Traveling and Connecting in Dubai

Imagine visiting and stopping over in Dubai, the rich city of gold and natural resources. With a visa, you can enjoy their delicate cuisine and the visually artistic city out there, but when you're stuck at the airport, there is very little to explore.

All there is to do is to shop the duty free goods at the airport. Whilst this seems like a dream, it also does not really fascinate the traveler whose main purpose is merely to connect to their next flight.

All in the name of Emirates, passengers have chosen the low cost tickets that Emirates offers for a trip from Johannesburg to London. But the ticket comes with the price of having to put themselves through long hours of waiting at the Dubai airport.

We spoke to Robin, a chef working in the northern parts of Johannesburg. She tells about a skiing trip she took to Switzerland with friends. What seemed like a bargain turned out to be emotionally exhausting trip that took away from the fun of skiing.

Robin and her best friend Greg had been planning this trip for months; they had booked tickets via the internet and chosen Emirates as the perfect airline because of their low costs. With the skiing gear neatly packed in their bags, and their airplane tickets ready, they boarded the glam Emirates plane that promised them a wonderful time ahead.

“Their planes are awesome. They have the best entertainment system and the best service we had ever seen in our lives. They are ahead and I respect them for their wonderful service, but we hadn’t anticipated the mishaps that would take place after our long flight to Dubai.”

With a selection of up to a thousand movies to choose from, comfortable seating and decent leg room, Emirates had quickly scored points for these two, but little did they know that this build up was only to be met with an uncomfortable transit stop and drama.

“I have never waited so long for a plane -- and only to have my luggage lost.”

After four long hours of waiting and airport wandering, Robin and Greg left Dubai feeling exhausted and not so enthusiastic about Emirates and the trip they still had ahead of them. The anxiety of waiting on the uncomfortable chairs made them lose out on an extra four hours of their sleep. And to make matters worse, when they arrived, their luggage had gone missing. For four days, they went without their skiing equipment. What seemed like a dream trip had turned out to be a nightmare, and all of a sudden, Emirates seemed like a catalyst to their misfortune.

Help them feel less anxious about transit stops. 

Robin and Greg are not the only people who avoid Emirates because of their long transit stop.

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“People have nothing against the Emirates brand. If anything they respect them,” says Victoria, a travel agent based in Rosebank. "But clients are not happy with the akward routing the airline offers. And most ask about Emirates but are sometimes not very keen on flying with them again because they just find it unnecessary to go to a destination they did not set their hearts on. It really leaves travelers feeling exhausted and at risk for mishaps."

Whilst people are looking for bargains and a means of getting to their preferred destination, they also weigh up the cost and hours spent worrying and rectifying mistakes made by airlines. Flying for these people, is a risk and not just a life risk but a risk of an incomplete experience. Flying and connecting means more hours of airport scuffle, panic, delayed flights and worst of all,  luggage loss. Flying and connecting means meeting your worse demons of loneliness and anxiety if you are  travelling alone. It means the worry of not reaching your destination in one piece.

So whilst people are keen on exploring, they are also looking for an easier way to get to their destination. They want as little hassle as possible and feel that losing even a minute on their trip are moments lost exploring. It takes away from the fun and experimentation of your destination, it dampens your mood and leaves you vulnerable to fights and misconduct by the airline. To avoid this experience, most people do not even consider Emirates when going to Europe. 

For frequent flyers, Emirates is one of the best airlines in the Eastern part of the world, but it is a limited one. To travelers, Emirates means Dubai. Any other destination brings forward the woes and worries. 

Make travel less of a gamble and more of a reward. 

Revelations

The Romance of travel is still alive and well in people. Its not howeve, reciprocated by the airlines and travel agencies today.

The process of travel has become stressful today (queues, security, baggage checks)more than ever before and airlines like Emirates are not making it any less stressful.


Emirates inaugural flight 1985

Its back to the future for Emirates!

(The future for them lies in their past, they should tap into what made them who they are today- what made them a loved airline and act the way they did in the past.)

Service, Where Art Thou?

Sitting down with Rishad on his really comfortable couch last night, I could hear him chuckle as I mentioned travel. He is a man that has traveled the world for business and pleasure. He does shipping and his work spans continents so for him and his brother (partner in the company) it's a part of life. In fact, when I said to him ‘you must travel a lot’, he chuckled even harder.

