CUSTOMER PROFILE Global reach Emirates is one of the world’s leading airlines, and a major Boeing customer and partner By Bill Seil It was a small, upstart airline with big ideas. On Oct. 25, 1985, the newly formed airline in the United Arab Emirates began passenger service from Dubai with only two airplanes, one a Boeing 737. The airline’s first commercial flight, using the other airplane, an Airbus A300, flew from Dubai to Karachi. Both jets had been “wet leased” from Pakistan International Airlines, meaning they were piloted and maintained by PIA personnel. During its first season, the new airline flew to only four destinations: Bombay, Delhi, Karachi and Kuwait. From those humble beginnings, Emirates has grown into the world’s biggest international carrier and one of the world’s most innovative long-distance airlines—and one of Boeing’s most important Commercial Airplanes customers and partners. Emirates operates more Boeing 777 jetliners than any other airline. It recently ordered 150 777X jets that Boeing is developing to succeed the 777. But Emirates is also a major Airbus customer. It has more A380s in operation, and on order, than any other airline. The double-deck A380 is the world’s biggest passenger jet. Emirates has 53 in service, with 87 more on order. It also operates 34 other Airbus airplanes. In part, the airline’s rapid growth has been driven by the geographic location of Dubai. From Dubai, Emirates has the potential to reach 80 percent of the world’s population, nonstop, within eight hours’ flying time. To take advantage of that hub and its growth, Emirates, owned by the government of Dubai, made the strategic decision to invest in the world’s largest fleet of 777s and A380s to serve millions of passengers who pass through Dubai, with many staying for a time to enjoy a dazzling array of tourist attractions that have been developed over the years. “It’s truly a partnership between Emirates, the airport and all the adjoining infrastructure to bring success to Dubai,” said Marty Bentrott, Boeing Commercial Airplanes’ vice president for sales in the Middle East, Russia and Central Asia. “It’s a fairly unique approach, different 50 Frontiers November 2014
Frontiers November 2014 Issue
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