Emirates has launched a new private jet arm to fly elite customers from Dubai to regional cities using Embraer Phenom 100EV planes.
Emirates
UAE-based Emirates has launched a new private jet arm using Embraer Phenom 100EV business planes.
The aircraft were originally used as flight training planes at Emirates’ pilot academy in Dubai.
Emirates hopes its new strategy will lure in more high-paying customers as private aviation booms.
The demand for private aviation continues to hold strong post-pandemic, particularly in the Middle East where business travel has rebounded quicker than in other regions.
This boom is drawing in more deep-pocket customers — and airlines like UAE-based Emirates are seeing dollar signs.
On Wednesday, the carrier introduced a brand new on-demand charter service that will ferry elite customers from Dubai to cities in the Gulf region using a fleet of Embraer Phenom 100EV twin-engine private jets.
Specifically, travelers will go out of the city’s second passenger airport known as Dubai World Central (DWC) — not Dubai International Airport (DXB) where most global passengers fly through.
The DWC’s central location paired with the Phenom’s 1,300-mile range opens up a lot of route options throughout the Middle East, allowing for “quick turnarounds to points in the Kingdom of Saudi Arabia, Bahrain, Kuwait, Oman, and within the UAE.”
Although Emirates has not disclosed pricing, it told Dubai media outlet Gulf News that costs would depend on the destination city, the number of passengers, and if there are any special requests.
But, it has promised a handful of high-end amenities and perks to be included in every flight, noting the subsidiary has been launched with “flexibility, convenience, privacy, and comfort” in mind.
According to the carrier, each journey will start with a chauffeured ride to DWC where a personal representative will escort customers through a fast and “hassle-free” airport experience.
At their destination, guests will have access to a private terminal and lounge, if available, and be expedited through customs and immigration.
And, every flight includes free snacks and drinks, one medium-sized bag weighing up to 15 kilograms (33 pounds), and a small carry-on.
However, the VIP perks won’t be as glamorous as Emirates Executive, which is the airline’s main private arm chartering Airbus ACJ319 corporate planes.
Emirates
These larger aircraft cater to Emirates’ most elite customers and are actually separate from the Phenom fleet. According to the carrier, the little four-seater private jets were first delivered in 2017 to the Emirates Flight Training Academy — which is located at DWC and where cadets train to become airline pilots.
The Phenom 100EV was an “obvious choice” for multi-engine training thanks to its “three interchangeable glass displays; state-of-the-art avionics; smart automation systems; and graphical flight planning capabilities,” Emirates said in a press release.
Not to mention, the airline’s current private division only operates big 19-seater planes, meaning the smaller Phenoms may lure in more customers and better compete with other light jet charter operators. As the Phenom is actually a business plane with a passenger-friendly interior and can efficiently fly within the highly trafficked Gulf region, Emirates likely saw an opportunity.
Emirates’ refurbished Airbus A380 at Dubai Airshow 2021.
Thomas Pallini/Insider
However, that still leaves a wide market gap that Emirates can’t serve.
“Since this is a four-seater aircraft, the service is good for those wanting to travel to GCC destinations for a quick day trip or an urgent meeting,” Ramila Tandel, the charter sales manager of Jordan-based private charter company Gulf Wings, told Gulf News.
“While it would give operators such as us stiff competition, business travel trends in the UAE still lean towards larger groups of ten travelers or more,” she continued. “In this case, the demand would be for slightly bigger jets, including a six- or eight-seater Phenom-100.”