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IN IT FOR THE
With Boeings next-generation 777X set to further expand Emirates reach around the globe, chief commercial officer Thierry Antinori explains to Martin Rivers how the airlines in-flight product is evolving to meet the needs of ultra-long-haul flying.
ew people familiar with the history of Emirates Airline will have been surprised by news that the Dubai flag-carrier plans to more than double its US network over the next five years. For an airline that receives an average of one Airbus A380 each month not to mention its growing fleet of Boeing 777-300s expansion has become the norm. Emirates today serves 135 destinations across 77 countries, with its steady stream of route launches most recently including Angeles in the Philippines, Conakry in Guinea and Sialkot in Pakistan. But growth of the network only tells part of the story. As Emirates gears up for its widely expected 777X order at the Dubai Air Show in November, chief commercial officer Thierry Antinori is turning his focus to in-flight enhancements tailored for this new breed of wide-body aircraft. We work closely with the manufacturers and

The Emirates A380 business class bar.

LONG HAUL
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now, with the new generation of the 777, we are working on innovations regarding ultra-longhaul flights [lasting] from 18-20 hours, he said. Our DNA says that we must keep innovating and we are working on new concepts, new materials, new seats, and new in-flight entertainment. Emirates already operates 16-hour non-stop flights on routes such as Dubai to Los Angeles. But, with no end in sight to its double-digit growth projections, the airline is increasingly looking to stretch the limits of ultra-long-haul flying. While the extended range of the 777X will go some way to adding new destinations, sceptics caution that new technology brings with it the risk of boredom, fatigue and stress for passengers. We will work on the lights, the palettes, the colours, and the quietness of the Continued cabin, Antinori said when asked on Page 38 about efforts to minimise on-

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board discomfort. And we are permanently customers, thats a channel you can leverage very reviewing biological rhythms for meals. We will well. So, for us the strategy is to invest in the have things that might not be immediately visible, brand, invest in the product, and new technology but that will continue to improve the customers will take care of the rest because the customer is relaxation. the referee. Alongside improved lighting, air quality and Empowering customers through online humidification, he stressed that soft factors a reviews is a double-edged sword, however, as reference to the personal touch for which others have discovered. In September, British Emirates has become renowned will also play a Airways became the subject of ridicule on Twitter crucial role in keeping passengers content. after one disgruntled customer paid $1,000 for a The manner in which our people serve the promoted tweet reading: Dont fly customer is a part of the product, Antinori @BritishAirways. Their customer service is emphasised. We are not one of those airlines horrendous. The bolshie move garnered who make rules about when service will take widespread media coverage around the world, place. No. Our people are there for the whole not to mention thousands of retweets. flight, to deliver food as required and to help and But Antinori insisted that meritocracy assist our customers. ultimately wins the day online. You cannot In theory, the flag-carriers 10 777-200LRs control everything on social media, he said. You already have a maximum flying time of about 19 cannot hide. Youre either completely out, and hours. In practice, however, Dubais geographical you have a lot of missed opportunities, or you are location at the crossroads between east and west in, and you have to be good. So we choose to be limits the need for such in. journey times. Pushing Amid all the talk of strategic further into the ultra-longevolution, he inevitably haul market will, therefore, broached the subject of be likely to involve partnerships. Emirates has bypassing the airlines long been praised for going it home base for example by alone in the global aviation launching non-stop flights scene, snubbing alliance from Asia to North membership and balking at America, or from Australia investments after its ill-fated to Europe. accord with former equity Evidence is emerging of partner Sri Lankan Airlines. Emirates willingness to Executive vice chairman look beyond Dubai. The Maurice Flanagan had airline launched its first been among the most vocal transatlantic flights from critics of non-organic Europe in October, growth, saying it eats up connecting Milan to New an enormous amount of York. Antinori insisted that senior management time there are no plans at and is ultimately just not present to replicate the Thierry Antinori: Passengers have come to expect a permanent evolution rather than a big revolution. worth it. So has anything fifth-freedom model from markets like the UK, enhancements under wraps. But he noted changed since his retirement in April? Not but opportunities will doubtless be assessed as the Emirates reputation for pioneering technologies. according to Antinori. Since day-one, our fleet continues growing. In 1992, it became the first airline in the world to strategy has always been to concentrate on Quizzed further about on-board innovations install TV screens on every seat; in 2008, the first ourselves first our brand and our own for the fleet, Antinori said passengers have come to allow on-board mobile phone calls, as well as operation, he said. We dont invest in airline to expect a permanent evolution rather than a the first to provide in-flight showers. stakes. We keep our money to buy aircraft. big revolution. Upgrades to in-flight We keep upgrading. In the latest aircraft we The obvious exception to Emirates entertainment systems typically come in one- or received, we upgraded the remote controls for our independence is its traffic-sharing partnership two-year intervals, he noted, ensuring gradual in-flight entertainment systems, for example, he with Qantas, which was signed in September adoption of the latest technologies. said. 2012. In May 2012, Emirates expanded its It will continue. We continue on the learning Antinori described the deal as a very unique information, communications and entertainment curve to improve existing products, to have a opportunity reflecting his companys limited (ICE) system to include 27inch screens in first permanent positive evolution. Together with new reach in Australasia. It is unclear how the class, 20inch screens in business class, and technology this will make longer flights easier, partnership will evolve if Emirates starts plying 12.1inch screens in economy class. The back-seat and even more comfortable. more ultra-long-haul destinations with its HD devices feature 1,400 channels of Antinoris confidence in the on-board product forthcoming 777Xs. entertainment and have been voted the worlds became apparent when the conversation turned What is clear, though, is that Dubais flagbest airline in-flight entertainment by Skytrax for to social media a sphere in which he admitted carrier has no intention of slowing down. We are eight years running. Emirates was not the first mover. a leader now we are proud of this, yes but in Last year also saw the introduction of OnAir Because we work very hard on our product, our mind we are still the challenger every day, Wi-Fi internet connectivity to Emirates entire anything that allows the customer to compare and Antinori concluded. Thats the attitude of the A380 fleet. benchmark products is good, he argued. If you Dubai people. They are self-confident, but they Predictably, Antinori is keeping future have a strong product with good feedback from are very humble.

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