Analyzing the Impact of Global Media Trends in Emirates Airlines

This article analyzes the impact of global media trends on Emirates Airlines and the aviation industry. It examines the positive and negative impacts of social media trends and provides recommendations for dealing with emerging challenges. The article also covers the use of storytelling and influencers in the aviation industry and compares Emirates Airlines with similar organizations. The subject is tourism and media, and the course code and college/university are not mentioned.

Running head: WORLD WIDE TOURISM AND MEDIA
WORLD WIDE TOURISM AND MEDIA
Name of the student
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Table of contents
Introduction......................................................................................................................................2
The aim and objectives of the video............................................................................................2
How the learning outcomes will be covered................................................................................2
Brief introduction to the organization..........................................................................................2
Global media trends being covered in the video..........................................................................3
Analyze the global media trends affecting aviation industry in both positive and negative
manner..........................................................................................................................................3
Impact of social media trends in Emirates Airlines.....................................................................5
Comparison with the similar organization...................................................................................9
Recommendations......................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

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Introduction
The aim and objectives of the video
Aim of this video is to shed light on analyzing the impacts of global media trends in
emirates airline. By analyzing both the positive and negative impacts of global media trends, the
study will link it with the Emirates airlines initiatives. Examining different global media theories,
different applications in case of driving the growth trends of Emirates airlines have been
analyzed.
 To identify the global media trends and its impact on the Emirates Airline
 To examine different initiatives adopted by Emirates Airline for sustaining in the
competitive airline industry
 To provide recommendations for dealing with the emerging global media challenges in
aviation industry
How the learning outcomes will be covered
The purpose of this study is to shed light on the impact of social media trends in the
aviation industry by highlighting Emirates Airline. Different leadership skills and those
implementations in the aviation industry will be highlighted for achieving the learning outcome.
Analyzing different theoretical aspects of the global media trends, recommendations will be
provided.
Brief introduction to the organization
Emirates is a Dubai based airline, which has become the largest airline in the globe. It has
been identified that depending on the current situation, it has become the largest airline in Middle
East (Emirates.com 2018). Every week it operates 3600 flights from the Dubai international

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airport. In case of carrying the international passengers, it has become the fourth largest airline. It
is true that Emirates airline is a subsidiary of ‘The emirates Group’. Analyzing thee financial
performance of the airline company, it has been identified that it has generated the revenue of
$24.2 billion in between the year 2014 to 2015 (Emirates.com 2018). In between the year 2014
to 2015, the numbers of passengers reached 44.5 million to 49.2 million. Analyzing the rate of
profitability, it has been identified that in the year 2015 rate of profitably increased 34%. Due to
increasing demands in the airline industry in Middle East, Emirates Airlines gained the financial
success (Emirates.com 2018).
Global media trends being covered in the video
Analyzing the current trend in tourism industry, it has been identified that global media
has become major contributor in this industrial growth (Ellis et al., 2018). Analyzing the global
media trends in aviation industry, the video will shed light on two popular media trends such as
storytelling and influencers.
Storytelling
Storytelling has become one of the popular media trends in 2018. In order to develop the
emotional bonds with the customers, human stories are being introduced by the airline
organizations (Koch and Tritscher 2017).
Influencers
Social and web media influencers have become increasingly relevant to the aviating
marketing process (Wattanacharoensil and Schuckert 2015). Through the celebrity endorsement,
the airline organizations expect to grab the attention of the customers. By involving the popular
personalities in marketing, competitive advantages can be gained by the organizations.

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Analyze the global media trends affecting aviation industry in both positive and negative
manner
Positive impact
In the words of Wattanacharoensil and Schuckert (2015), analyzing the digital media
trend in the aviation business it has been identified that social media has played a pivot role at
thee current time. As stated by Scotti and Volta (2017), analyzing the communication
phenomena of 19th century, it has been identified that celebrity endorsement and TV
advertisements were the major marketing components in that time. It cannot be denied that in
order to drive the business growth, effective marketing strategies have become necessary for the
organizations. With the increasing growth in Aviation industry, it can be assumed that the global
aviation industry will reach 33.8 billion US dollars in between 2017 to 2036 (Koch and Tritscher
2017). In the current trend in aviation industry, creating social space has become necessary for
the organizations to create brand equity. In the words of Bigne et al. (2018), both the online and
offline media sources have become necessary for driving the business growth in this industry.
Supporting this Dijkmans, Kerkhof and Beukeboom (2015) stated that the changing global media
trend has also impacted on the revenue generating process in the aviation industry. Changing
consumption trend of the customers has created pressure on the companies for maintaining
standardized and regulatory route in the business practices. Most of the leading airlines have
contributed in the CSR activities for maintain strong customer relationship (Schaefers and
Schamari, 2016). By increasing the uses of global media, the organizations have focused on
providing corporate comfort zone to the customers so that brand equity of the company can be
properly maintained. Analyzing the global media trend, it has been identified that in case of
managing competitive environment, it has played an influential role.

