Seat sale as Emirates expands aggressively for market share
Posted on 08 February 2012 with no comments from readers
Emirates Airline is slashing up to 30 per cent off the cost of its flights in a three-day seat sale that started yesterday. The carrier is adding routes all over the world this year and takes delivery of an A380 superjumbo every month.
Grabbing market share in the teeth of a global economic slowdown is not going to be easy, especially for the legacy airlines whose fleets operate at higher cost levels. A380 aircraft cost around 20 per cent less to fly per passenger and are often full because they offer a superior flight experience.
Seat sale
The seat sale is for departures up until June 10th. Dubai to London Heathrow on an A380 starts from AED2,270 in economy. Dubai to Vancouver at AED14,600 in business class undercuts British Airways’ cheapest offering by 25 per cent.
The Dubai to Vancouver route is via Seattle, one of the many new destinations being added this year to the airline’s network. It is not only cheaper but faster than going through London. Newly introduced flights from Dallas, Rio de Janeiro and Buenos Aires are also included in the sale.
Emirates is banking on passengers from these locations choosing Dubai as a transit hub to the Fast East rather than the crowded European hub airports. Africa is another area of expansion.
From July 1st Emirates will fly to Lagos. Lusaka, the capital of Zambia, and Harare, the capital city of Zimbabwe have just opened.
Then again Europe is not being neglected either with now daily flights to Dublin and additional flights to Milan from June as well as a new service from St Petersburg, the second largest city in Russia. A380s will serve Tokyo and Melbourne by the end of the year.
Aggressive expansion
To expand so aggressively in what promises to be a difficult year for global aviation clearly means discounting to win market share. It is therefore unlikely that this week’s seat sale will be the last.
Emirates will also not be alone in its expansion plans. Both Abu Dhabi’s Etihad and Qatar Airways are in vigorous expansion phases this year, and there will be intense competition for passengers.
It all sounds like good news for the traveling public.
