Emirates' superjumbos spice up rivalry
Emirates Airline has created a stir on the busy Bangkok-Hong Kong route with the introduction of Airbus A380 superjumbo jets, offering novelty and superior passenger service compared with key players such as Thai Airways International (THAI).
The cash-rich Dubai-based carrier is especially appealing to passengers who already have _ or even have never _ flown on the double-decker Airbus mega-jet, said industry observers.
With little fanfare, Emirates on Oct 1 deployed the A380 superjumbo for its daily Bangkok-Hong Kong service, replacing its smaller Boeing B777 jets that were used for as many as 10 flights a week on the route.
Bangkok-Hong Kong is the second Thailand service featuring Emirates' A380 aircraft, after the Bangkok-Dubai route that started in June 2009.
The territory becomes the 11th destination in Emirates' fast-expanding network to be served by the world's largest commercial airliner.
Emirates is the only airline operating A380s through Suvarnabhumi airport.
Major players on the Bangkok-Hong Kong route such as THAI and Cathay Pacific Airways are watching the effect that Emirates' gigantic jets will have on the highly competitive route.
They recognise the A380's newness and far better cabin offerings _ two onboard shower spas and 14 flat-bed massage-equipped private suites in first class, flat-bed seats in business class and roomier seats in economy class.
However, a senior THAI executive said the airline had so far experienced only "minimal" impact from Emirates' introduction of the A380s on the route.
The executive said THAI enjoyed an edge in frequency with five flights a day, about the same number offered by Hong Kong's Cathay Pacific.
Both THAI and Cathay Pacific operate older aircraft such as the A330, the B777 and the B747 jumbo jet, all of which come with older features such as recliners in business class and limited in-flight entertainment systems.
All classes on board Emirates' A380s enjoy more than 1,200 channels of on-demand entertainment, including movies and music in Thai and Cantonese.
Khalid Bardan, Emirates' manager for Thailand and Indochina, said feedback from Thai passengers had been "great".
Emirates has so far enjoyed a load factor of more than 90% on the route since it started using the new A380s, which have 517 seats.
Emirates is not capitalising on the luxury and novelty of the A380 by charging extra, but rather is maintaining competitive fares with other airlines plying the route, said Mr Bardan.
An all-inclusive round-trip economy class fare runs about 7,800 baht, business class 15,300 and first class 26,300.
Emirates is the largest A380 operator in the world. At the Berlin Air Show in June, it placed an order for an additional 32 of the aircraft, taking its total firm orders to 90, of which 12 are already in service.
Credit: Bangkok Post
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