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In the opinion of So et al. (2018), after the 20th century, expansion and innovation in the
social media platforms, the impressive growth rate has been shown in the aviation industry.
Along with the impressive growth rate in technology, different mobile apps have been
introduced, which has made the booking process easier for the customers. On the other hand,
Ahmad, Ahmad and Bakar (2018) opined that it has been identified that depending on the current
business situation, in order to reach the masses maturity, the social media is being adopted.
Maintaining customer relationships has become easier as increasing uses of social media. The
queries of the customers are being quickly solved by the authority, which has helped to provide
standard customer service (Farouk, Cherian and Shaaban 2017). It has helped the organizations
to maintain a competitive business environment. With increasing uses of internet in daily life,
different websites and travel agencies have involved themselves in the tourism business. It
cannot be denied that 75% of the total air tickets are being booked through online. In the report
of the international air transport association in 2018, it has been identified that after the
introduction of global media trends thee net profit reached 38.4 billion USD (Wns.com 2019).
The web check-in business practices have become popular in the aviation industry. Popularity of
smart phones has been increased among the people. As its result, it has become easier for the
organizations to maintain strong customer relationships through global media. In case of
generating the business revenue, changing global media trend has played an influential role. The
newer ways are being explored by the by the airline companies.
Negative impact
Although social media has brought various opportunities in the aviation industry, it
cannot be denied that various drawbacks of social media have impacted on business growth. By
supporting this Yan and Subramanian (2018) stated that there is a critical tough point between

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online and offline media channels. After the introduction of online media channels, increasing
rate of customer complaints regarding the booking process have been increased. In some of the
cases slow websites, reduce the availability of seats, which increases dissatisfaction among the
customers. In some of the cases, the customers wants to directly communicate with the
employees, which becomes tough while processing the online ticket booking process. Due to
different types of technological errors, the customers are facing challenges in the air ticket
booking process. In the words of Vij (2017), due to increasing technological innovation in this
industry, the cost of marketing is rapidly increasing. The technological innovation has brought
tough competition in the market, in this situation, it has become tough for the organizations to
understand the needs of the customers. Changing expectations of the customers, has brought
tough situation for the organizations to survive in the market. On the other hand, due to
increasing uses of social media in the aviation industry thee chances of fraudulent transaction
have been increased.
Impact of social media trends in Emirates Airlines
Positive impact
Customer engagement
It cannot be denied that airline organizations are trying hard to introduce effective social
media campaigns in the market (Escobar-Rodríguez and Carvajal-Trujillo 2014). Customers’ get
engaged with the social networking sites, which has helped to maintain the transparency between
the customers and employers.
Performance efficiency

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In order to get the excellent outcome, the airline organizations are trying to bring and
effective social media communication tool in the market, so that the company can achieve
excellent outcomes. In case of Emirates airline, it can be said that the airline organization has
performed well in the recent social media trends. In the growing International airline
organization Emirates, social media brands have helped to serve the thousand of customers.
Increased the accessibility
The social media channels such as Facebook, Instagram and twitter have helped to raise
interest in capitalizing the emerging trend in aviation industry (Wu 2016). It has helped in
aircraft unveiling and flight tracking and scheduling process transparent to the customers. Social
media has helped emirates Airline to get the potential customers from all over the world
(Paypervids.com 2018).
Introduction of mobile apps
Emirates has introduces a meal ordering mobile app, which can be used in flight without
SIM cards. Using ‘Meal ordering devices’ to the business class flight attendant, the company has
aimed to provide uninterrupted services to the passengers. In case of being highlighted in the
social media, emirates Airline has upgraded a you tuber from the business class to first class
(Smbp.uwaterloo.ca 2018). The entire experience of the passenger as well as the cabin features
of Emirates has been highlighted in social media by the passenger, which has got near about
38500000 views. It is being considered as one of the popular marketing tactics of Emirates to
gain customer attention.
Celebrity endorsement

