CLASS WARS
October 25 1985, Emirates flew its first routes out of Dubai with just two aircraft. By 2001 they were announcing the largest order in aviation history at $15 billion for 58 new aircraft from Airbus and Boeing and then in 2005 the largest-ever order for the Boeing 777-42. Not to be out done, Qatar Airways started operations in January 1994 with 75 employees and two Airbus A310s. Just 13 years later in May 2007, Qatar Airways and Airbus signed a deal for 80 Airbus A350s. Meanwhile, Etihad commenced operations in November 2003, and now operates more than 1,000 flights per week out of Abu Dhabi. The Middle East has not only caught up, but is
"Airlines know that being famous for Premium Cabin service filters down into the wider Economy market with some spinoff ."
threatening to overtake Asia and Europe by turning a disadvantage into their advantage: The SuperHub.
Interestingly, the competition is not centred solely, or even significantly, on the easy connection or SuperHub – it is all about Class! It’s about quality of service, comfort, entertainment and – joy of joys – food. Regular advertising by Qatar Airways features food quality on almost every ad. Huge resource is ploughed into menu development and onboard foodservice by all three carriers in direct competition to their Asian counterparts.
But this is altogether now a new ‘class war’. Airlines know that being famous for Premium Cabin service filters down into the wider Economy market with some spin-off and that 'feel-good'
Facing page: Emirates;
Singapore Airlines; the way it was, BOAC Above: food is a key element of Qatar Airways' service
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