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Khaleej Times
22-05-2025
- Business
- Khaleej Times
How Emirates went from underdog to the world's most profitable airline
A true pioneer, Boutros Boutros joined Emirates 35 years ago, when the airline was still in its infancy, long before it was named the world's most profitable airline, reporting record profits of Dh21 billion this month. The Executive Vice President, Corporate Communications, Marketing & Brand at Emirates Group, knows how bold a move launching the airline was but sees it reaping the rewards as a global industry leader. Hired in 1991, six years after Emirates was born — and a decision he now says is the best he made in his life — the airline had just seven aircraft and 11 destinations. 'Nobody took us seriously,' he smiles, speaking to Khaleej Times as a keynote speaker at the TRIBE marketing summit earlier this month. But while the world was laughing, mocking the project as an oil-backed fantasy, the Emirates leadership took the airline to the world stage and in turn, helped bring the world to Dubai. 'We're different, that's why we are successful,' he says. 'I remember in 1992, we were the first airline in the world to introduce in-flight entertainment with a screen in every seat, including economy. People across the industry laughed at us, at everything we did, all the way.' 'They assumed, 'Oh, [they don't know what they're doing] — they just have money; it's an oil company.' And I've spent the last 35 years correcting that: Dubai doesn't have oil, so let's stop calling it oil money,' he adds, reflecting on the scepticism that once surrounded the rise of an airline from a small Gulf state. He first came to Dubai in 1989 to attend the inaugural air show as a journalist. 'What I saw then and the people I met, I could see this place was only going to go from good to better,' he recalls. 'I was fortunate enough to have the courage to move from the UK, where I used to be a journalist, and to join Emirates. I always say it, I believed a lot in Dubai, its vision and the Emirates project.' Joining Emirates, he could not have known that the department he would later lead, would become a key pillar for the company, which would take the airline from aviation into the likes of sports sponsorship, bringing global stars from Jennifer Aniston to Cristiano Ronaldo to be the face of viral campaigns seen by millions across the globe. 'In 1985, the brief from His Highness Sheikh Mohammed, was, be good, look good and make money. And when he handed the first and last check of $10 million, he told them, this is your money, but don't come back for more,' he smiles. It was a challenge the team took with both hands and now Emirates is the most profitable airline in the world. According to the latest figures, the company reported record profits before tax of Dh21.2 billion (US$ 5.8 billion), up 20 per cent from last year, record revenues of Dh127.9 billion (US$ 34.9 billion), an increase of 6 per cent over last year, and the highest-ever level of cash assets at Dh49.7 billion (US$ 13.5 billion), 16 per cent higher compared to March 31, 2024. This is all in spite of the setbacks of a pandemic which closed the skies in the worst crisis to ever hit global aviation. Sheikh Mohammed publicly congratulated the team after the results, which seemed like a mere dream when the company was first taking flight. 'We congratulate the 121,000 members of the Emirates Group team, led by Sheikh Ahmed bin Saeed and Sir Tim Clark … Emirates is not just a transport company; it is a tool for economic transformation for the UAE, a strategic bridge connecting the world's continents, and a developmental carrier flying us through the skies, towards the future.' Indeed, more than simply taking passengers from A to B, the airline has made its DNA all about offering a service, from outstanding call centre staff and cabin crew training to free in-flight entertainment in economy class before any other airline. First, starting with sponsorship of Chelsea Football Club in London, the brand has become so famous globally that just 3 per cent of its spend goes on marketing, versus averages of 3-7 per cent across the market. The Emirates name appears on the shirts of the world's top athletes and on stadiums across the globe. From rugby and cricket to the NBA, horse racing, tennis, and football — these sports are now closely linked with the Emirates brand, which allocates 50 per cent of its marketing budget to sports sponsorship. 