Emirates raises the bar with inflight service, direct flights

Dubai:  Emirates is a popular choice for frequent flyers in the UAE, especially business people, but the company faces the challenges of managing its growth and continuing to offer innovative services.

"I've never had an awkward moment with them. I've always been treated in the best possible way and I have to say I miss Emirates when I use other airlines," said Ahmad Bin Sulayem, Executive Chairman of the Dubai Multi Commodities Centre.

The company counts its key destinations, its year-on-year growth, its fleet of 380 aircraft, as well as its modern terminal and stylish lounges, coupled with a lack of complacency as some of its strongest points, he added.

"If there is anything for anyone to complain about, it would be our competitors who would say we have raised the bar too high for others to compete," said Bin Sulayem. And it seems their customers would agree.

Emirates is generally more expensive than other airlines, but many of its flights are direct, which makes them a lot more convenient, said J.R. Gangaramani, head of Al Fara'a Group, who travels with the airline at least three times a month.

Direct flights

"Direct flights cut down on travelling time, and given the high standards of service, I feel it is worth the money," he said. "High quality customer service, suites in First Class, gourmet food and in-flight entertainment make travelling with Emirates a pleasure."

However, Emirates Business Class standards have slipped slightly, according to Anas Bukhash, country programme manager for Dubai Cares and the managing partner of the Ahdaaf sports club.

"Business has become more like Economy Class. It still has special advantages, but not like it used to. Maybe it's because a lot of people are using Business Class these days," he said.

Parking at the airport is also considered over-priced by some. Often it costs as the much as the price of the ticket, said Azza Al Qubaisi, an Emirati artist and jewellery designer.

But the airline is far from complacent and is constantly looking to update its service.

Although it has reported year-on-year double-digit growth, it is currently considering the best way to manage this in the future, said Ghaith Al Ghaith, CEO of flydubai.

Emirates is the strongest brand in Dubai, which makes improving it a challenge, according to Laila Suhail, CEO of Dubai Events and Promotions Establishment.

"It's a challenge to come up with more unique services for flyers because Emirates sets very high expectations. But it should be up to that," she said.

The airline has played an important role in the UAE, helping to improve trade.

Over the years it has helped to create a tourism hub in the region and its flights to distant countries like South Africa and Australia have opened new trade possibilities, said Al Ghaith. "It leveraged relationships with other countries and put them on the map for this part of the world."

The airline's mission reflects the "characteristics of success" of Dubai, said Hamad Bu Amim, Director-general of the Dubai Chamber of Commerce and Industry.

"From the traditional Arab hospitality on board, to the highest standard of quality services, Emirates has emerged as a globally influential travel and tourism entity."

Darren Bingly, business development director for Dubai at OMNIA said: "I've been flying with Emirates for about 12 years. My sister used to work with the airline so I started off just flying to Dubai to visit her. Then I began using it for business too."

"I've flown to New York recently, directly from here, which was fantastic because it was a direct flight. And I use it quite a lot to fly back to Manchester, because I'm originally from Leeds.

"It's been a good experience all around. Emirates offers good hospitality, great food and it has charming staff. It's probably the best airline. But I do think they should make their flights slightly cheaper."

Well known brand

Abdullah Al Qassab, an employee at the Dubai Electricity and Water Authority, said: "I'm planning to use it with my wife as she never flies on any other airline. It's a well known brand, which is also very influential.

"I notice that other airline companies are trying to get their governments to ban Emirates from offering flights to their countries. However, you cannot fight the strong unless you are stronger. And guess what, they failed. I do find it a little bit more expensive than most airlines, but sometimes people need luxury. Flying with Emirates is an experience. It's not just a service. It's a luxury brand and you have to pay more for a luxury brand.

"I enjoy its offers. More air miles, for example, make it more or less affordable to most people. But it's important that it remains a luxurious experience, not something that everyone does all the time. And I don't want Emirates to lose their prestigious image; they are carrying my country's name and the fact that they are doing so well makes me feel proud. I walk higher as a result.

"A few years ago I was not happy with their limited destinations. They didn't fly to New Zealand for example. But they have improved a lot in this respect."

Allaleh Mozafarian, a Dubai resident, said: "I've flown to the UK and Teh-ran with Emirates. It was first class service. I think their prices are OK for business travellers and for people who want to have better service. They are targeting the right people."

‘Fantastic experience'

Preeti Chhatbar, a senior accounts manager at Hill and Knowlton said: "I've flown with Emirates quite a few times, from Dubai to India, as well as to the UK and lots of different places. I always have a fantastic experience. The service is good and the food is great. The flights always seem shorter than they actually are."

Asked why she would pick Emirates over other carriers, she said, "Primarily because it's comfortable, and also because the staff are always nice and the timings of flights convenient, which makes a big difference.

"I have no complaints with them at all. They're doing a great job."

Darren Bingly, business development director for Dubai at OMNIA, said:

"I've been flying with Emirates for about 12 years. My sister used to work with Emirates as well. So I started off just flying to Dubai to visit her. Then I used it for business quite a lot. I've flown to New York recently, which was direct from here, which was fantastic because it was only one flight away. And I use it quite a lot to fly back to Manchester, because I'm originally from Leeds. [It is a] good experience all around, good hospitality..."

"[Some advice I have would be], make your flights slightly cheaper! ...Keep going, great stuff. And the food is lovely as well for an airplane, which I'm not a big fan of. But it is really nice."

Abdullah Al Qassab, an employee at Dubai Electricity and Water Authority said:

"I'm planning to use it [Emirates] now with my wife, since I'm married. She will never fly in anything else.

"They are so famous, so influential, so good, so desired — even though a little bit expensive — that other companies are trying to get…their governments to ban more flights [by Emirates] going to their countries. "Sometimes people need luxury. They are like the trademark of airlines, a brand. It's not just a service anymore...It's an experience."