THE MAKING OF EMIRATES

AIRLINES

By Nonna Avagyan
HOW IT ALL STARTED: THE FORMATIVE
YEARS
1. Gulf Air reduces its services to Dubai = a gap in the market;
2. Sheikh Mohammed bin Rashid al Maktoum starts discussing about
starting an airline with Sir Maurice Flanagan;
By the end of the year, after much thought and discourse, the ‘Emirates’
name had finally been birthed, and the airline was launched, with financial
support from the Dubai royal family.
FIRST STEPS
In 1985, Emirates airlines took passengers from Dubai to Karachi,
Pakistan, on a Boeing 737, heavily relying on Pakistan International
Airlines for aircraft technical and administrative assistance. Emirates
struggled to find funding due to a lack of government subsidies.
In 1987, another important landmark was ticked off as Emirates’ first
owned aircraft, flew from Toulouse to Dubai. Within the first 5 years since
its inception, Emirates expanded to 14 destinations.
CRUISING STEADILY: MAKING A NAME
FOR ITSELF DURING THE 1990S
Emirates became the very first airline to use video systems in all seats,
throughout all cabin classes, on all their flights.
Later that year, Emirates moved its headquarters into a brand new $2
million departure terminal.
The years 1993 and 1994 saw further expansion in in-flight technology, as
Emirates became the first airline to introduce telecommunications and fax
services in the sky.
HIGH FLYER: STEPS TOWARD AVIATION
DOMINATION
The 2000s decade saw Emirates kick its growth into overdrive, as it
placed an order for 25 Boeing 777-300s, 8 Airbus A340-500s, 3 Airbus
A300-200s, and 22 double-decker A380s.
Between 2001 and 2002, the airline focuses on recovering after the 2001
bombing in Columbo Airport, which destroyed three and damaged three
aircrafts.
Then the September 11 bombings take place, instilling fear in
passengers globally.
THE SILVER LINING
Due to the circumstances, major airlines had halted their operations in
Dubai and other UAE cities, meaning that Emirates could now acquire
their market share and take advantage of what would usually be a
detrimental circumstance.
In the coming years, Emirates enjoyed a steady incline until 2004, when
it began to fly to John F. Kennedy International Airport in New York
City, using Airbus A340-500 aircraft.
CONNECTIONS
Also in 2004, Emirates signed a historic £100 million deal sponsorship
deal with the iconic football team, Arsenal. Through this deal, Arsenal
Stadium was renamed Emirates Stadium for 15 years, along with a
shirt sponsorship deal for 8 years. Over the years, other strategic
partnerships include an Emirates-Qantas partnership, as well as a
flydubai partnership.