'We strongly believe that sponsorship is one of the mediums, which can stand the test of time and give you exclusivity. What stays and what stands is sponsorship, so for us, it was a no-brainer to go and own every single popular sport,' he said at the event attended by the region's CMOs and top marketing professionals. In addition to athletes, global stars such as Penelope Cruz and Chris Hemsworth have also been key players in the brand going global. Onboarding Friends star Aniston however, was not such an easy project. While she is a sitcom icon, who has gone on to star in numerous hit movies, the Emirates ad agency was not convinced she was a global enough name, claiming the likes of the Indian market would not know her. But trusting the concept, Boutros and his team forged boldly forward, investing $150m in the campaign, which has been seen by millions around the world. 'When you want to put $150 million behind a global campaign, you need to have the courage to go and say, 'Yes, go ahead and do it'. I'm fortunate enough I work in a company where we are trusted to do our job,' he said. Production alone cost $10 million, so Boutros knew the campaign 'had to succeed'. But looking back, he says, it's not the most successful campaign to date. 'I think the most effective campaign was the lady on the top of Burj Khalifa,' he said, referring to the daring ad for Expo 2020 Dubai, which saw a female cabin crew member at the top of the world's tallest tower to welcome people for 'the world's greatest show'. Originally created for social media with a modest budget of just Dh60,000, the campaign was later recreated as a full-scale ad, featuring a specially branded aircraft making 11 flybys — a spectacle that has since amassed nearly 300 million views. 'This is something which was beyond anybody's expectation,' he adds. And it is not only other airlines that the brand is competing with, in today's crowded digital space, there are all sorts of brands vying for air time across a wealth of social platforms. 'You probably have a billion brands competing for this small space of digital on Facebook, on Instagram, on YouTube, and this space is available for anybody. So, you have to be much better than them to take this space,' he says. Emirates now flies to over 150 destinations, but it is no secret that the company's success has also helped thrust Dubai onto the global stage, now ranking among the world's most visited cities. Dubai was the third most visited city in the world in 2023 with 17 million international visitors according to Euromonitor International and in the same year Dubai was crowned the top global destination in the Tripadvisor Travelers' Choice Awards, for a second successive year. 'You have to be global to become global,' he says. 'We need to continue to be creative and progressive and, most importantly, stay curious.'
Khaleej Times
20-05-2025
- Business
- Khaleej Times
Emirates airline aims to create jobs, build wealth for Dubai, says top official
Dubai-based Emirates' objective is to build an airline and make money, create jobs, and wealth for the city, said Boutros Boutros, executive vice president, corporate communications, marketing and brand at Emirates Group. While speaking during the TRIBE – The CMO Connect 2025 event hosted by Khaleej Times, Boutros said Dubai's flagship carrier is run like a private entity, rather than a government firm. "We don't have a board of directors and shareholders who come every three months, and we have to produce enough figures to keep our jobs. This is a strength for us. This is a strength because our motive is not only to make money. We have to be profitable, but more than profitable, to build an airline; it is to create jobs and wealth for the city. Stay up to date with the latest news. Follow KT on WhatsApp Channels. "This mentality doesn't exist in many other companies, because we are a unique company in terms of ownership. It's run like a private company, not run as a government," Boutros said during a fireside chat on "Marketing Beyond Borders: How a Homegrown Brand Became Truly Global." He stressed that Emirates' success should be attributed to teamwork and the environment it provides to its employees. "Emirates is a unique airline for a unique city. You cannot say it's a Dubai company. It's a global company. We cater for everybody." Key highlights of TRIBE – The CMO Connect 2025 were the exclusive announcement of the GCC's Most Influential Marketing Leaders, recognising excellence, innovation, and leadership in the field. The summit also featured a networking lunch, providing opportunities for attendees to foster strategic partnerships and engage with top marketing visionaries. Loan repaid Last week, Emirates said its 2024-25 revenues increased by 6 per cent to Dh127.9 