Business Proposal - Emirates. This report provides a detailed proposal; for the launch of a new Emirates Airhotel world tour package. Emirates group is a fast growing international airline with an abundance of awards for excellence worldwi

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  1. Business Proposal: The ‘Emirates Airhotel

  1.  Executive summary

This report provides a detailed proposal; for the launch of a new ‘Emirates Airhotel’ world tour package. Emirates group is a fast growing international airline with an abundance of awards for excellence worldwide and is a perfect pre-requisite for this offer. There will be 20 dedicated staff on board each aircraft to facilitate excellent customer service, something for which Emirates aspires to in providing for its customers. Our clients are higher class, affluent customers with considerable amounts of disposable income. They are very well educated individuals with most employed in senior management, professional occupations or running their own business. Whilst there is indirect competition for instance with cruise lines, the Airhotel offers customers the chance to see the world at a faster pace in a period of 14 days; visiting some of the most memorable destinations in the world. The offer of the Airhotel is an opportunity to capitalize on an existing market that is more prepared to see the world at a faster pace whilst revelling in First Class luxury accommodation. The luxury travel market has become much more dynamic and innovative over recent years. Its future is bright, as numbers look set to rise.

  1. Company overview

The Emirates Airhotel stands for a highly innovative business idea in the tourism sector that combines two exclusive services. There will be the luxurious accommodation provided onboard of an Airbus A380, ‘the largest jet airliner ever built’ (, 2011), in conjunction with a world tour package holiday. The Emirates Airhotel will be operated and fully owned by ‘The Emirates Group‘ as one of the primary users of the Airbus A380. Currently, The Emirates Group operates 15 active aircrafts of this type and 13 new aircrafts are in order for future operations (, 2011). It provides scheduled passenger and cargo services to more than 100 destinations in over 60 countries. ‘The group has operations across the Middle East, Europe and Americas, Far East and Australia, West Asia and Indian Ocean, and Africa. It is headquartered in Dubai, the United Arab Emirates and employs 36,652 people. The Emirates Group has various subsidiaries such as Emirates Tours, which offers specialized operations in luxury package holidays‘ (Marketline, 2010).

Emirates airlines, the Dubai national carrier, has reported a 351% increase in net profits in six months during 2009, reaching 3.4 billion dirhams ($925 million). The largest Middle East carrier carried 15.5 million passengers in six months, up 17.3% from the first six months of the previous year, with a passenger seat factor of 81.2% (Mintel, 2010).

  1. Business Opportunity

A typical Airbus A380 from Emirates provides space for 489 passengers including 14 First Class suites, 76 Business Class seats und 399 Economy seats on two decks (, 2008). The aircraft will be adapted by replacing all current seats with First Class suites. The upper deck will contain 24 luxury First Class suites with double and single beds (shown in figure 1), minibar, exclusive en-suite shower and toilet facilities (shown in figure 2), as well as an excellent service provision in terms of food and drink. The entertainment is provided by the carrier's third generation ICE (Information, Communication, Entertainment) system, which offers 1,100 channels of audio and video choices, as well as SMS and telephone capabilities (, 2008).

Figure 1: (below left) Image of a double suite onboard Emirates A380
Source: Flickr.com (2011)
Figure 2: (below right) Image of shower and toilet facilities onboard Emirates A380    
Source: Theage.com (2011)                                                                                    

In addition to that, an individual room service will be offered which gives customers the choice to either dine in their private suites or in the restaurant on the lower deck (shown in figure 3). The multi-lingual cabin crew will consist of 20 members (most of them air-hostesses, cleaning and kitchen staff) to ensure a high standardized service provision to the passengers. An experienced travel physician will be on board and on the trips during the 14 days to offer medical services to passengers if required.

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The upper deck will act as space for the First Class suites whereas the lower deck is equipped with a restaurant and bar, a 5-star cuisine, a spa section including a jacuzzi, Hamam steam room and massage room. The aircraft also provides a library of books and other publications about the places featured in the itinerary.

Figure 3: Image of a restuarant onboard Emirates A380

Source: Luxuo.com (2010)

The Emirates world tour package will give customers the chance to explore various destinations on six different continents namely Europe, Africa, South America, North America, Australia and Asia over a period of ...

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