2) Target Markets and Customers

Key Customer Groups

Business Executives

One key customer group of Emirates Airlines is business executives. Emirates Executive launched in 2013 provides a dedicated private jet that can fly up to 19 guests. As many high-ranking business executives are required to fly internationally and every minute is crucial, Emirates Executive can provide luxurious private charters that are customized to their very needs. Be it working space, private area to carry out board meetings, or even lounges and full-sized beds to relax in, Emirates Executive has it all covered for companies.

Emirates Executive private jet interior

Families

Another key customer group of Emirates Airlines are families with young children. When families travel with their young children, it can get quite challenging. With that in mind, Emirates has certain guidelines in place to facilitate a smooth and easy journey for families. For example, families get to board the plane first, allowing more time to get settled. In addition, the inclusion of in-flight entertainment and nutritious meals specially designed for children, come together to create an enjoyable flying experience for families.

Video: Jennifer Aniston Emirates Airlines Commercial

Key Target Markets

The first key target market of Emirates Airlines would be middle to upper middle class people(socio-economic), whom enjoy travelling in class and style(psychographic). This group of customers relish the feeling and experience that Emirates Airlines is offering, which is the best of the best flying experience. More importantly, this segment of customers is willing and able to pay for top prices that these experiences come with as they belong to a higher socio-economic group. 

The second key target market of Emirates Airlines would be international business travellers(demographic), who do businesses or reside in Dubai(geographic). As their business is internationally based, it requires them to fly in and out of Dubai frequently. According to Dubai Tourism, an increase from 80 international meetings in 2013 in Dubai to 146 in 2014. This shows that there has been a noticeable increase in business conferences and incentive travel in Dubai. Also, Emirates being the largest operating airline in the Middle East, this market of customers prove extremely suitable and profitable for Emirates to target. 

References: 

Travelling with children. (n.d.). Retrieved May 23, 2017, from https://www.emirates.com/english/flying/young_flyers/young_flyers.aspx

Business Travellers Image. (n.d.). Retrieved from http://www.weminn.com/media/1052/business-travellers-03.jpg

Jennifer Aniston Image. (n.d.). Retrieved from https://i.ytimg.com/vi/yz_qZQbiZuA/maxresdefault.jpg

Emirates Executive . (n.d.). Retrieved from http://www.emirates-executive.com/en/the-experience/ultimate-comfort

Jennifer Aniston Emirates TV commercial. (n.d.). Retrieved from https://www.youtube.com/watch?v=yz_qZQbiZuA&feature=youtu.be