Does the Emirates Airline Operate on a Level Playing Field?
By Shalini Agraawal

An emirate, the Arab World's fastest expanding airline is currently being implicated by its peers of leveraging an unreasonable advantage, offered the patronage it gets from the royal family of Dubai. The airline company owes it beginning to a cancelled flight of the then crowned royal prince of Dubai, Sheikh Mohammed Bin Rashid Al Maktoum, who bought the Dubai Tourism Authority to start the airline company in the exact same year. Since then the airline has been expanding at a scorching rate of 20 percent a year, emerging as the 2nd most lucrative airline on the planet. Being the main service provider of the Federal government of Dubai, it makes sure to take advantage of the projected influx of 15 million visitors who intend to spend their vacations in Dubai next year. A lot of which will pick Emirates for their travels.

Contending airline companies declare that Emirates obtains its gas at a subsidised price and the entire federal government equipment in Dubai bends backward to help the airline company which has never ever published a loss. Emirates, its movie critics insist, does not need to fret about high work costs as it benefits from a migrant labor force in Dubai which comprises of workers from South Asia that are forced to function as servants because labour legislations are honestly flouted in this city-state. Without corporate tax obligation, income tax obligation and trade unions to trouble about, the airline plainly has an unmerited edge over its rivals. This is something which is inconsistent to the 'open skies policy' advocated by the government of Dubai.

They say Dubai's famous PR equipment indirectly assists the airline company by developing the preferred presence in the mindscape of customers that are looking for economical vacations bargains to Dubai. Another fee levelled by its competitors is that the tourism machinery in Dubai burns the midnight oil to generate the much needed attention for the airline. Other airlines do not have the economic muscle mass to produce such a media strike and as a result lag behind. With unstinted financial backing from the government of Dubai, Emirates has the economic muscle to acquire double-decker A-380 very- big jets from Jet. A relocation that makes certain to interest discerning business and recreation tourists throughout the world who don't search for affordable holiday deals however want an unforgettable experience each time they take a trip.

To be reasonable to Emirates, the airline company has gone after meritocracy as the example of progress. Plenty of its senior management staff includes expats including the existing President of the company. It has actually captivated itself to the swish established by establishing brand-new criteria in traveler convenience offering special mini-suites inside its business course cabins that guarantee the ultimate in opulence and convenience. Emirates has actually grown itself as a brand in the developed markets of the west by sponsoring major sporting events and occasions; therefore developing top of the mind recall among customers in the established world.

Nevertheless, industry experts feel that such unstinted patronage would confirm to be counter-productive in the future. It would make the airline company and its monitoring contented, bureaucratic and unable to face the challenges of the future. Just time will whether Dubai's rulers, blinded by ambition and greed, would certainly attend to such advice or not? If they do, they will take the primary step in making Emirate a highly affordable airline that can make it through on its own vapor and emerge as a beast brand name that will last a century.

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