Emirates,” Bentrott said. “He’s constantly looking out into the future, trying to determine the efficiency gains that will be needed to continually improve the economic performance of his business. He’s constantly looking at what type of passenger environment future air travelers will want to see.” Clark said Emirates’ fleet strategy has focused on widebody aircraft that are fuel-efficient and capable of missions ranging from quick-turnaround regional flights in a desert climate to 17-hour routes over the North Pole. “Emirates has been involved in the 777 program since 1996, and we’ve always had a constructive and consultative partnership with the Boeing team,” Clark said. “For the 777X, we have been involved at every stage, from the airframe and wings to engines and cabin design. Our order for 150 of these aircraft gives a fair indication of our satisfaction with the resulting product.” Clark noted that Emirates, in addition to being the largest 777 operator in the world, is the only airline to fly all 777 variants. The 777-300ER makes up the largest part of its fleet by far. “As an airline with a global route and network that spans six continents, we need efficiency, reliability and flexibility for our fleet,” Clark said. “The 777-300ER ticks all of those boxes for us.” Scott Adamson, Commercial Airplanes director of Marketing for the Middle East, said Dubai has long had a tradition of being a crossroads of trade and transportation, even before the advent of commercial aviation. As the commercial aviation industry grew, Dubai saw it as a way to bring in business people and tourists. “At that time, there was no Emirates and Dubai was not an aviation hub,” Adamson said. “There was no major tourism. It was a fairly quiet community.” When Emirates was started, the airline was seen as an opportunity to attract commerce from India, Europe and Southeast Asia. Adamson said there was no expectation that Dubai would become the great hub it is today. It was well-positioned, but there were no commercial airplanes that could 52 Frontiers November 2014 provide the ultra-long-range service needed to serve a global market in nonstop fashion. The arrival of jetliners such as the 777-200LR (Longer Range) and the 777-300ER began to change all that. “The 777 was a game changer,” Adamson said. “Soon, Emirates was able to fly from Dubai to virtually all points in the world nonstop.” Dubai’s connectivity contributed to its ability to attract foreign investment and fuel infrastructure development, which included a big modern airport, first-class hotels, mammoth shopping malls and major tourist attractions. In addition to tourists, Dubai worked to attract meetings, conferences and exhibitions and made it easier for business travelers to spend extra time in the area. Adamson said the mix of 777s and A380s works well for Emirates. While the 777 doesn’t carry as many passengers as the A380, it is a very efficient airplane. Emirates often uses the A380 to serve routes with heavy traffic—thus limiting the number of individual flights that are needed and reducing airport congestion. Bentrott said Emirates also attracts passengers by creating a positive flying experience—from first class to coach. “They have high-quality meal and beverage services, and there’s a terrific selection of on-board entertainment,” Bentrott said. And Emirates flight attendants are focused on making sure the trip is an enjoyable experience, he added. The on-board staff is made up of people from multiple cultures. That means there’s a good chance most passengers can communicate with a flight attendant in their own language. “Emirates is an amazing airline and a fabulous partner for Boeing,” Bentrott said. “Given the quality of their product, there’s no doubt in my mind that they’re going to continue to grow and expand their network. We’re looking forward to continuing this important relationship for years to come.” n boeingfrontiers@boeing.com
Frontiers November 2014 Issue
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