Judul : UAE airline Emirates seeks to wow Hong Kong with premium travel offerings
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UAE airline Emirates seeks to wow Hong Kong with premium travel offerings
Airline also stresses pledge to promote tourism highlights in city and Middle East as part of commitment to strengthening mutual collaborationDubai-based airline Emirates has set its sights on Hong Kong's high-end customers amid growing demand for premium travel, with plans to wow customers from the city with two aircraft retrofitted under the company's US$5 billion cabin upgrade effort.
The airline also stressed its pledge to promote the tourism offerings in Hong Kong and the Middle East as part of its commitment to strengthening mutual collaboration amid the city's aggressive push to attract investment from the region, as the number of visitors travelling between the two places continued to grow.
In an interview with the Post last week, Sultan Alriyami, the airline's area manager for Hong Kong and Macau, said the roll-out of two refurbished aircraft, a Boeing 777 from July 1 and an Airbus A380 from October 1, would support a twice-a-day service between the city and Dubai as demand was strong among local fliers for the airline's premium classes.
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The refreshed cabins come in four classes - first, business, premium economy and economy. The move is part of the airline's US$5 billion retrofit programme, the largest in aviation history and involving 110 Airbus A380s and 109 Boeing 777s.
"We have noticed that there is a good demand overall for our premium classes. And for Hong Kong markets, we have always witnessed a strong demand in the business and first class," he said.
"Adding in the premium economy will definitely enhance the experience of our customers ... We have recently announced this product in Hong Kong, and we've already noticed growth happening in our premium class cabins."
Alriyami said passenger traffic and revenue levels arising from Hong Kong's routes had reached new heights in recent years.
"The growth is very healthy, truly speaking, from a passenger and from a revenue perspective. What I can tell you is that we always outdo the numbers versus the previous year. So year on year, we notice a good growth," he said.
Emirates already operates 21 flights per week from Hong Kong to Dubai and Bangkok, while more than 30 freighters depart the city on a weekly basis.
Since the start of the makeover programme in November 2022, the carrier has already retrofitted 61 aircraft as of this month. The move is taking place amid a rising trend of premium airlines seeking to revamp their ageing aircraft.
Under the revamp, Emirates' first-class cabins now have electronically controlled privacy doors, with personal temperature controls and adjustable mood lighting for an interior refitted with plush leather and premium materials.
Its upgraded business cabins have a 1-2-1 seating arrangement, while its premium economy seats come with in-seat charging points and a side cocktail table.
The company has become the world's most profitable airline, with the group announcing in May a record-breaking pre-tax profit of US$6.2 billion for the 2024-25 financial year, up 18 per cent year on year, and staff set to receive a 22-week bonus payout.
Its revenue also hit a record high of US$39.6 billion, a 6 per cent increase.
Alriyami said the airline would strive to promote mutual tourism flows between Hong Kong and the Middle East, adding that the city was a very important market for the carrier.
"We signed an agreement with the Hong Kong Tourism Board a year ago, and this is to enhance the travel experience and to grow the city's inbound travellers from the Middle East, Europe and Africa," he said.
"So we're working closely with various sectors to promote Hong Kong as a leisure destination, specifically to promote Hong Kong, Emirates and Dubai. It's always a win-win situation, and we work with the same goal."
The airline signed a memorandum of understanding with the Tourism Board last year to promote travel to Hong Kong, part of the board's efforts to increase initiatives within and for the Gulf market.
The initiatives include the promotion of a wide range of luxury experiences and halal-friendly activities for Gulf visitors, including sailing on yachts, city helicopter tours, luxury shopping, meals served by elite chefs, customised adventure itineraries and martial arts lessons with renowned masters.
"The results are promising. We continuously see growth in the number of visitors and bookings from Dubai and other parts of the world, such as the Middle East and Europe. It's healthy from both ways," Alriyami said.
"Hong Kong has always been a very important destination to us ... We are very committed to the market here."
The airline recently announced it would operate daily flights to Shenzhen from July, and planned to add Hangzhou to its China network.
"We continue to review. And if the opportunity comes in and we see it as feasible from all aspects of business, then we will look into [operating more routes from Hong Kong]," Alriyami said.
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This article originally appeared on the South China Morning Post (www.scmp.com), the leading news media reporting on China and Asia.
Copyright (c) 2025. South China Morning Post Publishers Ltd. All rights reserved.
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