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Tourism Product Management and Industry Analysis - BTM4TPM

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Tourism Product Management and Industry Analysis - BTM4TPM EMIRATES

CONTENTS

CHAPTER ONE: INTRODUCTION.. 3

CHAPTER TWO: THE UNDERSTANDING OF TOURISM PRODUCT AND STAKEHOLDERS OF THE ORGANISATION.. 4

CHAPTER THREE: AN ANALYSIS OF THE CHALLENGES AND OPPORTUNITIES ASSOCIATED WITH THE MANAGEMENT OF TOURISM PRODUCTS (QUALITY, SUSTAINABILITY AND CUSTOMER SATISFACTION ASPECTS). 5

CHAPTER 4: CONCLUSION.. 6

REFERENCES. 7

CHAPTER ONE: INTRODUCTION

Welcome to my blogs series on Emirates, one of the worlds best airlines. Emirates has redefined air traveling with luxury, innovation, with best services. Wherever you flight or planning to go emirates gives you the best experience to reach your destinations.

In this blog I am going to speak about the history, some statistic about the company, some of their stakeholders, about their competitors, their goals and expectations of the company and at the end my opinions and summary as conclusion.

CHAPTER TWO: THE UNDERSTANDING OF TOURISM PRODUCT AND STAKEHOLDERS OF THE ORGANISATION

portrait of His Highness Sheikh Ahmed bin Saeed Al Maktoum History : The airline company Emirates, the “ heart” of Dubai, was founded in March 1985 with support from Dubai’s royal family . The airline commenced operations on October 25, 1985, and has told by the founder to “ look good, be good and make money” with its inaugural flight from Dubai to Karachi, utilizing an Airbus A300B4-200 and a Boeing 737-300, both wet-leased from Pakistan International Airlines.

In its initial year, Emirates expanded its network to include few destinations such as Mumbai, Delhi, Colombo, Dhaka, Amman, and Cairo. The airline’s growth and from few destinations the company reach to services for 14 destinations marked after by the purchasing of the first owned aircraft, an Airbus A310-304, delivered on July 3, 1987. This period also saw the launch of services to Frankfurt via Istanbul, as well as routes to London Gatwick and Malé.

During the 1990s, Emirates continued its expansion into the Far East and Europe, thanks to that the company started itself as a significant player in the global aviation market. The airline’s strategic growth and give a great service such as giving inflight entertainment that’s mean being the first airline to install video systems in all seats for example, that’s makes the company more fame.

Today, Emirates has grown to become the world’s largest international airline that’s operating a fleet of 269 aircraft to 158 destinations in 85 countries across the six continents. The airline’s fleet consists entirely of Airbus A380 and Boeing 777s. The airline’s dedication to innovation and quality service has solidified its position as a leader in the aviation industry. Emirates renowned their aircraft with more technology and give more comfort to the aircraft by evolving passengers’ preference such as more options across all the cabin classes, giving more option in the meals for adults and children passenger for example not only giving two types of meal (vegetarian or non-vegetarian) but also give a vegan option as well.

During my reading of the annual book of Emirates 2022-2023 I can tell you that this airline group has demonstrated a remarkable financial performance and generated numerous awards as well to solidifying their position as one of the leaders in the global aviation industry.

As new data for the 2024 the Emirates group report a profit of AED 18.7 billion (US $ 5.1 billion) making 71 % increase profit from the previous years.

The profit came from different products and services for example throughout the passenger revenues for the tickets ( in fact after the pandemic Covid-19) the passenger demand of flying with Emirates increase leaving back the gap that has been created during the pandemic, then we have the revenues that came from the Cargo department but not strong as the passenger revenue ( the revenue during 2022-2023 has been decrease of 21% ) , and the other example of revenue come from no- transportation of 4% ( selling food and beverages), this organisation have different type of revenue that came from , because Emirates not only attract passenger to use their aircraft but also promote to visit Dubai as a Destination.

Emirates in fact win different awards during the period for example one of recent awards is: - the Skytrax Word Airline Awards 2024 ( seven honours as World best inflight Entertainment and as best first class airline lounge) .

- ULTRAs 2024 Awards: honored as the best airline in the world for the products and services that the organisation provides.

-Business Traveller Middle East Awards 2024: the airline win “Best airline worldwide”, “ airline with the best premium Economy Class”,”airline with best first class” , “ airline with the best airport lounge in the Middle East and “ airline with the best Frequent Flyer Programme”, what to say Emirates really the best Airline Group.

In Summary, Emirates continue to expand their global network and shows that the company has an impressive financially performance, coupled with different awards that’s shows how good organised the airline is that provide the best products and services to impress their customers and satisfied their needs.

