Emirates Xploration - China

Oct 2009

Prepared By Renee Zhang

Leo Burnett, Shanghai - Planning Department

The People We Spoke To …

Maggie, 31

Editor of a Luxury Magazine

- Business trip to Europe nearly once a month, overseas holiday about twice a year

- Emirates first class user

Yijia, 33

Trading Company Owner

- Flies to Italy for business

4-5 times a year

- No Emirates experience yet

Frank, 35

Consultant

-Overseas business traveler

-Never used Emirates before

Anny, 29

Associate Account Director

- Takes holidays abroad

once a year

- Flew Overseas (France)

with Emirates once

Their Perspective on the Future of Travel

Travel will become easier and people will have more control

over their journey

– “SMS notice of the flight info before check-in to be better prepared for any cancellation or delay.”

– “I don’t’ have to worry that I couldn’t catch the next flight when I transfer. The airline has an individual route and lounge to ensure I will be taken care of during the whole journey.”

– “Luggage safety will be 100% guaranteed.”

There Will Be Less Compromise & More Indulgence

– “I am looking for new technology to ensure the humidity of cabin that people feel comfortable with.”

– “Better food choices with local flavor. Collaboration with top Michelin rated restaurants to provide special offerings only available at this airline.”

– “Even at the economy class, all passengers will have spacious area where they can completely lie down and stand up to do some exercises.”

– “First class passengers can check-in in the VIP rooms.”

– “Each flight attendant will be only shared with a few passengers to ensure the service is fast and high quality.”

Their Perspective on the Future of Travel

Much More Personalized Service

– “I hope the flight attendant can call my name directly instead of just calling me madam.”

– “The cabin crew know what I like and what I don’t in advance. I will be offered my own tailored menu and entertainment programs.”

– “My name will be embroidered on the toilette Knit, such as eye-patch and towel.”

Their Perspective on the Future of Travel

What’s Different About Emirates?

• Stopover at Dubai is a great attraction for travelers, especially those holiday makers who do not have tight schedule and are more willing to take time to enjoy the journey.

• High expectations on service. People feel Emirates service must be premium and exclusive.

• Decent passengers to fly with, which ensures a nice flight environment.

• The appealing packages and competitive price.

Users and Non-Users think of Emirates differently

• For those who haven’t experienced Emirates, the brand is extremely desirable.

– “Emirates is just like Hermes. Lots of people long for it, but not every one can afford it.”

– “Compared with other airlines, taking Emirates is definitely a confidence boost. If I take Emirates for a business trip, I feel I’m already successful before attending the conference.”

• However, for those who have experienced Emirates, the brand seems to lose its lustre.

– “I feel Emirates is not for me. Though I was treated like a queen with all those luxurious facilities, I still feel distant with the brand.”

– “Emirates is luxurious and mysterious. It absolutely attracts people for the first trial. But after you have tried, you’d feel it’s just like that. Satisfying, but nothing beyond.”

Losing the Lustre: Emirates is Perceived as Luxurious, but Not “Human”

• “ANA cares me. Emirates spoils me. I would prefer ANA for economy class and Emirates for business class.”

• “Other airlines, such as Singapore Airline or Air France, take care of me like my family. But at Emirates, I feel they treat me as they were my servants.”

• “You can get all that you want , as long as you have enough money.”

• “It seems like Emirates is saying ‘Money can buy everything’. Lavish, but less taste.”

The “Human Touch” Makes the Journey.

• People feel it important that their choice and private space have been taken seriously and with respect. Good service is not intrusive, but makes people feel they have been taken care of from the heart.

– “A flight attendant turned on my reading light when I was reading, though I didn’t realize it was dark already. I felt warm with such a detail.”

– “I always feel dry during the long flight and needs water badly. But it only happened once at a flight that the attendant kept offering me water without my request. I felt I was treated like VIP, though sitting in the economy class.”

– “Stuck in such a limited space, I feel quite uneasy. But flight attendants’ smile and patience calm me down.”

Social Responsibility Can Underpin a Human Connection.

• Be green– “Green is luxury. As such a powerful brand, Emirates should definitely take the

initiative to apply the leading technology into environment protection, e.g. using recycled boarding cards to reduce paper waste.”

• Charity– “The facilities of Emirates is already at the top level. I can feel it has invested a

lot to make the affluent happy. But at the same time, it’s also important for a premium brand to help the poor. It shows that Emirates really takes care of the human beings, not only people with money or power.”

Associative Brands

• People are looking for brands that can resonate with their perception of who they are and who they would like to be.

– The Peninsula Hotel• “Its prestigious heritage and its legendary stories with celebrities are so attractive to

me. Just having a cup of coffee at Peninsula already makes me feel I am part of this extreme elegance.”

– W Hotel• “It’s high-end and elegant. What’s more important, it’s creative and has its own taste

and personality. It’s just like me.”

– Hermes• “I am a member of exclusivity when I wear Hermes.”