“At one point, I did about 15 flights a month!” Short,medium and long-haul you name it, he’s done it. It has become a very natural activity for him that it doesn’t scare him anymore. He is not scared of flying, he is just annoyed by complacency, slacking off; just plain smug behavior across different aspects of service, security and safety - he expressed as a result of a recent experience on Emirates from India (where they missed checking some people’s luggage). He hates the racist stereotypical experiences that he has had just because he has a beard. That’s the biggest drag; but then again that’s always better than slacking off and putting his life at risk.

“Travel has made the world a smaller place”

He takes travel for granted. He feels it's as easy as hpoping into a car and driving away as he has done it so often. He is a stickler for perfection; when some small error happens, he sends his rockets flying. He is a very pleasant man, otherwise. It's just that he strongly believes that when you pay top back, its irritating when you do not get the service you deserve. “I hate it when you get these air hostesses, that are arrogant, they act as though they are doing you a favor, like on BA. I am doing them a favor. That’s just crap service.”

120 days - 76 flights - 34 on Emirates
That’s just an example of how often Rishad and his brother tend to fly. “I can afford to fly first class and I do, simply because when flying on business and having a few hours to spare before a meeting, I need to be comfortable. So the least I expect when I fly this often, is better service.” He prefers private travel, in fact if he had to put all the money he has spent on all his flights, he could have easily bought his own private jet.

Emirates is COMPLACENT!

This is the general feel. They have become too large too soon and the crew simply can not cope with the expansion. “They have got a fancy new airport, yet they would still park a plane at the other end of the old airport!! and you have to walk miles.”

They are NOT as SERVICE oriented anymore!

They are taking passengers for granted - at least Rishad feels they've taken him for granted. For someone who has accumulated on Emirates close to 2 million miles!!!! there is no sense that those miles can be used as he wishes. Or at least a higher form of exclusivity than others. Flight of choice, upgrading to first class (sorry sir, no seats available sir! when there would be if bought at revenue). “If I ever complained in the past, emailed Brian LaBelle (SVP Skywards), he’d reply, now he doesn’t even bother.”


If a person who flies first class that often is complaining, we can only imagine what economy class Emirates passengers would have to say!

How basic can service be for an airline that once rose to the top? It seems simple yet people wonder what has happened at Emirates to make it lose that charm of being humble and ready to serve you. The whole quality not quantity.

PRESS STOP, FAST REWIND -GO BACK A FEW YEARS

Emirates can not have the attitude of - ‘don’t care' - because at the end of the day the people who have, are and will travel with you, make you who you are.

We talked about what Emirates needs to do:

Simply remember where you come from, respect and acknowledge the people who have helped and supported your success rather than take them for granted. “They are gonna chase me away real soon. I don’t want them to speak to me, I want them to act.”

Emirates is seen as a large beast, whose greed has reached record highs. The general
feeling is that they would keep their planes as long as possible in the air to make more money.“Several times have been on flights where I have found crumbs in between the seats. They have no time to clean the plane because it's not grounded long enough.”

Forgetting the details is causing people to be turned off. Details can make or break a flight. They can build or destroy a relationship, because simply: LOVE IS IN THE DETAILS. AND FOR AN AIRLINE, ITS IN THE SERVICE -ALL ASPECTS OF SERVICE ON THE GROUND AND IN THE AIR.

“I have to run after them for the things that I want. They don’t come to me with their service.” This is not just Rishad’s view, but the view of many people who we have spoken to over the last couple of days. It seems as though Emirates has lost the plot, forgotten its vision, missed the point, neglected the basics etc etc.

Things people have said...

Arrogance is creeping in!
over promising - under delivering!
Think too much of themselves.
Demanding respect instead earning it.
It has the character of a monster!
Its Alien - From another planet - does not relate to people and what they want!
Impersonal to many.

In the end, people will come and go, travelers will change, technology will creep in more and more. Yet no amount of technology, new planes, fancy airports, will ever change service.

Service is human. It can not be replaced and it needs to be paramount.

