Emirates, the world’s largest international airline, is concluding another banner year of growth and innovation, marking significant milestones across its fleet, network, and product innovation initiatives, cementing its position as a market leader and industry trendsetter.
Since January 2017, Emirates has carried over 59 million passengers. The airline served over 63 million meals on its flights departing Dubai, and moved over 35 million pieces of baggage in Dubai to its network of 156 destinations.
Emirates registered over 3,600 passenger flights on average per week, or over 191,000 flights in 2017, travelling more than 886 million kilometres around the globe, which is equivalent to over 16,000 trips to Mars.
Reflecting on the year, Sir Tim Clark, President Emirates Airline said: “Despite the ups and downs of 2017, Emirates delivered steady growth and we have come out stronger and even more resilient. Throughout the year, we challenged convention and acted nimbly to mitigate challenges and maximise opportunities.”
Fleet milestones and investments
Emirates grew its fleet by 21 new aircraft in 2017, with 9 A380 and 12 Boeing 777-300ER deliveries, rounding off the year with 269 aircraft, and 243 aircraft pending delivery. The airline also retired 11 aircraft over the course of the year.
The airline marked nine years of A380 operations and also celebrated its 100th A380 delivery milestone in November, strengthening Emirates’ position as the world’s largest operator of the iconic double-decker aircraft. The Emirates A380 has carried over 90 million passengers since its introduction in 2008.
Emirates expanded its network to 156 destinations in 2017, with the addition of three new passenger destinations: Newark, USA via Athens; Zagreb, Croatia; and Phnom Penh, Cambodia.
In addition, Emirates boosted frequencies and upgraded capacity to several points across its network, reaffirming the airline’s commitment to offer greater choice and connections for its customers.
Building on brand success
Emirates continued to invest in its brand. In August, Emirates extended its title partnership with the prestigious FA Cup through to 2021. That same month, the airline renewed its European Tour Agreement for another four years. The new deal includes Emirates becoming an Official Partner of the 2018 Ryder Cup, an event which brings together 24 of the top golfers from Europe and the USA.
In October, Emirates launched a $15 million campaign to inspire travel and promote the airline’s extensive network of global destinations including its home, Dubai.
The campaign used the classic tune, “Don’t stop me now” by British rock band Queen, and the ads utilised clever filming techniques, shifting between key destinations and Emirates’ onboard experiences, to tell a story of “a picture within a picture”.
In November, the airline rolled out TV celebrity Jeremy Clarkson for its global ad campaign, drawing on Clarkson’s humour and motoring credentials to launch its new fully enclosed First Class suites inspired by Mercedes Benz.
During the Dubai Airshow, Emirates offered spectators a special fly-past that featured its Boeing 777-300ER and A380 performing a flying display with the UAE’s air display team, Al Fursan. Both the Emirates 777-300ER and A380 flying display aircraft were emblazoned with the HH Sheikh Zayed decal as a tribute to the late founding father of the UAE.