a) Background of the company ( Emirates Airlines)

Emirates has cemented itself as one of the world’s largest airlines, a result occurring thanks to its
exponential rate of expansion over the last several decades. As the largest carrier in the Gulf,
Emirates is known around the world for sponsoring some of the biggest sports teams, becoming a true
powerhouse in the world of aviation. In just 32 years, the airline has gone from operating just three
flights with four lease aircraft to operating a fleet of 256 aircraft to 152 destinations around the world.
The Dubai-based airline also currently operates one of the youngest fleets in the world, a task that is
not to be taken lightly due to the immense size of the fleet. While the airline continues to build out its
future, it becomes just as important to take a step back to learn more about the history of how
Emirates grew to become the giant that it is today.

The Beginning

The 1980s was when the ‘Emirates’ brand turned from a concept to reality. The idea for Emirates was
brought up when Gulf Air, who were operating flights in and out of Dubai at that time, had decided to
cut back on its number of flights. This move by the airline became increasingly concerning for those
in Dubai, fearing that they were helping other airlines by only serving as regional feeder flights.

It was the year 1984 when Sheikh Mohammed Bin Rashid AL Maktoum and Sir Maurice Flanagan
sat down to discuss launching a new airline in Dubai. Sir Flanagan was appointed to set up a new
airline with $10 million, entrusted after his success of working at Dnata, or the Dubai National Air
Transport Association. The airline soon found its business model, leaving just the name to be decided.
With both Dubai Airlines and Emirates, he only put two names on the table, Sheikh Mohammed opted
for his country’s new airline to be called Emirates. One year later, the $10 million capital investment
was soon repaid, concluding a successful start-up of the carrier.

Following the launch of Emirates on March 25, 1985, the airline was required to work and function
without any state subsidies from its government. With Sheikh Ahamed as Chairman and Sir Maurice
as CEO, the airline started its journey. Tim Clark, who would become the future president of the
airline, had also begun to work for Emirates at this time. Without enough money to purchase aircraft,
a deal was made with Pakistan International Airlines who agreed to the wet-lease of two aircraft, a
brand new Boeing 737-300 and an Airbus A300 B4-200.

On top of this, the Dubai Royal family gifted Emirates two additional aircraft from the Dubai Royal
Air Wing, giving the airline two Boeing 727-200 aircraft. Emirates then moved quickly to secure
deals and routes, with agreements for flights to Karachi, New Delhi, and Bombay. Emirates then
conducted its first commercial service flight on Oct. 25, 1985 to Karachi under the flight number
EK600.

Emirates would go on to have an outstanding first year as a new carrier. In fact, they were so
successful in their first year of operation that Gulf Air saw a 56 percent drop in profits, which then
moved onto a further loss the following year. In the year that followed, Emirates would grow so
quickly that they opened an additional four routes, offering its customers flights to Amman, Colombo,
Cairo, and Dhaka.

The airline continued to move forward and in 1987 with the purchase of their first ever new aircraft:
an Airbus A310. The airplane was built to specifications that Emirates had put forward to Airbus in
their bid to offer passengers a superior flying experience compared to its rivals.

Emirates had now in the first seven years of its life been recording a steady average growth rate of 30
percent. In 1988 Emirates adds Damascus to its route network, becoming the 12th destination around
the world, in only 38 months of business.

Further Growth in the 1990s

By the very early 1990s, Emirates had secured itself as one of the world’s fastest growing airlines,
their revenue was around $100 million each year and had increased to a number close to $500 million
by 1993. The same year, Emirates would change the trend in the industry and continue with its
expansion plans, despite the Gulf War breaking out.

1991 would also prove to be a landmark moment in Emirates’ history as this was the year that they
were finally able to obtain a slot at the ever growing London Heathrow Airport which was fast
establishing itself as a hub for world business.

1992 saw the introduction of personal in-flight entertainment systems throughout the cabin on board
the whole fleet. This was something that British Carrier Virgin Atlantic had done the year before in
1991, but it had only implemented it onto one of its Boeing 747s at this point. Emirates also this year
become the first airline to order a $20 million full-flight Airbus Simulator. They then set about on
striking a deal with the French government to allow the airline to fly in and out of Paris.

At the same time, the airline was running out of space, resulting in an executive decision being made
to spend $2 million on a terminal at Dubai International Airport that would serve Emirates
exclusively. Emirates would eventually move to Terminal 3, which was built at a cost of $4.5 billion
and opened on Oct. 14, 2008. Terminal 3 is currently the second largest building in the world in
regards to floor space.
When the Autumn of 1993 started a partnership was established, this partnership would propel
Emirates to further success, as it was now able to partner with US Airways to offer round-the-world
flights. This was not it’s first co-operation, as it had previously held a partnership agreement with
Cyprus Airways. As 1995 grew closer to ending, Emirates was celebrating its 10th birthday. This year
also saw Emirates move into the African market, with the airline launching flights to Nairobi, Kenya
and Johannesburg, South Africa.

