The Success of Emirates Airlines: A Case Study

1. Introduction

The global airline industry has been growing steadily over the past decade. International passenger traffic grew by an average of 5% per year between 2004 and 2014, while international air cargo traffic grew by an average of 4% per year during the same period (IATA, 2015). The United Arab Emirates (UAE) is one of the key players in this industry, with two of its airlines, Emirates and Etihad, ranked among the top 10 airlines in the world in terms of revenue (Air Transport World, 2015). The UAE’s flagship carrier, Emirates, is the largest airline in the Middle East and one of the fastest-growing airlines in the world. It has a modern fleet of over 200 aircraft and flies to more than 150 destinations in 80 countries across six continents (Emirates, 2015).

2. The Role of Location
2.1 Geography

The UAE is located in the southeast corner of the Arabian Peninsula, bordered by Saudi Arabia to the south and west, Oman to the northeast, and Qatar and the Persian Gulf to the east. The country consists of seven emirates: Abu Dhabi, Dubai, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah, and Fujairah. Of these emirates, Abu Dhabi is the largest in terms of land area and population, while Dubai is the second-largest emirate and is home to the tallest building in the world, Burj Khalifa.

2. 2 Infrastructure

The UAE has a modern infrastructure that supports its aviation industry. There are four international airports in the country: Abu Dhabi International Airport (AUH), Dubai International Airport (DXB), Sharjah International Airport (SHJ), and Ras Al Khaimah International Airport (RAK). AUH is the second-busiest airport in the Middle East after DXB, handling over 20 million passengers per year (Abu Dhabi Airports Company, 2015). DXB is the busiest airport in the world by international passenger traffic and has a capacity of 90 million passengers per year (Dubai Airports Company 2015). SHJ is Sharjah’s only airport and handled over 7 million passengers in 2014 (Sharjah Airport Authority, 2015). RAK International Airport is located in northern UAE and handled 1.8 million passengers in 2014 (RAK Airways, 2015).

3. The Impact of the Gulf War

The 1991 Gulf War had a significant impact on Emirates Airlines. Prior to the war, there was only one airline operating in Dubai: Gulf Air. However, due to its close proximity to Iraq, Dubai was affected by the war and Gulf Air was forced to suspend operations. This created an opportunity for Emirates Airlines to fill the void left by Gulf Air and become Dubai’s flagship carrier. Since then, Emirates has gone from strength to strength and is now one of the most successful airlines in the world.

4. The Success of Emirates Airlines
4.1 International Strategy

Emirates’ success can be attributed to its aggressive expansion strategy. Since its inception in 1985, Emirates has rapidly expanded its operations and now flies to more than 150 destinations across 80 countries. The airline has also been aggressive in its fleet expansion plans and currently has a modern fleet of over 200 aircraft. In addition to expanding its route network and fleet, Emirates has also invested heavily in its inflight product and now offers one of the most luxurious and comfortable flying experiences in the world.

4. 2 Code-sharing

Emirates has also been successful in partnering with other airlines to expand its reach. The airline has codeshare agreements with a number of international carriers, including Qantas, Virgin Australia, Cathay Pacific, and Korean Air. These code-share agreements allow Emirates to offer its passengers a wider choice of destinations and a more seamless travel experience.

4. 3 Gatwick to Dubai

One of Emirates’ most successful routes is between London Gatwick and Dubai. This route was launched in 1987 and has since become one of the most popular long-haul routes in the world. In 2014, Emirates carried over 3 million passengers on this route (Emirates, 2015). The success of this route can be attributed to Emirates’ superior inflight product, competitive fares, and convenient flight times.

5. Key Success Factors

There are a number of key success factors that have contributed to Emirates’ success. These include:

– A strong brand identity: Emirates has built a strong brand identity that is synonymous with luxury and quality.
– A modern fleet: Emirates has invested heavily in its fleet and now operates one of the youngest and most modern fleets in the world.
– A global network: Emirates has an extensive global network that covers six continents.
– A commitment to customer service: Emirates is dedicated to providing its passengers with the highest levels of customer service.
– A focus on innovation: Emirates is always looking for ways to improve its inflight product and passenger experience.

6. Conclusion

Emirates Airlines is one of the most successful airlines in the world. This success can be attributed to a number of factors, including the airline’s aggressive expansion strategy, modern fleet, and commitment to customer service. In addition, the UAE’s strategic location and modern infrastructure have also contributed to Emirates’ success.


The main factors that affect productivity at Emirates Airlines are the company's policies and procedures, the work environment, and the employees' skills and abilities.

Location plays a role in affecting productivity because it can determine the availability of resources, the proximity to customers, and the type of customer base.

The most productive locations for Emirates Airlines are those that have a high concentration of resources, a well-developed infrastructure, and a skilled workforce.

There is a difference in productivity levels between locations because of differences in the work environment, the availability of resources, and the skill level of the workforce.

To improve productivity at Emirates Airlines, the company should focus on improving its policies and procedures, providing training to its employees, and investing in new technologies.