Now let’s write about Emirates competitor. The group have lots of competitor as the airline have a significant impact int the industry , so the organisation face some significant challenges from regional and internation aviation carriers , some of the competitors include Qatar airways, Etihad Airways, Lufthansa , and Turkish Airlines. Some of this airways are rivals in the Middle East offering high-quality services and various international routes. And as internation competitors are offering the same quality and services, with different route, in different destination that emirates is still not expanded, another strategic way that airlines use it’s the pricing to attract old or new customers who might choose them instead of Emirates. In fact because of this competitors Emirates have to innovate and improve their products and services , to maintain the head to head with the competitors, that’s why Emirates has focused on the customers services and keep their technological innovation and adaption of new programme to maintain the market position.

Sorry I write about all the information in general about the history of Emirates, the Awards and Revenues of the organisation and the competitor that the organisation are facing without writing about their best products and services that Emirates provide.

So, Emirates is offering a diverse variety of tourism products and engaging with a broad range of stakeholders, that helps the organisation to expand their group.

Some example of the products that this organisation offer are:

- Flight services: flight network that connect with 150 destination through the six continents. That includes few features: First class ( private suite, luxuries dining, full access to exclusive lounge); Business Class ( lie-flat seats, fine dining, priority boarding); Premium Economy Class and Economic Class (one with more spacious seats, dining options and additional amenities and the other one comfortable seats and diverse menu and inflight entertainment ).

- Inflight Entertainment and Connectivity : Emirates ICE ( information,communication, entertainment) this system offer a vast selection of movies, music, tv shows and games for the passenger during their haul, the airline offer a wifi connection during their flight to stay connected with the land.

- Lounges : the airline groups offer an exclusives lounges where passenger can spend their time during their connection or waiting for the flight and the organisation provide them gourmet dining, spa services and business centres.

In fact, Emirates operations involces a complex network of stakeholdes that each of these stakeholders are playing crucial role fo the airline success such for example:

Employees: Emirates appears to operate with hierarchical organisation (also known as tall structure from 1985) their employs come across the world over 160 nationalities, these staff are very important from the flight crew to the ground staff as they are vital to delivering the best service and maintaining high standards. Staff member also seek job security, compensation, career development opportunities, and safe work environment for that reason the company in actual fact invest in training and development programs to create employee skills and satisfaction to give better outcome for the company image and best services for the passengers for example a clear understanding of employee roles and responsibilities.

- Government: as a government enterprise of Dubai is a primary stakeholder providing strategic directions and support. The Government policies on aviation, tourism and international relations has a significant impact on the organisation at it cooperated to generate revenues, sponsorships and the growth of the Emirates.

- Customers: passengers its one of the main keys for the groups, the airline provide exceptional service in diverse destination and create innovate products to meet the customers expectations, create loyalty through them and positive reputation. In fact passengers expecting from the Emirates airlines high quality of service, punctuality, safety and value of money. That’s why emirates its still developing and invest in services to meet their customers demands.

to summaries Emirates as state-owned business, play strategic with the national interest giving a contribution to Dubai economy and global image, by collaborating with the government authorities to ensure the same goals. For prioritize customers satisfaction it also invests in modern aircraft and try to expand more in global network and for employments as I said before Emirates invest in training, skills and motivated the employees to do their job.

Via realizing these strategies, Emirates effectively engages its stakeholders, ensuring grouping with organizational objectives and fostering long-term relationships.

CHAPTER THREE: AN ANALYSIS OF THE CHALLENGES AND OPPORTUNITIES ASSOCIATED WITH THE MANAGEMENT OF TOURISM PRODUCTS (QUALITY, SUSTAINABILITY AND CUSTOMER SATISFACTION ASPECTS)

In this last chapter I am going to write about how emirates manage their challenges and opportunietie with their products. Emirates products involve crossing a complex relationship between quality assurance, sustainability, and customer satisfaction. Harmonising these elements presents both challenges and opportunities for industry stakeholders.

Challenges:

1. Quality Assurance: Continuing consistent service quality across diverse destinations and service providers is challenging. Variations in local infrastructure, workforce skills, and cultural differences can lead to inconsistent customer experiences.

2. Sustainability: Tourism can damage natural resources, leading to environmental degradation. Overconsumption, pollution, and habitat disruption are common issues. For instance, uncontrolled tourist influxes have resulted in overconsumption of natural resources and increased pollution in various destinations.

3. Customer Satisfaction: Meeting diverse customer expectations is complex. Factors such as cultural differences, personal preferences, and varying service standards can impact satisfaction levels.

Opportunities:

1. Quality Enhancement: Applying equal training programs and adopting global best practices can elevate service quality. Leveraging technology, such as customer feedback systems, enables real-time service improvements.

2. Sustainable Practices: Adopting sustainable tourism practices, like eco-friendly accommodations and responsible resource management, can mitigate environmental impacts. This approach not only maintains destinations but also appeals to globally conscious travellers.