Memories Beyond the Destination

1:30 pm Sunday 25th October -Dubai

For 32-year-old Coco, traveling, more than anything else, gives her a shot at making memories. Every flight, every holiday, every trip weather business or pleasure opens the doors to endless experiences that at the end of it all, will become memories. “The only thing that we take with us are the memories... and that’s the only thing that counts.” This is coming from someone who has spent the last 13 odd years or more living and breathing travel working for the likes of Emirates in Dubai and various other holiday makers and travel agents back home in Johannesburg. She has traveled the world in search of new destinations, hotels and resorts to include in Emirates packages and has now moved on to own one of the successful travel agencies in Dubai that specialise in VIP clients’ travel plans and luxury holiday planning and bookings.


She adds that the memories aren’t just formed once you get to experience a destination but in fact way before; when people begin to consider a travel plan, way before they even book their flight and get their ticket. “There is a feeling of happiness that begins way before we book the flight. Simply, when we decide we want to fly, the moment that we decide on a destination, what the weather is like, contemplating what clothes to take, etc etc all this adds to the experience of making a memory that one hopes would cherish and make them happy.”

She feels that the industry, sadly, tends to forget all about that these days, and instead of appreciating what every bit of it means to a traveler, they focus only on the destination itself. And as a result they choose not to listen, and worse yet, project their own ways onto the traveler, not realizing that every possible oversight (in the planning stage of a trip) on their part will be etched in the travelers‘ memories too. “What most airlines, travel and holiday agencies seem to forget is a very basic rule, listen to what the traveler wants, understand that this is really special to them, no matter what the occasion of travel is, because every flight, every trip they make they are creating a memory and no matter weather a honey moon, the first family holiday, the first business trip, every trip has to be treated with utmost care as though it's a first.”

The travel industry big players, have become so large that they have become arrogant, so self-absorbed that they forget the basics of the business: the service. It's as if they have no time for you anymore. They don’t ask the right questions that can make all the difference. Coco chooses to hound her point using quite an interesting metaphor, she says “Think of a woman that has been given the choice of a 100 dresses. She'll want them all, she is gonna go for the one you tell her would looks great,no questions asked. But without really knowing what she likes and dislikes, and without understanding her style, it could all go wrong!!! It might fit her right, but look terrible on her... she won’t be a happy camper!!”

In the end, no matter how big, successful you are, how many awards you have won, people don’t give a damn. They care about one thing and one thing only, that they are treated like kings, like you want them, need them, regardless of class or how much money they might have paid. Valuing the traveler at every step of the travel experience is the key to success because every step counts more than the final destination itself.

The Truth: Happiness is in the journey not the destination. People live the journey, not the destination. “Happiness is found along the way, not at the end of the road...”

Cloudy with a High Chance of Rain

Air travel is a subject which Pepe (name changed) seems to have a "cloudy with a high chance of rain" view of.

Why?

The experience seems to be affected by what appears to be a series of manmade discomforting air pockets, both on the ground & above.

So what’s happening on the ground and above that’s making air travel so tedious?

For one, the most dramatic & traumatic event, 9/11 have added security layers to travel. The host of new security measures while enforced to ensure passenger safety remains an annoying and intrusive part of the journey. Did you remember that while in the rush of making sure the right version of the  business review powerpoint is saved that a 90ml shaving cream is in your hand luggage? No? So haven’t probably 99% of the people!

It’s also not a great feeling, when after all the hurry of dressing up to make it for the flight, you are forced to start removing & placing into a grey, rectangular plastic box your belt, watch, glasses & shoes! Scrapping security measures is not realistic. But the feeling is that these logistical extras need to be more sensibly and sensitively managed.

Another reason is the change in the airfares offered. Once a monopoly, the travel industry with entry of budget carriers and other international players have broken down prices. Lower prices automatically mean a more inclusive approach to air travel. This has altered the landscape of people who can afford the travel experience. But Pepe feels airlines and airports have not prepared themselves for the traffic surge.

“There’s a que for everything. From buying stuff in duty free, to making it through customs, to finding a taxi, the que is an annoying constant in my journey.”

He does though raise the point that travel experiences with British Airways, compared to Emirates proves to be less of a hassle because BA seem to better organized throughout the whole passenger journey - from the airport to the aircraft and beyond – and in a more systematic and sensible way.

He also reveals that he selects his flight based on their timings, just to try to beat the crowds and traffic as much as possible.

