as they wait for the contingent from the Dubai-based airline to drop by. And for the past few years they haven’t been disappointed. At the Paris event in 2003, for example, the sales teams from Boeing and Airbus listened to the sweet music of Emirates’ Mont Blancs signing on the dotted line for a total of 71 aircraft, the largest order in civil aviation history, worth US$19 billion. It was a similar same happy story at the Farnborough Air Show the following year, when Boeing scooped up the equivalent of US$2.96 billion in UAE dirham for four 777-300ER aircraft and nine options, and again at the Dubai 2005 International Aerospace Exhibition, worth US$9.7 billion to the US planemaker in orders for a further 42 triple sevens. All of which is swimming against the tide in the current economic climate, where many cash-strapped carriers are looking for a life raft rather than a shiny new aircraft. How so? Geography has to be one factor in the airline’s success: Dubai International is at the global crossroads between Europe and the Far East, and Emirates flies to 80 cities in 56 countries, carrying 12.5 million passengers in the 2004/2005 financial year, up from 10.4 million in 2003/2004 . This figure is set to grow this year with the addition of flights to Abidjan and Trivandrum, launched in February, followed by Hamburg, Addis Ababa and Calcutta in March, Nagoya in June, and Beijing in September, when Perth services will go double daily. The emirate is also at the centre of an oil-rich catchment area, and its international premium traffic continues to rise. The number of Business class passengers flying from the UK to the Far East, Australia, the Middle East and Africa, for example, rose by almost 25% in 2005, while there was 19% growth in First class load factors over the
same period. Says Vic Sheppard, the airline’s vice president UK & Ireland: “Each year, Emirates continues to invest heavily to ensure that we offer our passengers the highest levels of choice and service. We are delighted to see this reflected in the significant demand for First and Business class services.” The investment is not simply in record-breaking orders for aircraft but also in the benefits aboard. Following the introduction of Boeing 777-300ERs to the fleet, travellers now enjoy flat beds in First class and enhanced seating in Business. And Emirates claims its new ice (information, communications, entertainment) system is revolutionary in scope, providing more than 500 channels of in-flight entertainment. Currently available in all cabins on 35% of the fleet, this cool number will be installed across the rest, including the new aircraft which will be delivered at the rate of one a month over the next seven years. Among these will be 45 new Airbus A380s, the first due to enter service in September 2007. The long-range version of the super jumbo will carry 489 passengers, the medium-range 517, both with three-class service, and there will be a two-class 649 seater. Meanwhile, substantial sums are also being put into enhancements on the ground, with some US$13 million set aside to install airport lounges for First and Business class passengers and Gold members of Emirates’ Skywards frequent flyer programme across the network. Modelled on those at Dubai International, these have opened in Brisbane, Auckland, Perth, Sydney, Paris Charles de Gaulle and New York JFK, with the first in the UK unveiled at London Gatwick last October. Typically, this offers leather seating for 255, flat-screen TVs showing the latest news and
lifestyle programmes, showers, complimentary hot and cold dishes, and a full bar service. And for executives preparing for the forthcoming trip, the lounge’s business centre has 14 computer and six laptop workstations, each with free broadband and wireless LAN access, plus a hotline to Skywards and Emirates call centres.
Like the plane makers which have benefited from its phenomenal growth, Emirates knows how to roll out the red carpet. What you get in Emirates’ Business Class Seat: sleeperettes with a pitch of 117cm-160cm (46in-63in), electronically operated footrest, and adjustable headrest and lumbar support; individual reading lamp
Cabin amenities: Champagne and fruit juices served prior to departure; choice of newspapers and magazines; amenity kit on night flights; personal satellite phone; fax machine and laptop recharging facility; woolen blankets and down-filled pillows
In-flight service: drinks available throughout the flight, accompanied by canapés or mixed nuts; gourmet meals prepared by Emirates’ master chefs, served on Royal Doulton bone china; hot or cold breakfast. New wine list, featuring vintages from around the network, introduced last November In-flight entertainment: personal video system, offering 18 video and 22 audio channels. Videocassette players with a choice of 50 films available on many aircraft. The new ICE system, providing 500 channels, including the latest films, top of the pop hits dating from 1952, news programmes, games, e-mail and SMS message service, is being rolled out across the fleet On the ground: complimentary chauffeur-drive service to and from selected airports; lounges at most destinations, with new, state-of-the-art facilities being introduced throughout the network; arrivals facilities at London Heathrow and Gatwick Frequent flyer programme: Skywards, with Blue, Silver and Gold tiers offering a progressive range of benefits. Miles can be earned on partner airlines Website: www.emirates.com
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