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Emirates Airline has placed the largest order of the largest plane in the world. They will eventually have 58 A380s - one third of the total orders Airbus has received till date. Their first A380 that flew from Dubai to New York City on Aug 1, 2008 dazzled everyone with exclusive showers in the First Class and a plush bar for Business Class, along with an overloaded in-flight entertainment system across all classes. Luxury and novelty was the name of the game. But will this last?
Three questions for Emirates
Once Emirates has 58 of these double-decker planes flying around the world, will they still be able to maintain such high product standards across the fleet?How will service consistency be ensured?How will Emirates ensure that the right expectations are set among customers for A380s with different configurations?Emirates VP for the Americas, Nigel Page, doused our curiosity with his forthcoming replies on these issues.
Three A380 configs, Two types of aircraft, Single minded focus on service
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Nigel explained that “Emirates will have two versions of the aircraft the ULR (Ultra Long Range) with…489 seats [in three classes], and an Intermediate range version with two configurations - a three class version with 507 seats and a two class version with 625 seats.â€Â
So how doest Emirates ensure service consistency on-board for planes carrying anywhere from 400 to 625 passengers? Nigel revealed that Emirates “cabin crew will be trained and licensed to operate all three versions of the aircraft.†To ensure that a consistently high standard of service is maintained, every new cabin crew will be provided with comprehensive training in Emirates’ state-of-the-art training college in Dubai. Moreover, on the ULR, Emirates will carry two cabin attendants to supervise the showers and ensure they are cleaned after each use! Now that’s some dedication.
According to ISM Boston’s website, Gary Leopold, their CEO, “not only eats, sleeps and breathes travel, he knows it from the client side.” After having a conversation with him, one would appreciate the completeness of the sentence - and the man.
Not only has Gary led ISM Boston - a niche travel marketing firm - for almost 25 years, he has also been involved in the strategic planning for all accounts, one of them being Emirates Airline. ISM Boston recently won the Emirates account for North America after a review. He was gracious enough to speak to us about the unique challenges faced by airline brands and how they can succeed - both in the US and abroad.
In essence, Gary feels that airlines need to give autonomy to marketing agencies and push them to innovate - like Emirates does. Over the five years ISM Boston has had the Emirates account, they seem to have surpassed their own expectations on the quality of work produced for Emirates.
When asked whether US based airlines can ever regain their former glory, Gary believes that airlines here need to ensure consistency across product, service and the brands will become stronger. Moreover, they need listen to their customers, and come up with innovative ways (and probably new business models) to address their needs. When asked to recall an incident, Gary gets animated while describing how he doesn’t mind sitting on the tarmac on a JetBlue flight, since there is seat-back entertainment and he doesn’t need to miss his ball game. You can watch the full 20 mins video interview below.
Airlines often showcase their First Class products to set themselves apart, and attract masses’ attention. After all, it provides great brand leverage, as many people aspire to get there one day and fly First. But First Class is either a dying flying style, or has gotten more exclusive than ever before, depending on how one looks at it. With the relentless piling of more luxury and space to the in-demand and lucrative business class, a number of airlines have done away with First Class on many routes. This article hunts the remaining First Class products where the very best is offered to the most privileged. First Class provides the passengers with what is the scarcest, and thus most exclusive, on-board an aircraft – Privacy, Space and Novelty.
Emirates Airlines First Class
First available on its A340-500, Emirates’ suites presented a novel idea of flying – enclosing the passenger with a door to create ultimate privacy. Although the seat is smaller and narrower compared to the newer SIA’s suites, Emirates’ suites are more elaborately furnished and still one of the world’s finest way to fly. Emirates wins my applause in providing showers for First Class passengers on-board their A380. Safety issues aside, I cannot recall how many times I had wanted a shower on a long flight before I settle down to sleep. A novelty with a strong dose of practicality – one of the few things rarely seen from Emirates in these days. Privacy: 9/10, Space: 7/10, Novelty: 9/10
Smaller but very tastefully decorated private suites on Emirates
Singapore Airlines First Class Suites
Available only on the A380, the Singapore Airlines Suites are slightly wider and larger than Emirates’, the pioneer to a room-suite seating concept on a major commercial airline. The 35in-wide seat transforms into a 27in by 78in bed. The ultra rich can opt to book one of the two pairs of adjacent suites and transform a pair of suites into a huge room with a double bed. The doors, however, are translucent and do not extend to the ceiling. Privacy: 8/10, Space: 9/10, Novelty: 9/10
Singapore Airlines First Class Suites, with immense privacy too
Qantas became the third airline to take delivery of the Airbus A380 aircraft last Friday, after Singapore Airlines and Emirates. Qantas has ordered 20 A380 planes from Airbus, the first of which will enter service from October 20, initially flying between Sydney/Melbourne and Los Angeles but in January next year expanding to the Sydney-Singapore and Sydney-London routes. But the fanfare and buzz is nothing close to that generated by Singapore Airlines’ first A380 flight to Sydney or Emirates’ A380 flight to New York City.
