(August 09, 2008 – Los Angeles, CA) – June figures from the International Air Transport Association (IATA) indicate that demand is continuing to slow for air travel. Don’t bother sharing that news with Emirates Airlines. If you do, they will confidently stand by their decision to have ordered fifty-seven (57) Airbus A380s - the widest, tallest (80 feet high) and longest (240 feet long) commercial aircraft on earth. According to the executives at Emirates, "the planes will be filled."

And with a statement like that, some very expensive marketing campaigns are already in the works!

Sure enough, pulling out all the stops, Emirates has single-handedly given the press the best view ever of the A380. Since the very first delivery of this revolutionary airliner, Emirates has generated a media fest with bicoastal US touchdowns of this gorgeous behemoth and hosted FAM trips to woo reporters and travel agents into the arms of the grandest travel experience in the world.

On Tuesday, I found myself caught up in one of these media spectaculars at Los Angeles International Airport. In a sea of journalists, travel agents and Emirates executives, I boarded the giant airplane for a two-hour flight.
My first impression of this mother of all aircraft was its grandeur and elegance. Making my way to my seat in business class, I took the stairs to the second floor to find at the top, a marble altar of waterfalls, rose petals and mood lighting.

My senses were already starting to overload, but as I made my way through the individual cabins in first class to my own "luxury compartment," I couldn’t help feel like I was in an ultra-modern life pod with some truly unique and extraordinary amenities. The attention to detail included two - yes, TWO - full showers and spa areas available for first-class guests complete with attendants. There were both wall-mounted and handheld flat-screen entertainment centers for each upper deck passenger (first class and business class) and even a USB port allowing photo viewing of personal photos. The hors d'ouvres and libations (Dom Perignon, of course) were simply delightful and these are just a few examples of this over-the-top experience!

Our ride was as smooth as glass, eerily quiet, and the service was impeccable. To be honest, they had me at "Can I get you something before we take off?"
So, enough about my experience. Since I couldn’t find one disturbing factor (except for being forced off after two short, glorious hours), I looked to some of my colleagues who accompanied us on the flight for their comments. Perhaps they could add some mud and blood to this report. Here is what they had to say:

"The highly-innovative design of the Emirates A380 Airbus is the ultimate in flight comfort and luxury. The spa showers in first class, the generous seat pitches in both business and economy class, the entertainment systems and the generous proportion of lavatories all make long flights a much easier and enjoyable task. My only regret is Emirates' inability to commit to a Los Angeles schedule for the super jumbo at this time." - Kathy Strong, travel writer

"The coach seats were wonderfully spacious and comfortable. The crew polite, knowledgeable and very sophisticated in their high level of service presentation. The entertainment system has to be the best in the sky – so many choices you won’t want to sleep... They did a great job, especially considering they had to work around all the security issues that exist at airports today, including the American Airlines emergency landing that occurring just as we were originally scheduled to start boarding." - Travcoa, vice president, Louise Shumbris

"One observation which stuck out in my head is that I couldn’t believe how quiet the engines were. Mopeds make more noise then the A380 which can hold at least 15,000 of them? Also, how does Emirates have the best-looking flight attendants and uniforms in the industry?" - Johnny Jet, publisher of Johnny Jet travel news.

OK! Thank you colleagues and special thanks to Johnny for noticing the great-looking attendants. They truly were gracious and yes, they were darling... both the men and women. By the way, with over 140 nationalities working for Emirates Airlines, you will have the opportunity to celebrate diversity and experience Emirates' uniformed ambassadors and hospitality experts.

Even collectively, my colleagues and I are having trouble slinging any mud on this modern day marvel. The price tags for first class and business class are hefty, to say the least. But I can’t help but think how excellent would it be to fly from the US to Dubai, arrive freshly showered and rested and ready to hit the street running to close a million dollar deal! All for just a $20,000 first-class ride. I’d call that positively thrilling.

About Emirates Airlines:
On 25th October 1985, Emirates flew its first routes out of Dubai with just two aircraft - a leased Boeing 737 and Airbus 300 B4. Then, as now, the goal was quality, not quantity, and in the years since taking those first small steps onto the regional travel scene, Emirates has evolved into a globally influential travel and tourism conglomerate known the world over for a commitment to the highest standards of quality in every aspect of business.
Though wholly owned by the Government of Dubai, Emirates has grown in scale and stature not through protectionism but through competition-competition with the ever-growing number of international carriers that take advantage of Dubai’s open-skies policy. Not only do they support that policy, but see it as vital to maintaining identity and competitiveness. After making its initial start-up investment, the Government of Dubai saw fit to treat Emirates as a wholly independent business entity, and today they are thriving because of it. Growth has never been lower than 20 per cent annually, and the airline has recorded an annual profit in every year since its third in operation.
 

About Airbus A380:
Features of the A380 aircraft include: two full-length decks with 50 percent more floor surface than any other high capacity aircraft; broader seats, increased personal storage, additional head room and wider stairs; 220 windows to provide ample natural light in the cabin during daytime hours; and the lowest onboard noise level of any existing passenger aircraft. The A380’s wide-bodied cabin has exceptionally efficient air filters. With four high level air outlets instead of the traditional two, the cabin air gets refreshed every three minutes helping passengers feel fresher both during and after the flight. The overall design offers additional space for passengers and reduces stress and fatigue. All in all, more space for every passenger to relax and appreciate the quietest cabin of any airliner currently flying. The environment also benefits from the design of the A380. The craft’s engine emissions are well below current international limits, contributing to improved air quality around the airports it will serve. With a new wing design and composite materials accounting for 25 percent of its structural weight, the A380 is a much more efficient aircraft all round. And by producing only about 75g of CO2 per passenger kilometer, the A380 is contributing to the aviation industry's commitment to constraining greenhouse gas emissions. The Airbus 380 has received corporate certification under the stringent ISO14001 standards that recognizes Emirates use of a robust Environmental Management System to minimize the environmental impact of the aircraft throughout its life cycle.

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