There are of course lots of amazing airlines out there, ranging from Qatar Airways to Singapore Airlines. However, I’d argue that no airline has built a brand quite in the way that Emirates Airline has. Emirates is one of the most talked about airline in the world, and I think the carrier has tapped into something that no other airline has, at least to the same level. In this post, I want to talk about that a bit.
Emirates’ passenger experience is inconsistent
Look, I’m a huge fan of the Emirates brand, and consistently enjoy flying with the airline. So don’t take this section as me trying to tear the airline apart. However, it’s simply indisputable that Emirates hasn’t been quite as focused on consistently offering an amazing passenger experience as some other airlines, especially in premium cabins:
- Emirates’ A380 first class is great, but the footprint dedicated to each seat is actually quite limited; the airline crams 14 seats in the same space where Etihad puts 10 seats, and Singapore Airlines puts six seats
- In 2017, a new Emirates 777 first class was introduced, and over seven years later, it has been installed on a grand total of nine jets; even as the airline otherwise reconfigures 777s, it’s not introducing the new first class
- While planes are starting to be reconfigured, a majority of Emirates’ 777s still have angled business class seats in a 2-3-2 configuration
- Even Emirates’ brand new 777 and A350 business class is hardly cutting edge; for 2025, it’s no doubt a tier below the other new business class products out there
As much as some people (justifiably) rag on Emirates for some of the above, a vast majority of customers are quite forgiving of the airline. The reality is that Emirates takes this approach because it can. Emirates is a brand that can afford to not have a cutting edge product, because it has a reputation that I’d truly consider to be in a league of its own, despite its lack of investments in some areas.
Let me of course acknowledge that for economy flyers, the carrier’s A380 experience is quite pleasant as well. Economy doesn’t get much better than on the Emirates A380.
Emirates’ key to success, which other airlines miss
Emirates President Tim Clark is one of the brightest people in the airline industry. He has built Emirates into what it is today, and I’d argue he’s also one of the biggest contributors to Dubai’s success. I could listen to Clark talk about the industry all day long, because he has a level of perspective and understanding that few people have.
While Clark did all the basic things right that you need to run an airline successfully, I’d argue that the most impressive thing he did is something that very few airlines do. He understands the value of halo effects, hype, bling, and marketing, and I think that’s a large part of the carrier’s success.
The Emirates A380 halo effect is real
When people think of Emirates, they probably think of the Airbus A380. And when people think of the Airbus A380, they probably think of Emirates. Emirates is the only airline that was ever crazy about the A380, and at its peak, the airline operated roughly as many A380s as all other airlines combined.
Of course the A380 is an incredible plane in terms of economics, when you have the passenger volume that Emirates does, thanks to Dubai’s ideal geography (connecting east and west). But Emirates has quite literally built its brand around the A380.
A vast majority of Emirates’ marketing involves the two standout features on the plane — the business class bar, and the first class shower suites. It doesn’t matter if anyone has ever flown Emirates or not, or whether they’ve ever even flown in a premium cabin. People know about these things, and it immediately creates positive associations for the airline.
These were both significant investments. While the A380 shower is in a space that couldn’t otherwise be efficiently utilized, the cost of installing the shower suites and flying water around the world isn’t cheap. For that matter, it’s my understanding that the plumbing was also quite complex, and caused some major issues, at first.
I’d say the backstory on the bar is even more interesting, as the bar is in a space where the airline could otherwise have seats. When Emirates first introduced the bar on the A380, Clark wasn’t sure if this would prove to be a hit. So at first, Emirates installed overhead bins in the area of the bar, in case the airline decided to change its mind, and rip out the bar. As Clark explained at the time:
“I designed the bar at the back of the aircraft on the upper deck, on the understanding that if it didn’t work, we could remove it in 96 hours and put eight more business class seats in.”
Keep in mind that even among premium cabin passengers, a large percentage of people will never see this product, as the 777 doesn’t have this feature. But that doesn’t stop people from having these positive associations.
Emirates’ soft product & bling investment pays off
Many airlines invest in offering a cutting edge hard product, but then try to save money on the soft product. Emirates kind of takes the opposite approach, especially in premium cabins.
A large part of Emirates’ soft product investment comes either in the form of “bling,” things that get people talking, and excess.
For example, in first class, Emirates invests an insane amount in wine and other alcoholic drinks. There’s simply no other airline that has even half as good of a wine selection as Emirates does in first class. Emirates also offers “unlimited” caviar in first class, a level of investment you won’t find on other airlines.
Even in business class, the airline offers everything from proper cocktails, to the most well stocked amenity kits, to minibars. You might dismiss this all as something that doesn’t have much of an ROI, though let me give an example.
Last summer, I had some well traveled friends who are not otherwise airline or miles & points people fly Emirates’ old 777 business class between Newark and Athens. I should mention they’ve flown some top business class products, and also many first class products. What was their takeaway from the experience, flying in an angled business class product with a 2-3-2 configuration? “It was just amazing, almost as good as first class on other airlines. They even had cocktails!”
Emirates’ connection to Dubai is a huge asset
Particularly in recent years, Dubai has really come into its own, and has become quite the global destination. Dubai is without a doubt the most open, liberal, and tolerant place in the immediate region, and it’s a place that most people feel comfortable traveling through, and also a place that many people are intrigued by.
I think this is a major advantage that Emirates has over some other Gulf carriers. While Doha and Abu Dhabi have things going for them, they don’t have the same “sexiness” as Dubai, at least as far as the traveling public at large is concerned. I also think this is a challenge Riyadh Air faces, because Saudi Arabia doesn’t have the same reputation as the UAE.
Typically people view having to connect somewhere as a negative. In the case of Dubai, many people might see an itinerary through there, and want to plan a longer layover, since they’ve always wanted to visit.
Bottom line
I don’t think there’s a single airline in the world that has built a brand quite in the way that Emirates has. The airline is instantly recognizable globally, and people almost always have a positive impression of the airline and brand.
I think the way that Emirates has built that is unlike what you’ll find at any other airline. Emirates can get away with things that other airlines can’t, because it understands the power of marketing, and the strength of investing in aspects of the experience that create a halo effect.
Sure, has Emirates only installed its new first class product on nine planes, over seven years after it was introduced? You bet! But have you heard of Emirates’ A380 shower suites?!?
While I always prefer when airlines invest in substance and style, I think a lot of airlines could learn a lesson or two from Emirates. There’s massive power to investing in peak aspects of the product that will be talked about endlessly. Virtually any spreadsheet jockey airline CEO would scoff at the thought of removing eight business class seats for a bar. But Emirates’ President knew exactly what he was doing, and boy, was it the right decision.
Where do you stand on the power of Emirates’ halo effect?
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