Given the significance of being one of the first few airlines to operate the Airbus A380, and since it will once be the 2nd largest operator of the A380, it’s a mystery why Qantas has not capitalized on this event to build its brand further. Moreover, given the recent negative press generated by the string of Qantas safety lapses, there is an urgent need to repair the damage done.
How did Qantas miss this golden opportunity?
Lack of radical product innovation: The four classes Qantas product for the A380 are not a radical improvement from its existing fleet of wide body planes. Moreover, the peculiar seat color choices make the cabin look dull. This, as opposed to the double-bed suites introduced by Singapore Airlines for First Class, and showers as well as a bar introduced by Emirates for First and Business Class, in their A380 planes. Both of these airlines took full advantage of these product innovations and marketed themselves well – rightly so. Read the rest of this entry »
Which of the first few airlines operating the Airbus A380 have come up with the best advertisements? You be the judge. Personally, I’d rate Emirates’ and Singapore Airlines’ advertisements far above Qantas’.
One of my aviation junkie buddies from Singapore recently posed an intriguing question:
For airlines, does the product come first or the brand? Essentially, if an airline is losing money (as is the case with many airlines these days), does the management concentrate on revitalizing the product so that it can turn a profit in the short term, or is it better to focus on brand building, for long term sustainability?
On the surface, the answer may appear simple enough – what’s the point in thinking about long term profits, if you’re not sure of surviving another month with the current product offerings and operations?
More importantly, concentrating on just the brand without a strong product is like putting lipstick on a pig. It just doesn’t work, regardless of the quality of the lipstick. Especially so in the highly volatile, and very competitive airline industry. This concept is visible in the latest United Airlines advertisements shown during the Olympics, which show animated figures supposedly (since there it is difficult to infer) enjoying the luxury of United’s new international first class. It’s so far removed from the reality that the nickle and dimed customers probably don’t feel any connection with it. Here’s a sample of that advertisement.
Emirates Airlines‘ A380 is currently doing a showcase tour around North America. We were there to catch the show Live at JFK Airport in New York City on Aug 1, 2008. While there, we took the time to chat with Nigel Page, who is Emirates’ Senior Vice President of Operations for the Americas. Being with Emirates for 15 years, and 20 years with British Airways, Nigel shares his wisdom with us in the video interview. Below, you will also find key talking points in the interview. Enjoy!
How would you differentiate Emirates A380 fromSingapore Airlines‘ and Qantas’ product?
Geographic advantage - Dubai is located mid-way between Russia and Africa, US East coast and the Far East and of course, Europe and Australia. We will take full advantage of this, once our 58 A380s are in service.Cabin crew of 130 nationalities - each plane has a crew that speaks over 10 languages between them Read the rest of this entry »
August 1, 2008 is bound to go down as a special day in aviation history. It was the first time the world’s largest passenger jetliner, the Airbus A380, started regular passenger service to the US. It all happened at the JFK Airport in New York City, and we were there to catch it Live!
These are the photos and videos taken Live! at JFK Airport . More analysis coming soon.
Emirates A380 gets a water canon salute at JFK Airport - a historic moment
1. Which airline tested wi-fi for the first time last week?
2. Which airline will be testing bio-fuels next month?
3. Which airline is the first to have showers in its first class?
4. Which is the first airline that’s going to fly the Boeing 787?
5. Which airline was the first to fly the A380 aircraft?
Almost anyone who’s traveled on an airplane before would be able to answer the last one – Singapore Airlines. But hardly any would be able to answer the other questions. For the curious, American Airlines tested wireless internet last week, Japan Airlines will test bio-fuels, Emirates will have showers on its new A380 flight to New York city and ANA will be the first to fly the 787. Wondering why the huge disparity in awareness? Simply because Singapore Airlines engaged its customers and let the world know that it was doing something new.
Being the first brand to give customers a refreshing, new experience is something to beat the drum about. In turbulent times for the industry like these, airlines should take the opportunity to let the world know about every new initiative they are taking. Let alone the need for a Singapore Airlines’ style big bang, something more than a simple press-release is likely to be lapped up by thirsty customers. What if American Airlines had created a contest, where winners would be able to use the wi-fi service free? How about Japan Airlines doing a marketing stint with Al Gore, highlighting the importance of using bio-fuels? May be Emirates can give its top frequent fliers a chance to experience those showers, even before the first flight.
Not only will such activities create loyal customers, but the buzz created will be more than enough to offset some of the flak airlines have been receiving lately due to the additional charges being imposed. Being the first to provide additional value to customers is not very common in the airline industry, and when it happens, airlines should capitalize on such an opportunity.
Did you know that a number of United Airlines’ planes have added iPhone and iPod support? Again, the answer is probably a resounding “No”.
Time to wake up! And beat the drum about it.
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