3. Customer Engagement: Changing services through data analytics can enhance customer satisfaction. Understanding traveller preferences allows for tailored experiences, encouraging loyalty and positive reviews.

In conclusion, while the management of tourism products presents challenges in maintaining quality, ensuring sustainability, and completing customer satisfaction, it also offers opportunities for innovation and improvement. Positive strategies that address these areas can lead to a more resilient and appealing tourism industry.

Emirates Airline has navigated various risks and challenges to achieve its prominent position in the aviation industry. Key risks include financial volatility, safety concerns, and environmental impacts.

Risk Management and Success Strategies:

1. Financial Risk: Emirates faces financial risks such as interest rate fluctuations and currency instability. To relieve these, the airline employs are together group that approach and utilizes hedging instruments like interest rate swaps. As a result, approximately 62% of Emirates’ net debt is on a fixed interest rate basis, reducing exposure to interest rate variability.

2. Safety Risk: In operation safety is paramount in aviation. Emirates implements rigorous safety risk management practices, including thorough risk assessments and change management principles across all operations. This proactive approach ensures continuous improvement in safety standards.

3. Environmental Risk: The environmental impact of aviation is a significant concern. Emirates addresses this by investing in a modern, fuel-efficient fleet and implementing initiatives to reduce emissions and promote responsible consumption. For example, the airline has committed US$200 million towards aviation sustainability projects, focusing on reducing emissions and conserving wildlife habitats.

By successfully managing these risks through strategic initiatives, Emirates has maintained its reputation for safety, financial stability, and environmental responsibility, contributing to its overall success.

Emirates Closed Loop Recycling Journey

Sustainable Strategies:

Emirates’ commitment to sustainability encompasses several key areas:

1. Fleet Modernization: Operating one of the youngest and most fuel-efficient fleets in the industry, Emirates reduces its environmental footprint by selecting aircraft that offer lower emissions and noise levels. This strategy not only minimizes environmental impact but also enhances fuel efficiency, contributing to cost savings.

2. Fuel Efficiency Initiatives: The airline employs advanced flight planning systems to optimize routes based on weather conditions and airspace constraints, thereby reducing fuel consumption. In-flight, crews are trained to implement fuel-saving techniques, further enhancing efficiency.

3. Onboard Sustainability: Emirates has introduced eco-friendly products on board, such as economy class blankets made from 100% recycled plastic bottles. Each blanket is produced from 28 recycled bottles, preventing plastic waste from ending up in landfills and reducing energy consumption in manufacturing.

4. Environmental Management System: The airline is implementing the IATA Environmental Assessment (IEnvA) system, a comprehensive environmental management framework that covers flight operations and corporate activities. This system supports Emirates’ commitment to environmental stewardship and responsible resource consumption.

5. Sustainability Fund: Emirates has established a US$200 million aviation sustainability sponsor to support research and development projects aimed at reducing the industry’s environmental impact. This fund underscores the airline’s dedication to pioneering sustainable solutions in aviation.

Through these comprehensive sustainable strategies, Emirates aims to balance its growth ambitions with environmental responsibility, ensuring long-term operational viability and contributing positively to global sustainability efforts.

CHAPTER 4: CONCLUSION

Emirates Airline has successfully positioned itself as a global leader in the aviation industry through strategic risk management, sustainable practices, and stakeholder engagement. Despite facing financial volatility, operational risks, and environmental challenges, the airline has demonstrated resilience by investing in fuel-efficient aircraft, optimizing flight operations, and adopting sustainability initiatives. Emirates’ customer-centric approach, combined with its commitment to innovation, has solidified its reputation for quality service and operational excellence.

However, as the aviation industry continues to evolve, Emirates must adopt further measures to maintain its competitive edge.

Recommendations:

1. Enhance Sustainable Aviation Fuel (SAF) Initiatives – Emirates should increase investments in SAF to reduce carbon emissions and align with global sustainability goals.

2. Expand Digital Transformation – Implementing AI-driven predictive maintenance, personalized customer experiences, and automated operations can enhance efficiency and customer satisfaction.

3. Strengthen Partnerships for Eco-Friendly Tourism – Collaborating with eco-friendly hotels, tour operators, and sustainability organizations can enhance Emirates Holidays’ responsible tourism efforts.

4. Develop Regional Expansion Strategies – Expanding routes to emerging markets in Africa and South America can drive revenue growth.

5. Increase Employee Training in Sustainability Practices – Providing staff with advanced training in eco-friendly practices can further integrate sustainability into company culture.

By implementing these recommendations, Emirates can reinforce its leadership in aviation while promoting long-term sustainability and innovation.

Thank you to stay with me until the end and read my blogs, a big good luck to Emirates for reach their future goal and thanks to give us all the important information about their organisation .