Marketing Strategies of Emirates: Fly Better

Marketing Strategies of Emirates: Fly Better
Marketing Strategies of Emirates

Emirates has established itself as a global powerhouse, setting new standards for luxury and excellence and having a skyrocketing trajectory that has revolutionized the aviation industry. Emirates was founded in 1985 as the national airline of Dubai, United Arab Emirates. Since then, it has gone on an extraordinary journey that has helped it rise to the top of the market.

Emirates’ illustrious history is enriched by its unwavering dedication to innovation and client satisfaction. The airline consistently achieves record-breaking sales figures, carrying more than 59 million passengers in the fiscal years 2021–2022. The Emirates Group’s revenue rose an astounding 81% from the prior year to a staggering AED 119.8 billion (US$ 32.6 billion). Such impressive figures are proof of the unwavering confidence that travelers all over the world have in the Emirates.

Emirates is one of the world’s top airlines because of its unwavering commitment to quality, which has helped the company gain a sizable market share. Operating over 1,990 passenger flights per week to a network of 101 destinations in 61 countries across six continents, Emirates seamlessly connects people from all corners of the world.

Emirates’ successes and accomplishments have not gone unnoticed. Numerous prestigious awards, including the title of World’s Best Airline at the Skytrax World Airline Awards, have recognized its consistent growth and superior service. Such acknowledgment is a powerful testament to Emirates’ unwavering dedication to offering its customers experiences that are unmatched.

A key factor in Emirates’ success lies in its astute marketing strategies. By leveraging its unparalleled luxury offerings, cutting-edge technology, and global reach, Emirates has captured the imagination of travelers worldwide. The airline’s distinctive branding, captivating advertisements, and sponsorship of high-profile events have propelled it into the spotlight, ensuring its presence resonates far beyond the confines of the aviation industry.

Emirates stands tall as a symbol of excellence and innovation in the aviation industry. Emirates continues to soar to new heights with the highest cash balance ever reported of AED 42.5 billion (US $11.6 billion), propelled by its unwavering dedication to delivering extraordinary experiences, its strong market position, and its unwavering dedication to redefining the future of travel.

Emirates – Target Audience
Emirates – Marketing Mix
Emirates – Marketing Campaigns
Emirates – Marketing Strategies

Emirates – Target Audience

Emirates has strategically positioned itself to cater to a diverse and discerning target audience. This includes high-net-worth individuals, business executives, and luxury-seeking leisure travelers. With a global appeal, Emirates targets passengers from various regions, offering a vast network of 101 destinations across six continents. The airline focuses on individuals with higher disposable incomes who value premium services and exclusive experiences. Emirates also draws frequent business travelers who value connectivity and efficiency.

Emirates – Marketing Mix

Emirates, the epitome of luxury and innovation in the aviation industry, has mastered the art of creating a powerful marketing mix that captivates and entices its target audience. Through meticulous planning and execution, Emirates has seamlessly integrated the key elements of the marketing mix to position itself as a leading global airline.


Emirates offers an exceptional product that sets it apart from its competitors. Emirates offers an unmatched traveling experience with its cutting-edge aircraft, opulent cabin interiors, and top-notch amenities. The airline continually invests in upgrading its fleet to ensure the highest standards of comfort and safety for its passengers.

Emirates Business Class Seat
Emirates Business Class Seat


Emirates employs a dynamic pricing strategy, balancing affordability with the perception of exclusivity. The airline offers different fare classes, allowing customers to choose the level of luxury and services they desire. By leveraging its extensive route network and operational efficiency, Emirates strives to offer competitive prices while maintaining its premium positioning.


With its hub at the world-renowned Dubai International Airport, Emirates strategically positions itself as a global connecting point. The airline’s extensive route network spans major cities across the globe, allowing convenient and seamless travel for its passengers. Moreover, Emirates collaborates with partner airlines to extend its reach and offer customers a wider range of destinations.

Emirates' Route Network
Emirates' Route Network 


Emirates’ marketing campaigns are known for their creativity, sophistication, and global reach. The airline utilizes a mix of traditional and digital advertising channels, captivating audiences with captivating visuals and compelling storytelling. From high-profile sponsorships to engaging social media campaigns, Emirates leaves no stone unturned in creating brand awareness and driving customer engagement.


Emirates places a strong emphasis on its customer service, recognizing the crucial role of its staff in delivering exceptional experiences. The airline invests heavily in training and development, ensuring its employees embody the brand’s values of hospitality and professionalism. From the pilots to the cabin crew, Emirates’ dedicated team plays a vital role in creating a positive and memorable journey for passengers.

Emirates’ success in the aviation industry can be attributed, in large part, to its effective marketing mix. With its unwavering commitment to innovation and customer satisfaction, Emirates continues to redefine the boundaries of excellence in the market, captivating travelers worldwide with its unmatched luxury and service.

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Emirates – Marketing Campaigns

Emirates has crafted a series of captivating and memorable marketing campaigns that have left an indelible mark on the minds of consumers worldwide. These advertisements demonstrate the airline’s dedication to innovation, luxury, and the hassle-free travel experience it provides.

Emirates launched the Hello Tomorrow campaign in 2012, and it was one of its most notable campaigns. This global advertising campaign marketed Emirates as a cutting-edge, futuristic airline. The advertisement featured futuristic graphics that emphasized the airline’s state-of-the-art aircraft, luxurious amenities, and top-notch service. The campaign, which positioned Emirates as a symbol of innovation, helped it stand out from its competitors.