In 1996, Emirates received its first Boeing 777-200 aircraft, this was then shortly followed by six
Boeing 777-200ERs. The 777s would prove to change the world of aviation and how people travelled
with the aircraft, at the time being the most efficient active service aircraft of its time. The
introduction of the 777s into Emirates fleet allowed the airline to continue to expand its services to
Australia connecting via Singapore. This route would prove to be very popular and profitable to
Emirates which in response increased their services to Australia by adding new destinations.

An Emirates 777-300ER departs from Sydney Airport (Photo: AirlineGeeks | Hisham Qadri)

In 1998, Emirates Sky Cargo was launched. Emirates has already offered cargo services but was
previously done with spare space in their passenger aircraft. Emirates Sky Cargo was expanded with a
fleet of its own, crew, maintenance and an insurance lease with Atlas Air initially for one Boeing 747-
200 freighter.

In the same year, Emirates bought a 43.6 percent stake in SriLankan Airlines, which at the time was
known as Air Lanka, from the government of Sri Lanka. This deal meant that Emirates had a 10-year
contract in which they would manage SriLankan Airlines. By January 2008, Emirates announced that
they would be ending the management contract they had with SriLankan Airlines from April of
2008. Emirates would then go on to sell their share of 43.6 percent in the airline back to the
Government of Sri Lanka as a deal that was estimated to be in the region of around $150 million.

In the year of 1999 Emirates received the first of 17 new-generation Airbus aircraft, the Airbus A330-
200. At the same time, the UAE Government was beginning to grow ties with Australia which
Emirates took advantage of. Later that year, the carrier began passenger flights to Sydney, Brisbane,
and Perth with the airline already serving Melbourne.

A New Decade of Expansion

Although the 20th Century came to a close, Emirates was not finished and continued to show
astonishing growth for the next 17 years. The carrier kicked off the new Millennium by being the first
airline to sign up for Airbus’ upcoming A380 with an order for seven aircraft, with an option for five
more.

The airline was not immune to the financial implications that followed the bombing of Colombo
Airport which destroyed three SriLankan aircraft and damaged three others, affecting half of the entire
fleet. Other major challenges were right around the corner, including the global recession of 2000 and
the terrorist attacks on Sep. 11, 2001.

However, the airline responded and sent shockwaves after announcing an order for 15 Airbus A380s,
eight Airbus A340-500s, eight Airbus A330-200s and 25 Boeing 777s. The Skywards loyalty program
was also born. Inadvertently, as major worldwide airlines pulled their routes out of the region,
Emirates was able to capitalize on the opportunity.

As the end of the year approached, Emirates was planning long-haul services to the East and West
Coast of the United States, as well as improving their current services with non-stop flights now to
Australia and Brazil. By the year of 2002, Emirates had seen their passenger figures increase 18
percent to over 6.8 million whilst worldwide figures dropped by four percent.

In 2003 at the Paris Airshow, Emirates signed an order for 71 aircraft at a cost of $19 billion, the
order included a firm purchase of 21 Airbus A380-800s and lease orders for two A380-800s. Emirates
also announced an operating lease for 26 Boeing 777-300ERs.

In 2004, Emirates began flying non-stop services to New York City’s John F. Kennedy International
Airport using their then new Airbus A340-500 Aircraft. These new flights marked the resumption of
services between the United Arab Emirates and the United States for the first time in two years, after
Delta Airlines withdrew its flights in 2001, restarting this service again in 2007. In 2005 Emirates
then ordered an additional 42 Boeing 777s in a deal worth $9.7 billion which is marked as the largest
Boeing 777 order in history.

In the year 2007, Emirates made an order worth over $34.9 billion at the Dubai Air Show, with the
contracts featuring 70 Airbus A350s, 11 A380s, and 12 Boeing 777-300ERs. The order for the A350’s
was later canceled on June 1, 2014, driven by Airbus changing the A350 with more powerful Rolls-
Royce Trent XWBs, which is a different aircraft from the original contract that Emirates agreed upon.
In the same year, Emirates became the first carrier to offer non-stop services between the Middle East
and South America. It also started operations for its $120 million flight catering center at Dubai
International Airport. By the time we arrive in 2009, Emirates had become the world’s largest
operator of the Boeing 777 aircraft when it received its 78th that year.
On September 6, 2012, Emirates and Qantas signed a 10-year agreement to set up a major alliance,
which would see Qantas move its hub for European flights from Singapore to Dubai International
Airport and also marked the end of Qantas’ 17-year revenue-sharing agreement with British Airways
on services between Australia and Britain. Emirates also used the agreement to offer its passengers
flights to many European destinations and also more than 50 domestic destinations across Australia.

