Interview: Emirates UK sales and marketing manager Vic Sheppard

Dubai-based Emirates is planning a massive expansion that includes adding four destinations and increasing frequencies on 17 of its routes.

The airline has 49 return flights between Dubai and London and this will increase to 56 from June when an extra daily service to Manchester is added. Among new destinations to be added are Kochi in southern India and Lagos, both from Dubai.

UK sales and marketing manager Vic Sheppard (left) claimed profits at the airline had increased 140% over the past year at a time when other airlines are struggling, but he refused to reveal figures.

Sheppard admitted Emirates had prospered from having its hub in Dubai and the fact that it does not operate to the US.

“We are owned by the government of the United Arab Emirates, but we are not bankrolled by them,” Sheppard told TravelMole.

“It hasn’t been as tough for us as other airlines and we’ve been cushioned from the effects of September 11 because we don’t fly to the States.

“Our hub, Dubai, is a very prosperous city and we have a modern fleet with young, efficient aircraft. I also think its fair to say that we’ve built a reputation for quality. We are not the cheapest on our routes and we are not relying on price.”

Sheppard said only 25% of passengers from the UK to Dubai get off at the city – the rest continue on to other destinations – which would cushion the airline from the effects of a war in the Gulf region.

“Dubai is a safe city, away from any potential conflict and business people know that so they are not going to be put off going to the city,” said Sheppard.

“Leisure travellers may be more wary of travelling to Dubai during a war, but they only make up about 15% of all the passengers from the UK. So in a worst-case scenario, we could have a drop-off in demand of about 15%.

“But we flew all through the last two conflicts and we’re pretty confident we can carry on flying, whatever the situation.”

Emirates has underlined its growth plans by a $15 billion aircraft order, which includes 22 of the new double-deck Airbus A380s, which will be the world’s largest aircraft when they enter service from 2006.

Despite benefitting from not operating to the US, Emirates plans to offer services to various American cities from Dubai next year.

“They will be marketed in Australia, Singapore and Bangkok, where there is considerable demand for the services,” said Sheppard.

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