billion ($34.9 billion). The world's largest international carrier hit a new record profit after tax of Dh19.1 billion, outstripping last year's Dh17.2 billion ($4.7 billion). This is the best performance in the airline's history, and in the airline industry for the reporting year 2024-25. "We have been the most profitable airline for the last three years. After the pandemic, we repaid the loans to the government. We were running a tight, good operation (during Covid-19). To be honest, this would not have happened if we were in another country. A lot of people ask why the Emirates is so successful. It is because we are in Dubai. Of course, this is one of the major reasons, and a huge part of Dubai's and the UAE's growth story," said Boutros. Dubai's flagship carrier obtained billions of dollars in loans from the government due to the coronavirus pandemic as the aviation industry came to a halt due to the pandemic. Going from good to better An industry veteran, Boutros relocated from the UK in 1991 to join Emirates. 'We had just seven aircraft and 11 destinations. It was a small airline; nobody took us seriously. I was fortunate enough to have the courage to move from the UK to join the Emirates. I came to Dubai for the first time in 1989, and I could see this place only going from good to better. I strongly believed in Emirates and the vision of Dubai,' he said during a fireside chat with Michal Divon, chief client officer, Khaleej Times. He added that Emirates' strategy is parallel to Dubai's strategy. 'From day one, Emirates management knew that they needed to provide the experience. We, as an airline, carry people from place A to B. But then every other end line does the same. But we are different and that's why we are successful.' Citing an example, he said in 1992, Emirates was the first airline in the world to introduce in-flight entertainment. Smart spending Butrous dismissed the general impression that Emirates spends a huge amount of money on marketing. Instead, he stressed that the airline spends much less than the market rate on marketing, 'In reality, our spending is less than 3 per cent of our total revenue. In our industry, you need to spend between 3 to 7 per cent of your total revenue on marketing. Sometimes I'm challenged internally by our financial department, that I take 3 per cent. This year, my budget is 2.4 per cent. So you have to be smart about how to spend it. Because if you are doing something right, people think we have so much money to spend. In reality, we spend much less. But it seems it's working,' said the executive vice president of corporate communications, marketing and brand at Emirates Group. Contrary to current times when sports and other companies willingly embrace big brands on their shirts, he noted that it was quite a challenge for people to convince to embrace aviation brands on the players' shirts.
Mid East Info
13-05-2025
- Business
- Mid East Info
Top Marketing Visionaries to Convene at TRIBE – The CMO Connect 2025 in Dubai - Middle East Business News and Information
TRIBE – The CMO Connect 2025 is set to host the Middle East's most forward-thinking marketers at the Address Sky View Hotel in Dubai on 14 May 2025. Organised by KT Events, this eagerly anticipated summit has established itself as a vital annual gathering for CMOs, brand leaders, marketing strategists, and digital innovators across the region. Attendees can expect an immersive experience and a comprehensive marketing playbook designed for today's omnichannel landscape. The event will spotlight prominent figures in the marketing world, including Boutros Boutros from Emirates, Olfa Messaoudi from L'Oréal Middle East, and Jon Barber from TECOM Group Dubai. In addition, representatives from DAMAC Properties, Schneider Eletric, Spotify, Sony Music, Anghami/OSN+, Binance, Al Masaood Group, and numerous other influential companies will be present to share insights and discuss emerging trends. Key highlights of TRIBE 2025 include the exclusive announcement of the GCC's Most Influential Marketing Leaders, recognising excellence, innovation, and leadership in the field. The summit will also feature a networking lunch, providing opportunities for attendees to foster strategic partnerships and engage with top marketing visionaries. An exciting session awaits participants as Boutros Boutros, Executive Vice President of Marketing & Corporate Communications at Emirates, engages in a fireside chat with Michal Divon, Chief Client Officer at Khaleej Times. This session will delve into how Emirates has become a global icon through cutting-edge marketing, storytelling, and customer engagement.