It was on April 9, 2015 when Emirates’ CEO and President, Tim Clark, confirmed that Emirates
would adopt a two-class A380 with the first class section being removed to allow for 615 passengers
across their business and Economy class cabin. The first A380 with this new layout conducted its first
commercial service flight from to Dubai to Copenhagen on Dec. 1, 2015.

In March 2016 the airline started operation of the world’s longest A380 service from Dubai to
Auckland, which is a flight time of 17 hours and 15 minutes, even though this service was later
changed to be operated by a Boeing 777. This change came in less than one year of the service but
still remains as the record for the longest A380 flight.

By the end of the year, the airline pushed out the last of their original fleet, retiring the last remaining
A330 and A340 aircraft, leaving behind a fleet of only A380 and Boeing 777 aircraft. In December,
Emirates began operation of the world’s shortest and longest A380 service, offering a 1 and 20-
minute flight from Dubai to Doha. This new route overtook Emirates’ original record for the shortest
A380 flight from their Dubai to Kuwait, with a flight time of 1 hour and 45 minutes.

A Bright Future Awaits

Even now in 2017, Emirates continues to place large orders for aircraft as they continue to move
towards their goal of eventually moving some of its operations into Dubai World Central Airport. It is
possible that Emirates will replace their current fleet of Boeing 777s with this new order of 150
Boeing 777x, and with Emirates now offering flights to 152 destinations, it is clear that the future is
bright for the UAE-based carrier.
 b) The company’s service package ( Emirates Airline)

Providing the ‘world’s best in-flight experience’

At Emirates, we’re committed to providing you with an unparalleled journey through our highly
trained, professional cabin crew. New recruits undergo an intense seven and a half weeks of training
in the highest standards of safety and service delivery in our state-of-the-art facility in Dubai.
The training covers both theoretical and practical aspects, with the latter taking place in full motion
simulators of all of the aircrafts in our fleet. And our ongoing training for all cabin crew members
ensures you always receive unrivalled care on board.

Sharing a love of adventure

A cosmopolitan mix of young professionals from over 130 nationalities, our cabin crew speak over 60
languages and bring their diverse backgrounds to the skies – many were doctors, lawyers, artists or
sports people in their previous lives.
The team welcoming you on board share your love of travel and are always ready to enrich your
inflight experience. As the face of our brand, they tirelessly exceed your expectations on 420 flights
daily across more than 150 destinations.

A friendly greeting – wherever you are

The Emirates team is spread over six continents, with over 2,000 staff in over 120 call centres and
retail outlets outside of Dubai. Our contact centre staff support 17 languages and we help people
getting in touch with us on over 50 country-specific telephone numbers and Live Chat. Globally, our
contact centres help over 4,000 people every hour during the busiest times of the day.
At the airport, you can expect a smooth check-in experience guided by our friendly airport staff.
Emirates Skywards members or those travelling in First Class or Business Class can enjoy attentive
service in our airport lounges. From a friendly greeting when you contact our call centres to a
flawlessly served beverage before your meal, we work hard to make sure your Emirates journey
inspires you.

Flying nearly 300 aircraft to over 150 destinations

We only hire experienced pilots, and we employ over 400 experts who conduct initial training to
ensure they meet the exact standards demanded by both Emirates and aviation regulators.
Ground school includes computer-based training, e-learning and aircraft technical classroom sessions.
Emirates pilots also complete full flight simulator training for the specific aircraft they’re going to fly,
so they’re fully prepared. The last stage is line flying under the supervision of an experienced trainer.
The course takes around three months to complete, and we conduct recurring training for more than
4,000 pilots — it’s a regulatory requirement for each pilot every six months.
 c) The distinctive characteristic of the company ( Emirates Airlines)

As we’ve seen in the first three parts of this series, Emirates Airlines tends to do things a little
differently. For a carrier that just won the 2013 Airline Of The Year award from Skytrax, that is a
compliment. Here are some of the unique features that Emirates offers that give it such an outstanding
reputation.

First Class service Onboard. Emirates first class competes with the service offered by private jets (it
offers that too). It was one of the first commercial carriers to feature private suites in first class, and
the only one that offers in-flight showers on its Airbus A380 super-jumbos! Private suites are
available in first class on the A380 and some Boeing 77-300 models. Open suites are on the A340-500
and 777-200LR. Some 777-300ER aircraft have a lie-flat first product, while the standard 777-200,
A330 and A340-300 are used on shorter routes and have angled lie-flat seats.

