from other airline hubs around the world,” Bentrott said. “There, it’s all integrated— an integrated economic machine.” The airline carried 44.5 million passengers last year, a 13 percent increase from the previous period. Current growth levels project Emirates will carry about 93 million passengers in the year ending March 2020. Bentrott said the economics and long-range capabilities of the 777 have long played an important role in the success of Emirates’ business strategy. Emirates took delivery of its first 777-200 in 1996. As the airline moved to extend its global reach, Emirates expanded its fleet with different 777 models. In 2011, Emirates announced an order for 50 777-300ERs (Extended Range) which, at that time, was Boeing’s largest commercial airplane order by dollar value. That order was surpassed in July of this year when Emirates ordered the 777X. The order became part of the largest product launch in commercial aviation history. For several years, Emirates has played a significant role in planning the features and performance capabilities of the 777X. The airline’s many years flying a large fleet of 777s has given it a wide-ranging knowledge of the airplane’s performance and how it can be further improved, Bentrott noted. “There’s no question about it; Emirates has been integral in contributing to the development of the 777X,” Bentrott said. “As a result, the airplane is going to deliver more value—not just to Emirates, but to the marketplace as a whole.” While Emirates’ collaboration on the 777X was more extensive, it also was involved in design features of the 777-300ER. Currently, Emirates has 142 777 jetliners in service, and 202 on order. It also operates two 747-400ER freighter jumbo jets. In addition, Bentrott sees Emirates as a potential customer for the 787 Dreamliner. Bentrott noted that Emirates has focused on widebody airplanes since the single-aisle market is served by Dubai-based flydubai, a low-cost carrier. However, Emirates does use widebody airplanes to service short-haul, high-volume routes. Bentrott attributes a large share of Emirates’ success to its president, Sir Tim Clark, a citizen of the United Kingdom, who has worked in the Middle East’s airline industry for many years. He also has been a catalyst, pioneering the global use of the 777 in multiple ultra-long-haul routes. “Sir Tim is a fabulous visionary for the industry, and certainly for PHOTO: A Boeing 777-300ER (Extended Range) in Emirates livery takes off at Dubai International Airport earlier this year. Emirates is based in Dubai, United Arab Emirates. SHUTTERSTOCK Frontiers November 2014 51
Frontiers November 2014 Issue
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