Cocoon in the Sky

When it comes to travel, Mark knows what he wants and what he doesn’t want. When you’re traveling upwards of 20+ flights per year, both internationally and domestic, you tend to figure those things out pretty quickly. But let’s step back for a minute to learn a bit more about Mark. Mark is a savvy veteran of the ad industry, an avid sports fan and a dedicated family man. So whenever duty calls, Mark is ready with bag in hand— he sees it as a necessary part of his job.

This isn’t to say that he loves all aspects of travel. Of course there are some things he’d like to change: “Little things that could make it easier. No one is asking for the world. It’d be nice if they could just improve a few of the barriers like getting through the whole security and waiting process.” Also, Mark has seen how much the industry has changed in regards to technology. “Things always come up when you fly, business travel especially. I just don’t want to reach a point where there’s no one there to help you.”

In Mark’s perfect world, he’d be able to find his seat, get comfortable and not be bothered until he lands. Mark, like a lot of people, doesn’t want to interact with anyone else when he’s en route and simply wants to be in “a cocoon.” Is this only when he’s traveling for work? “No, even when I’m with my family, I like to do my own thing and be able to zone out on my flight.”

The one thing he does enjoy about his flight experience is the development of in-flight entertainment - namely TV. “When you’re on a plane for 14 hours, [the in-flight entertainment] makes a big difference.” He does warn about a problem certain large US airlines have in regards to their entertainment: “The ones that play their content on a loop drive me crazy because they’re not on your time at all. What if you want to work for a while or sleep? Or you’re coming from a different time zone? Then you end up having to watch a movie half way in.”

Emirates, besides being the UAE’s national carrier, is widely known for its incredible and impeccable customer service. And it isn’t simply a matter of standing pat in this regard, but there’s also a chance to create a niche, helping further distinguish themselves from other carriers (budget and even luxury). Because while it’s great, customer service isn’t about waiting on someone hand and foot, but being there when they need you. This is different for every person. Some want to be pampered and have extra blankets and pillows. Some want to be reassured that their flight will be on time. And others, like Mark in this case, simply want to be undisturbed. The key is for Emirates to know who’s who and when to do what.

Offer them a cocoon of security.