First Class lounges. Terminal 3 at Dubai features an expansive first class lounge. Among its many
features are a wine cellar, a spa, a kid’s play area, and three separately themed seating areas: Arabian,
Mughal, and Asian. Needless to say, a full buffet as well as a la carte dining is provided to first class
customers. At Dubai airport’s Concourse A, the lounge runs the length of the terminal and passengers
board their aircraft directly from the lounge.

Business Class Onboard. As unique as the Emirates first class product is, it can be easy to look past
its exceptional business class. Full lie-flat seats are available on all A380 and some 777 aircraft, with
others offering an angled lie-flat product (mostly on shorter routes). Business class passengers receive
access to drinks and hor d’oervres in the A380 on-board lounge, while the in-flight entertainment
system, called ICE, offers 1,500 channels of on-demand content.

Business class lounges. Like the first class lounge, the business class lounge in Dubai Concourse A
runs the length of the terminal and allows passengers to board their aircraft directly. Business class
lounges offer an extensive buffet, spa and beauty treatments, business areas, and dedicated children’s
play areas.

In-flight Dining. First class dining options are over the top. Passengers can use the telephones in
flight to order food or drinks at any time, which are served on fine china, of course. Sample menus
include such delicacies as wild Iranian caviar and glazed duck breast. In business class, travelers are
served five-course lunches and dinners including champagne and vintage wines (no alcohol is served
on flights to Saudi Arabia). Even the economy class options look pretty good, and can include smoked
tuna appetizers and lamb brochette. All three classes of service feature an extensive wine list.
Upgrades. Upgrades can be obtained in several different ways, including right on-board. Mileage
upgrades are available in advance: From the North America east zone, 115,000 miles for a single
class, round trip upgrade from a Saver fare, and 90,000 from Flex fares. From the North America west
zone, the rate is considerably higher; 165,000 miles for a single class, round trip upgrade from a Saver
fare, and 227,500 from Flex fares. In addition, travellers report receiving emails with paid upgrade
offers in advance. Instant upgrades with miles may be available at check-in. Finally, Silver, Gold, and
Platinum members may even use miles to upgrade once on-board, which is a rarity in the world of
frequent flyer miles.

Chauffeur-driven service. At select cities, Emirates will pick up business and first class passengers
in a chauffeur driven vehicle. Reservations must be made at least 48 hours in advance, and the service
is offered by a third-party provider. Unlike other airlines that only offer airport transfers to paying
passengers in premiums classes, this service is offered to travellers flying on award tickets as well,
just not those who upgrade at the airport or on-board. In North America, this service is available at all
airports serviced by Emirates. If you’re flying certain routes – like exclusively on the short-haul from
Bangkok to Hong Kong, this service is not offered. Read the full terms and conditions here.

In-flight Wi-Fi. Emirates is one of the first carriers to roll out in-flight Wi-Fi access on international,
over-water routes. This service, called OnAir, is available for a mere $2.75 (USD) on smart phones,
and $7.50 (USD) tablets and laptops.

Young Flyers. Emirates ranked in the top tier of the family friendly long haul international carriers I
recently looked at. Its Young Flyers program includes kid friendly electronic entertainment options,
children’s amenity kits, and specially prepared meals for children. These amenities includes toys with
characters from their ‘Fly With Me Monsters’ collection, surf-styled Velcro wallets from Quiksilver
brand, and fun-fact game cards. Also offered is a Dr. Seuss story book, Emirates’ own “e-kids”
magazine, color pencils and rucksacks or cooler bags, and eye shades for flights over five hours. Also,
their Skywards frequent flyer program even features a Skysurfers children’s program that offers toys
and children’s activities for rewards.

Family Bonus. Emirates has a unique program called Family Bonus that allows members to nominate
eight others as part of their family, and the “Family Head” will receive a 20% bonus on their travel,
even when he/she is not part of the reservation. Status is not taken into account, and only regular
miles are accrued, not tier status miles. Think of this like the travel arrangers bonus offered by some
hotels, or the corporate travel arranger bonuses offered by Emirates and some other airlines. Eligible
family members include one’s spouse, parents, siblings, children, grandparents, grand children, in-
laws, step parents, step children and maids.
Dubai Connect. Emirates goes so far as to offer passengers connecting at its Dubai hub a free hotel
room in certain circumstances. Its Dubai Connect program offers a room to first and business class
passengers with a connection time before the first available flight of between six and 24 hours. Even
economy class passengers with connection times between eight and 24 hours receive this service.
Emirates web site even states that “Dubai Connect may also be offered in other cases, such as
Skywards Flex redemption bookings.” Rooms must be requested at least 24 hours prior to departure.
A credit card may be required at check in to cover incidentals, and transfers are included.

Although many of these features are for passengers in premium classes, Emirates still offers several
unique amenities to their economy flyers as well as a consistently high quality of service that make
flying them a higher-end experience than your average airline, and have won the airline numerous
accolades over the years.