The “Emirates #HelloJetman” campaign is another noteworthy one from 2015. Emirates displayed daring jetpack flying feats alongside its A380 aircraft as part of a ground-breaking partnership with Jetman Dubai. The marketing campaign, which fused the thrill of extreme sports with the comfort of air travel, captivated audiences all over the world. It demonstrated the brand’s audacity and willingness to break barriers, further solidifying its position as an innovator in the field.

Emirates: #HelloJetman

Real Madrid and Emirates have a successful partnership that has produced effective marketing campaigns. Emirates has produced interesting content featuring Real Madrid players, such as in-flight safety videos and behind-the-scenes footage, by utilizing the team’s international fan base. These campaigns have successfully tapped into the passion of football fans, effectively promoting the airline and strengthening its brand presence.

Emirates & Real Madrid - One Team | Emirates Airline

These marketing campaigns demonstrate Emirates' ability to think outside the box and create memorable experiences for consumers. By combining cutting-edge technology, captivating storytelling, and strategic partnerships, Emirates continues to captivate audiences and reinforce its position as a leader in the aviation industry.

Emirates – Marketing Strategies

Emirates has soared to remarkable heights through its impeccable marketing strategies. With a blend of innovation, creativity, and a customer-centric approach, Emirates has successfully positioned itself as a leader in the aviation industry. Let’s explore the top marketing strategies that have propelled Emirates to the forefront of the market.

Branding Excellence

Emirates has cultivated a strong brand identity, symbolizing luxury, elegance, and impeccable service. Its iconic logo, the Emirates logo, has become synonymous with world-class air travel. Through consistent branding across various touchpoints, Emirates has instilled trust and loyalty in its customers.

Emirates Logo
Emirates Logo

Customer-Centric Approach

Emirates places its customers at the core of its marketing strategies. By understanding their needs and preferences, Emirates delivers tailored experiences that exceed expectations. The airline invests in advanced data analytics and customer feedback mechanisms to gain insights and personalize offerings. Emirates’ My Emirates Pass campaign offers exclusive discounts and benefits to its customers, enhancing their travel experiences and fostering customer loyalty.

Innovative Partnerships

Emirates has forged strategic partnerships with high-profile entities to extend its brand reach and create unique experiences. Collaborations with luxury brands, sports teams, and cultural events have allowed Emirates to tap into diverse markets and connect with a broader audience. Emirates’ partnership with Formula 1 showcases its commitment to speed, precision, and technology. By sponsoring the Emirates Formula 1 team, the airline leverages the global appeal of motorsports to enhance its brand visibility.

Partnership of Emirates and Formula 1
The Partnership Between Emirates and Formula 1

Exceptional In-Flight Services

Emirates’ focus on providing exceptional in-flight services sets it apart from its competitors. From gourmet dining options to onboard entertainment systems and luxurious cabin interiors, Emirates offers a memorable and immersive travel experience. The Emirates A380 Onboard Lounge exemplifies the airline’s commitment to luxury and hospitality. Passengers can socialize, enjoy premium beverages, and relax in a sophisticated setting.

The Emirates A380 Onboard Lounge

Digital Marketing and Social Media Engagement

Emirates utilizes digital platforms to engage with its audience and build brand loyalty. Through captivating content, influencer collaborations, and engaging social media campaigns, Emirates creates a strong online presence and fosters customer interaction. Emirates’ Fly Better campaign utilized social media platforms to encourage passengers to share their travel stories and experiences. This user-generated content amplified the brand’s reach and reinforced its brand message.

Sponsorships and Event Marketing

Emirates’ sponsorship of high-profile events and sports teams helps enhance its brand visibility and engage with target audiences. By aligning itself with prestigious events, Emirates reinforces its association with luxury, excellence, and global connectivity. Emirates’ partnership with the ATP World Tour as the official airline showcases its commitment to international sports and connects with tennis enthusiasts worldwide.

Emirates’ Partnership with the ATP World Tour
Emirates’ Partnership with the ATP World Tour

Commitment to Sustainability

Emirates’ marketing strategies incorporate its commitment to sustainability, highlighting its efforts to reduce environmental impact and promote responsible travel. By emphasizing eco-friendly initiatives, Emirates appeals to environmentally conscious travelers. Emirates’ A Greener Tomorrow campaign emphasizes its commitment to reducing carbon emissions and promoting sustainable practices, resonating with environmentally conscious travelers.

A Greener Tomorrow | Emirates Airline

Emirates has demonstrated the power of effective marketing strategies. These marketing strategies have not only propelled Emirates to the forefront of the aviation industry but also established it as a global symbol of luxury and excellence. So, marketers and start-ups, take note and embark on your journey of success by learning from Emirates’ remarkable marketing strategies. Dare to be bold, think outside the box, and create experiences that leave a lasting impact on your target audience. The sky’s the limit!


When was Emirates founded?

Emirates was founded in 1985 as the national airline of Dubai, United Arab Emirates.

What is the target audience of Emirates?

Emirates' target audience includes high-net-worth individuals, business executives, and luxury-seeking leisure travelers. The airline focuses on individuals with higher disposable incomes who value premium services and exclusive experiences. Emirates also draws frequent business travelers who value connectivity and efficiency.

What are the marketing strategies employed by Emirates?

Below are the marketing strategies employed by Emirates:

  • Branding Excellence
  • Customer-Centric Approach
  • Innovative Partnerships
  • Exceptional In-Flight Services
  • Digital Marketing and Social Media Engagement
  • Sponsorships and Event Marketing
  • Commitment to Sustainability

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