Adding to the stress seems to be airlines who have taken a nonchalant approach to their customers. “I expect them to take the stress out.” The choice of airlines then seems to be not dependent on air fare, but on how the carrier provides a more holistic offering to the travel journey.

Top of mind, he would choose a flight on British Airways & Singapore airlines over Emirates. “I don’t really feel safe on an Emirates flight and don’t get the feeling that the cabin crew is trained well.”

He explains a sense of annoyance in the first hour of an Emirates flight. “Once you enter the flight, the first hour seems to be quite painful with the plethora of announcements, video clips and then the carts being pushed up and down with items passengers can purchase. “No peace of mind!”

Pepe goes on to identify Emirates service as someone who has bought success ,not earned it and as a bank that treats its customer as numbers. He says they are cold and uncaring, “if anyone treats the passenger like “63 K”, it is Emirates.”

He also feels that both ground staff and cabin crew are simply not up to the mark. They are rude, behave like they are doing you a favor and not tuned to helping people. He cites an example of BA who, when the Economy lines are long and the Business or First desks are empty, will quickly invite economy passengers to check in at the other desks. This is all in the interest of speed, efficiency and ease of check in process.

The Emirates staff has no such thought, “they usually prefer to polish their nails than to go out of their way to help a passenger.”

A couple of service providers Pepe is happy about with are Singapore Airlines, Starhub & Intercontinental chain of hotels, because “they treat you like a human.”

It’s a case where, you reach a point where the price can’t make you close your eyes to bad service. You feel the service or rather the lack of it and when you’re seated amongst new people, flying for around 3 hours plus, at an altitude of 10,000 plus, "it’s not the money that makes you comfortable, it’s the people."

So how the airlines make you feel is key. It might be ‘cloudy with a high chance of rain’ for the moment, to get the silver lining, people investment seems to be heightened need.

- Aruna

A Slight Case of Schizophrenia

This is her favourite pic from London.

V loves tea, playing video games and traveling. Her travel has taken her to Germany, Melbourne, Singapore and London this year.

Travel, she comments has changed with 9/11 and other international events. She, like, most others remains annoyed when having to handover creams at the counter simply because of the 90ml rule.

Her preferred airlines are Virgin, Etihad and Lufthansa. Emirates, does not pop up in a good light. In fact, she describes Emirates as being ‘unapproachable’, rude and although smiling, seeming ‘fake.’

“When you travel on other airlines, the manner in which the cabin crew engages with you feels natural and genuine. With Emirates, you know it’s a routine. In one go, row by row, they ask each passenger if they need anything. Following this, they only come if a passenger presses the assistance button. Rarely do they pass by otherwise.”

She also shared a bad experience she had on her Emirates 13 hr flight from Melbourne to Dubai. She had gotten an aisle seat, upfront in the Economy section. Her seat was a few rows from the bathroom. Annoying and horribly enough, one of the bathroom door locks was defective; it allowed for the door to be locked only from the inside. Hence, if the bathroom was vacant, the door kept on swinging open and she and her co-passengers were forced to bear the foul smell. The crew didn’t do much to ease the situation.

While nearly all airlines, have a class seating structure – First, Business, Economy - Emirates gets the cake for making you feel you’re not worth the attention and care because you choose to travel Economy. “Their message seems deliberate. They seem to be saying because you’re flying business class, you‘re privileged and so we will take care of you. If you are in economy, yes we will fly you but we will not take care of you.”

Interestingly, when discussing about Emirates communication, V becomes slightly agitated & mentions “they are everywhere.” But most ads she recalls are only of the business class offering, “The wide seating, the person holding the champagne glass! What about economy?” She continues to comment that there is a lot of hype about Emirates & skywards but it doesn’t translate into something valuable for a customer.

Her choice of airlines depends on who she is traveling with and where she is traveling to. If traveling alone, she prefers to fly an international carrier over a regional one because of the people she would be traveling with. “I wouldn’t choose Air Arabia or Air India Express for example.”



End of the day, the quality of an airline’s engagement builds or breaks its brand equity and therefore the relationship with its traveler. “When I fly Virgin, I really feel like I’m going on a journey with friends. That's not a feeling I get when I fly Emirates.”

