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A leading corporation in travel & tourism Emirates Airlines is just one part of the air transport division in the group with a rapidly expanding fleet which is one of the youngest in the skies. The other significant part is the Emirates SkyCargo, providing reliable cargo solutions to more than 120 airports across the globe making it a major player in the airfreight industry, carrying 1.8 million tons of cargo in 2011-2012, an increase of 1.7 per cent on the previous 12 months, amounting to 16.2 per cent of the airline’s total transport revenue. Emirates flies to more than 120 destinations in over 70 countries and has been fundamental in establishing Dubai as the Middle East’s commercial center and aviation hub. It operates more than 1,200 flights per week across six continents from its base at Dubai International airport. Emirates was launched in 1985 with two leased aircraft from a rudimentary airport. The first flight took off On October 25 Flight EK600 departed Dubai International for Karachi.
It’s phenomenal growth is reflected in the 170-plus aircraft in its rapidly expanding fleet – a mix of the latest wide-body Airbus and Boeing aircraft – as well as Dubai’s state-of-the-art Emirates Terminal 3, which is used solely for the airline’s flights. Its fleet is one of the youngest in the skies, with an average age of under 80 months, and this figure will fall further as it takes delivery of the 200-plus aircraft it has on order, worth almost USD $84 billion at list price. Emirates is the largest A380 operator, with 20-plus in the air and over 60 still to be delivered. In 2011-2012, Emirates – which has over 15,000 cabin crew of more than 135 nationalities who speak over 55 different languages – carried 34 million passengers, an increase of 2.6 million on the previous year. The youngest fleet in the skies Emirates is wholly-owned by the Government of Dubai, but the airline is run on a commercial basis and receives no financial support or protection.
The Emirates Group has spread its wings into every aspect of travel and tourism to become a leading global corporation in its field. With one of the youngest fleets in the sky and more than 500 awards for excellence worldwide, Emirates airline is one of two key divisions in the group. The other is dnata, which provides services in ground handling, cargo, travel, IT solutions and flight catering. Propelled forward by their united strength, the two have evolved at a phenomenal rate to establish the Emirates Group as an immense organization, spanning a portfolio of more than 50 brands and employing over 62,000 people.
Competing against established giants of aviation allowed operating in Dubai under the government’s unconditional open skies policy, Emirates has thrived and been profitable in all but its second year of trading. Emirates is renowned for leading market trends – personal entertainment systems in all seats, as well as private first-class suites, are among its many notable firsts. It was also the first airline to offer passengers a facility to use their mobile phones, bolstering its in-flight services which were already heralded for the popular ice entertainment and communications system. Sponsorship’s & partnerships Emirates has been committed to sponsorship in both the UAE and around the world for over twenty years, beginning with the first powerboat race held in Dubai, in 1987. His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, sees sponsorship as vital in the airline’s marketing strategy.
“We believe sponsorship’s are one of the best ways to connect with passengers. This allows to share and support their interests and to build a closer relationship with them,” he said. The brand has been quite active in numerous fields of sporting activities and events globally in football, motor-sports, rugby, tennis, horse racing, golf, cricket, as well as arts and culture. Football remains one of the most prominent sports within Emirates’ sponsorship portfolio which is demonstrated through on-going partnerships with FIFA and some of the biggest names within European club football such as Real Madrid Football Club from Spain and Arsenal Football Club from England. Boasting a rich heritage within the game, Emirates’ extensive portfolio of top-class rugby sponsorship’s was best demonstrated when becoming the first Worldwide Partner of Rugby World Cup 2011.
Emirates has an ever increasing presence in tennis which was recently illustrated with the acquisition of the US Open Series incorporating the US Open, the forth and final major of the year. Emirates is proud to be a Global Partner of F1, giving the airline a major presence at Grand Prix events around the world. Cricket continues to be a great brand fit for Emirates which is highlighted through a number of high profile relationships including the ICC and ICC Elite Umpires. In addition to the airline’s extensive portfolio of sports sponsorship’s, Emirates is dedicated to the growth of global arts and culture through a number of sponsorship’s around the world. Furthermore, Emirates publishes two in-flight magazines, each of which is a prime opportunity to reach some of the most sophisticated readers in the skies. Emirates’ in-flight magazine, twice voted the world’s best by readers of Executive Travel, reflects their premium and cosmopolitan customer profile.
HIGHLIGHTS
- Emirates Airlines operates with a fleet size of 217 aircrafts, out of which 57 comprise of the Airbus A380s, to 142 destinations (as of 2013-14).
- Emirates Airlines was named “Best Airline Worldwide” by Business Traveler (ME) Awards and “Aviation Company of the Year” by Aviation Industry Awards in 2014.
- Emirates carried 44.5 million passengers, 5.1 million more than in 2012-13, and 2.3 million tons of airfreight, up 8%. dnata handled 1.6 million tons of cargo, handled 288,000 aircraft, a 9% increase over 2012-13, and served over 41 million meals at 62 airports.
In-flight Media offers a unique “single-cell” environment, giving a distinct advantage over other forms of mass media. In-flight entertainment is an integral and incredibly popular part of the Emirates passenger experience, as proven by Emirates’ consecutive Skytrax Awards for Airline Excellence, winning Best In-flight Entertainment in 2005/6/7/8.
