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Emirates schools up

Through its sponsorship of The Emirates National Travel Consultant Scholarship, Emirates has pledged to the recipient $10,000 towards an education course, a business class trip for two to Dubai to meet key leaders at Emirates and a side trip to the Emirates Melbourne Cup. Emirates Vice-President Australasia, Bryan Banston, explains why giving back to the travel trade is so important.

Why did the airline decide to set up the Emirates Travel Consultant scholarship?

We’re very proud to continue and grow our partnership with the Australian Federation of Travel Agents (AFTA) and offer this scholarship because it allows us to provide thanks to the people of the industry, who make it all possible, for their continued support. Emirates’ sponsorship of this scholarship is part of our focus on connecting with our agents and the travel trade industry. We place a lot of importance on sharing and supporting their interests, knowledge and training.


How important is it to Emirates to maintain an excellent relationship with travel agents?

With around 80 per cent of our revenue in Australia derived from trade, Emirates is committed to its travel trade partners. This scholarship recognises our continued work to offer the very best product to our travel trade partners, without whom our Australian successes would not be possible. We’d like to thank them for their ongoing support.


Emirates have also become a gold sponsor of the NTIA awards. Do you see this as the perfect way to deliver your key messages to a captive audience?

We’re extremely proud to increase our support of the NTIA Awards, the country’s premier industry event of the year. We align with first class sponsorships and travel events that are relevant to our target market and passengers, and the NTIA Awards is a perfect example of this alignment. This sponsorship provides a way for Emirates to communicate to, engage and support the interest of the travel trade industry.


Finally Emirates was recently announced the most valuable airline brand worldwide for the third consecutive year. How has your airline managed to remain so successful and how will it continue to do so in the future?

Australasia is the second most important market for Emirates globally, and the airline operates 84 flights per week from Australia to Dubai – three times daily from Sydney, Melbourne and Perth, double daily from Brisbane and daily from Adelaide. In the latest financial year, the East Asia and Australasia region as a whole remained the highest revenue-generating region.


We’re dedicated to providing travellers with more destinations to choose from and committed to expanding our network route to achieve this, for example the recent addition of Stockholm and Olso from September 2014 to the EU network marks 36 European destinations.


We will also continue to provide passengers with a superior aircraft product and the highest quality of service to ensure the safest and most enjoyable flight experience, which was evident when Emirates announced the largest-ever aircraft order of 150 Boeing 777X aircraft and 50 Airbus A380 aircraft at the Dubai Air Show last November.

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Written by: Traveltalk
Published: 1 May 2014

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