Sorry, but having a number of air hostesses with perfect smiles for face value's sake at important functions on the ground cannot reverse or counter the damage being done by broken toilet doors on long haul flights & the cold attitude facing 80% of the passengers in the sky.

- Aruna

Cabin Crew - Emirates

Speaking with three young Emirates airlines crew members near the check-in counter of terminal 3, people were walking by and wondering why I was talking to them. Two of them were Korean and the third was Lebanese. Very youthful and energetic, they claimed that they had little time to talk; however, they were sweet enough to spend a good ten minutes chatting with me. 

Having somewhat conflicting perceptions of the travel industry, they all agreed that the future of travel would continue to grow and that the recession would only have a temporary impact on the industry. I could not help notice their shared optimism. “Travelers are always going to choose flying instead of any other medium because it’s the most convenient of them all, even if they have to pay a little more”. They furthered this statement by mentioning that many people, especially in Dubai, will travel more than twice a year to see their families back home. 

The fact that few people call Dubai home helps sustain the travel industry in the U.A.E.;  this was championed by all three. The youngest looking of the three then mentioned that, “Right now, many people do not have jobs and are being economical in the way they are spending. Emirates airline was very smart to open Fly Dubai as a low cost carrier. People are opting for cheaper tickets these days”. Sparking a little debate amongst them, one of the Korean stewardesses claimed that “out of seven days of the week, the plane is packed for four days. I think people are still travelling with Emirates even during the recession. I can only see it getting better further down the line”. When asked about their future worries related to the travel industry, they unanimously agreed that technology was playing a huge role and that it was threatening their jobs. People are slowly being able to do things faster and with more independence, eventually making them obsolete. This notion applies itself to services that are both on the ground as well as in the air. “People are no longer relying on other people”. Lastly, they concluded in explaining that, with all the low fare carriers popping up, people are opting for cheaper airlines and shunning the more expensive airlines. Therefore, ticket prices will have to decrease if one wants to survive the competition.

Ms. Sarah Sheikh – Leisure traveler

An aspiring 22-year-old whose ambition is to travel the world before she turns 40, uber-adventurous Sarah loves to discover more about her destinations by reading books and challenging herself to visit the many cities that come up in her readings. Born and raised in the U.A.E,  Sarah feels lucky for growing up amidst a multitude of cultures, which makes her more adaptable and understanding. A successful employee on the verge of getting her second promotion, she’s extremely thankful for her job, especially when she sees friends and family being greatly affected by the recession. She travels mostly with her family and when looking for travel packages, she does not fail to admit that she’s searching for the most reasonable package. However, she usually ends up with a high-end package tour. “Comfort and good treatment are key”.

Sarah loves to let her imagination run wild especially when it comes to her vision of the future of air travel. According to her, cities are becoming too crowded and people are running out of personal space. This lack of intimacy will greatly influence the travel industry, increasing the need for personal getaways. Hence, she sees the travel industry flourishing in the future. She also explained that airlines will have to conform to the needs of the post recession consumer, who will always opt for better deals and good value for money. However, dearer to her heart is the fear of terrorism and global epidemics. All this, according to her, will increase safety procedures and make travelling an even bigger burden. Playing an important role in the increase of the safety procedures, new technologies will enhance security. Furthermore, she feels that technology will be so advanced that people will be able to see their destinations and where they’ll be staying via live online tours assisted by the likes of Google earth. 

Finally, Sarah is frustrated with the travel industry as she feels there are too many changes, she reckons it’s because of the recession, but she’s deeply unhappy with the ticket price fluctuations. “I feel like they’re toying with us and testing our limits so they can try to churn more money out of us”. She furthered this comment by explaining that the service in airlines today is abysmal and that every time she sits in an airplane, she relates to cattle in a feed lot. Her most recent trip with Cathay Pacific was the instigator of that thought which she described as her worst flying experience. “The seats are for tiny Asian people and not tall people like me. There was no Muslim food and the only thing I could ask for as a snack was peanuts and juice; the food was disgusting”. Adding to that thought, Sara mentions Emirates airlines. She recalls that she receives the worst treatment ever when she traveled with them and cannot help but feel discriminated against because she is Pakistani. “When I would call the waitresses, they would ignore me or pretend they did not hear me, and when they do come to you they are very rude and have a snobbish look on their face. I’m not the only one who feels this way about them”. This anger was further fuelled by the fact that she paid AED 3000. From now on, she avoids flying with Emirates. This anger is also fuelled by their advertising: “I feel angry whenever I see their advertisement' they confuse me, they need to figure out how to market themselves. One minute I see a boy playing football and the other I see their hot airhostesses, what is it they are trying to market? Qatar and Gulf are marketing their service…Emirates should focus on one thing and come up with a new strategy to market themselves. They can’t be everything”. She also mentions that they come off as a pretentious brand leading her to the conclusion that they are being ‘snobby for nothing!’