Zawya
13-05-2025
- Business
- Zawya
Top marketing visionaries to convene at TRIBE – The CMO Connect 2025 in Dubai
Dubai –TRIBE – The CMO Connect 2025 is set to host the Middle East's most forward-thinking marketers at the Address Sky View Hotel in Dubai on 14 May 2025. Organised by KT Events, this eagerly anticipated summit has established itself as a vital annual gathering for CMOs, brand leaders, marketing strategists, and digital innovators across the region. Attendees can expect an immersive experience and a comprehensive marketing playbook designed for today's omnichannel landscape. The event will spotlight prominent figures in the marketing world, including Boutros Boutros from Emirates, Olfa Messaoudi from L'Oréal Middle East, and Jon Barber from TECOM Group Dubai. In addition, representatives from DAMAC Properties, Schneider Eletric, Spotify, Sony Music, Anghami/OSN+, Binance, Al Masaood Group, and numerous other influential companies will be present to share insights and discuss emerging trends. Key highlights of TRIBE 2025 include the exclusive announcement of the GCC's Most Influential Marketing Leaders, recognising excellence, innovation, and leadership in the field. The summit will also feature a networking lunch, providing opportunities for attendees to foster strategic partnerships and engage with top marketing visionaries. An exciting session awaits participants as Boutros Boutros, Executive Vice President of Marketing & Corporate Communications at Emirates, engages in a fireside chat with Michal Divon, Chief Client Officer at Khaleej Times. This session will delve into how Emirates has become a global icon through cutting-edge marketing, storytelling, and customer engagement. For additional information, sponsorship opportunities, or attendance inquiries, please contact events@ or visit
Zawya
25-04-2025
- Business
- Zawya
Emirates renews partnership with Olympique Lyonnais until 2030
Dubai, UAE: Emirates, the world's largest international airline, has extended its partnership with Olympique Lyonnais, one of the most iconic clubs in the French league. The airline will remain the club's shirt sponsor for another five years, until the end of the 2029-2030 season. Boutros Boutros, Executive Vice President of Corporate Communications, Marketing and Brand at Emirates said: 'We're pleased to announce our extended commitment to Olympique Lyonnais – one of the most loved and respected teams in France. We began sponsoring Olympique Lyonnais in 2020 and the partnership has yielded significant brand visibility for Emirates. We share values of excellence, community engagement, and an innovative spirit, and we will continue building on our collaborative success. The renewal also reflects our commitment to Lyon, the Rhône Alpes region and to France. We look forward to engaging with and bringing fans from all over the world closer to the action.' John Textor, Olympique Lyonnais Owner and CEO of Eagle Football Group, said: 'We are delighted to continue our journey alongside Emirates for the next five seasons and to explore the many opportunities that lie ahead. The trust that has been built between our teams since 2020 will continue to grow, bringing our fans unforgettable moments of sharing and escape through football.' Official Main Sponsor of Olympique Lyonnais Emirates will remain the shirt sponsor of Olympique Lyonnais with its signature 'fly better' logo on all playing jerseys and training kits during the club's matches, including Ligue 1 and European matches until June 30, 2030. The agreement will also provide Emirates with significant visible branding across Groupama Stadium, as well as hospitality tickets, player access, marketing, advertising and social rights. Emirates will also continue to partner with Olympique Lyonnais to offer young fans memorable player escort experiences at ahead of home matches. Last year, the airline partnered with local organisations, 'The Leon Bérard Centre' and 'Hôpital Femme Mère Enfant' to offer more than 23 children a unique experience walking hand-in-hand with players to kick off the match. In France, the airline is also a proud sponsor of UAE Team Emirates, which has been crowned winner at multiple editions of the Tour De France; and is the Official Airline and Premium Partner of Roland-Garros. Committed to the Auvergne-Rhône-Alpes region Emirates was the first international carrier to link Lyon to the UAE when it launched direct flights to the city in 2012. The airline currently operates a daily flight to Lyon utilising its Boeing 777 aircraft (upgraded to a daily A350 service starting from June 2025), connecting the city to some of the world's fastest growing economies across Emirates' vast network of more than 140 destinations. Emirates also serves Paris with 21 weekly flights including 3 daily A380 flights and a daily A380 service to Nice. Customers onboard can look forward regionally inspired gourmet meals prepared by award-winning chefs; warm hospitality of the airline's multi-national cabin crew, including more than 580 French nationals; and more than 6,500 channels of on-demand entertainment, including French content, on ice - the airline's award-winning inflight entertainment system. About Emirates Emirates is the award-winning global airline that serves more than 140 destinations across six continents through its efficient hub in Dubai. The airline has earned customer recognition for its industry-leading services on the ground and in the sky, delivered by a passionate workforce representing over 160 nations. Emirates operates a fleet mix of Boeing 777, Airbus A350 and Airbus A380 aircraft, offering spacious cabins and iconic inflight features such as its A380 Shower Spa and Onboard Lounge, and its ice inflight entertainment system available in all seats across its fleet. Emirates supports local communities worldwide and brings people together through its vast portfolio of international sports and cultural sponsorships. About Olympique Lyonnais Founded in 1950, Olympique Lyonnais has won 21 trophies (including a record of seven consecutive Ligue 1 titles) with its men's team, which has participated in European competitions 28 times over the past 34 years. Backed by a football academy regularly ranked among the top three in Europe, the club owned by Eagle Football plays at Groupama Stadium, its ultra-modern, multifunctional, 100% privately-owned venue, inaugurated in January 2016.