Sara is a strong believer that Emirates should learn from McDonalds and their “exquisite service”. A radiant smile starts to unravel as she describes McDonald’s employees’ work ethic; “these people are always smiling; they’ll fix your problems happily and instantly. The food comes to you on time and their service is consistent in every branch in the country. I like their -come see our kitchen - concept. This shows the level of honesty they preserve and the amount of care they have for customers”. Our conversation ended with Sara trying to convince me that Louis Vuitton would make a truly exclusive and superior airline when it comes to service. She imagines that their service would match the excellence of their in-store service. ‘They will give proper individual service and will leave no passenger unattended. Everyone on that plan would feel like a VIP. If that kind of treatment was guaranteed, I am willing to pay whatever the cost is. Nothing matches a comfortable, memorable flight experience”.

Mr. Omar Sheikh - Business Traveler

Established and accomplished, Omar is the main distributor of a popular cosmetic brand in the U.A.E. At 52, he loves to read and write poems as a way to express himself and relief some inner angst. Furthermore, he’s become a frequent traveler. He has flown more than 15 times in the last year alone. He has been living in Dubai for the past 23 years and believes he’s made the right choice due to the fact that Dubai is a major business hub and most importantly it’s close to his native country, Pakistan. It’s very convenient for him to fly in or out Dubai no matter where he’s going or where he’s coming from. For him, nothing beats the convenience of flying, unless one has time for cruising during leisure travel.

Not at all affected by the crisis, Omar didn’t hold back on his leisure travel. Vacationing is essential so he can spoil his wife and his two sons; “they deserve it”. The future of the travel industry doesn’t keep him up at night; however, he expresses some of his concerns on the issue of security. “Companies and governments are coming up with strict rules and regulations making the traveler’s life miserable and causing unnecessary pain for him”. While he acknowledges that people affected by the crises started flying less, he’s affirmative that people will continue to travel in the future because people who live in Dubai always need to get away for a while either for a vacation or to go home. “We live in over populated cities and there comes a time when one has to get away from the traffic and the malls to a sanctuary to unwind”. Furthermore, Omar claims that the travel industry will have to adapt to travelers needs at risk of being outdone by low cost airlines, “with more low cost airlines, the price of tickets will come down and there will be severe pressure on the other airlines to do the same”. When ask about the future role of technology in the travel industry Omar immediately mentioned that he was a huge tech-geek and the he loved spending time at Sharf DG . Agreeing that this is one of the most influential factors on the travel industry, he believe that one day all will be done via cell phones. “No more tickets, no more paper IDs, no more need for multiple currencies or visa cards, just your portable phone, I can’t wait!”

An immense fan of exclusivity and outstanding service, he doesn’t believe that anyone should settle for average or the norm. Unfortunately, in several of his travels he was appalled by the services provided. Still in the quest of finding an airline that offers the total package, he’s never shy of sharing the names of his most and least favorite airlines. He can swear by the services and comfort of Cathay Pacific, British airways and Singapore airlines, but would rather not travel Emirates unless he had to, “the services of Emirates airlines have greatly deteriorated to an intolerable level. The crew is impolite and they are not enough”. He compares his Emirates experience to a rudimentary airline, “Delta airlines’ service is far more superior to those of Emirates airlines”. Heated, he explained that he had flown first class and expected exclusive treatment which he didn’t receive. With only 8 passengers travelling in first class, he was frustrated with the lengthy amount of time it took to serve the food. Keeping track of the time, he was bewildered that it took the staff 10 minutes to serve the 5 passengers that were in front of him. Moreover, while he does not deny that the airhostesses were pleasant to look at, he seemed to be very unhappy with the way they treated him. According to him, Emirates’ hostesses do not give sufficient individual attention to passengers, especially in first class where he was expecting superior treatment. “I pay a crucial amount of money thinking that I will get a comfortable trip. I am faced with the contrary whenever I travel with Emirates. I am always stressed about incompetent service or rude treatment. You don’t get value for my money”. Not wanting to be overly negative and wanting to be more constructive, he started to describe what his perfect airline would be like. Using Porsche as an example, he explained that nothing comes close to the excellent service and to the attention to detail provided. “I pay a large amount of money every time I take my car for service, but I don’t mind at all because I get nothing but the best in return”. Every time he goes to Porsche for service, Omar feels like he is the only customer. “I feel royal and important and nothing can beat that feeling!”

Flyer Profile- Dany Hawa

Lebanese living in KSA, 35 years old, College Graduate, Regional Manager, frequent traveler (mostly for business):

I wish traveling could be more relaxing in the future with more facilities in service and in entertainment (it’s about time they have internet and mobile connections). I would travel more if so, especially for internal flights because I sometimes drive all the way through to make important phone calls on the way and avoid being disconnected for an hour or more. Time counts in business.

Coming from a risk management background, I worry most about a pilot’s wrong decision because that’s the number one reason for accidents and I’m also worried about dozing off because I snore!

I don’t think of traveling environment damages since kerosene is better than fuel combustion but they could be more environmentally friendly on board with recycled products per example.

Low cost carriers are the worst; they are always late and sometimes costly relatively to the poor service.

The worst thing that could happen to me when traveling is to be delayed and the best that happened to me was when I booked economy and flew business because of a staff mistake.

Emirates are highly reputed; they are the best in the GCC though I never flew Emirates before. I respect their image and would love to see them fly from KSA. They give an image of the best business and family airlines. I think they target all classes.

The best brands in my opinion are: Clear Shampoo, Sensodyne, Nivea, Fa, and Gillettte: they give me the best results every time so they are the best quality on the market and the most efficient. They are as good as they say they are.

Dany respects customer service and promises which deliver. He wants a flight which is entertaining, where the staff understand his needs and where he is comfortable. He feels it is not a lot to ask.

Implication: Brands should be improving their customer service, and showing their customers they are valued. Personal service, short waiting times and considerate staff  mean more to most than cheap prices.

Flyer Profile: Hajar Alsayed

      Lebanese living in KSA, 23 years old, College Graduate, employee, frequent traveler (mostly for leisure):

      What excites me most about traveling is going on vacation to sunny beaches for relaxation.

I get mostly scared on an airplane in case of turbulences and I think it’s about time they found a way to avoid severe ones.

I would like to see more entertainment on airplanes other than movies especially for long trips.

 I wish also that services are the same for VIP and economy, I hate the curtain and the difference in behavior based on what you can afford, very unfair.

Safety is relatively good and it’s all up to destiny.

I wish they could have bigger seats all over the plane; it’s more comfortable to everyone all the way from the skinniest to the obese.

I believe I’m going to be traveling much more for business and leisure reasons.

I frankly don’t care much about how environmentally friendly or green an airline is.

 I think there’s a big difference in cost that is not well backed up: like MEA is too expensive while SAMA and NAS are too cheap. And they let that affect their safety and service levels, as if it’s a matter of money. 

The worst thing that could happen to me is to be stuck in an airport or when the hostesses are mean.  The best thing is when you get free tickets.

Emirates are the best airlines ever. They are classy and respectful and they have the best service and food. I just hate when they have curry food on their menus!

I wish they had flights from KSA and they don’t have to go through UAE. I mean they are internationally good.

But I feel they target VIPs and give the impression they are too expensive for others so middle and lower classes are afraid even to ask about their cost. Their staff is very cooperative and engaging.

My best airline is Saudi Airlines: their timing is perfect, service excellent, and they are the best airlines from KSA compared to the other brands.

Hajar enjoys quality and being pampered, but he doesn't want to be made to feel inferior. In his day-to-day life he enjoys products which do the job and make him feel good, and he wants his airline to do the same. 

Implication: Brands can find a way to welcome all passengers and make them feel equally valued, regardless of the ticket they bought. Economy class still want to be given the luxury treatment.