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Celebrity endorsement is being considered as one of the popular marketing strategy
adopted my Emirates Airline. In order to appeal to large numbers of customers, the well-known
actress Jennifer Aniston, who performed in a popular TV series called ‘Friends’, has been
endorsed by the Emirates airline in 2015 by signing the deal of $5million (Dailymail.co.uk
2018). Emirates has brought true example of customer relationship management through social
media. By integrating all different social media platforms, it has established its strong brand
image on customers’ mind.
Increase customer engagement
In the year 2011, the Emirate Airline has develop the ‘Social media foot print’ through
Facebook. In order to improve the emotional connection with the customers, the company
decided to introduce the strategy in the market. Social media has helped Emirates to develop a
convincing channel, that positioned the company ‘Cosmopolitan’ and ‘prestigious’ in the market.
Social media can help the company to engage large numbers of people in its business activities,
which will positioned emirates as cosmopolitan organization and popularity in the global market
will help to develop its prestigious position (Bigne et al. 2018). With increasing likes from the
customers through Facebook, emirates has become the most popular airline organization in the
Middle East. By engaging different mobile phone booking apps, emirates has increased its
business.

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Figure: Social media metrics of Emirates in 2016
(Source: Paypervids.com 2018)
In the above table, social media metrics of Emirates airline has been mentioned. In the
above report, it is clearly mentioned that numbers of Facebook followers are high compared to
the others social media sites. Analyzing the Key performance indicator and balanced score
card for Emirates, it has been identified that social media has helped to improve the
performance outcome of the company. Balanced score card is a management and strategic
planning system, which is being used for developing effective communication with the
customers (Akkermans and Van Oorschot 2018). The social media strategies of the company has
brought web hits, service satisfaction, business acquisition and many other opportunities in the
workplace. Therefore, it can be said that depending on the current social media strategies, the
customer interaction, sharing and information generation process have been influenced in
Emirates Airline (So et al. 2018).
Negative impact of global media
Rapid changes in customer expecttions

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Ahmad, Ahmad and Bakar (2018) stated that analyzing the current industrial situation, it
can be said that tourism and aviation industry is the fastest growing industry. Due to increasing
economic opportunities in the workplace, the customer consumption trend has been changed. As
its result, it has become necessary for providing standard quality of services for satisfying the
needs of the customers.
Internal issues are easily being highlighted
Due to increasing management issues, the image of Emirates is now in the challenging
position. Increasing dissatisfaction among the Cabin crew members, has impacted on the image
of the organization negatively. Some of a crew member reported in an article that the working
environment is terrible in Emirates (Donotflyemirates.wordpress.com 2018). The employee has
been asked for leave the hotel and reach at the airport at night. Due to snow fall the airport was
closed and the crew member was found sleeping on the floor. After publishing the news on
social media, the brand reputation of the company has got affected.
Comparison with the similar organization
Analyzing the global media strategy of British airways, it has been identified that the
organization has developed its marketing strategies depending on printing media. Although like
Emirates Airline, it has also flourished its media trend by using the social media platforms. With
the changing technological trends, the effective leadership practices have been introduced in the
organization. The aim of British airways to provide the services depending on the virtual reality
so that it can maintain uniqueness in the market. In order to provide premium service, taxi
services are being provided by the company. In case of maintaining active position in social
media, British airways introduces the best loved personalities through its campaigns. Gordon
ramsay, Thandie Newton, Rowan Atkinso Sir Ian McKellen and mamy more (Socialsamosa.com

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2019). Therefore, it can be said that the major similarity in both the airline organizations is in
both the cases, celebrity endorsement is being appreciated. Through the media marketing, British
airways tries to fulfill the emotional needs of the customers.
Recommendations
Increasing social media activities
As opined by So et al. (2018), customers are the main priority for the service providing
organizations like Emirates, therefore, in case increasing customer engagement, the social media
activities needs to be increased. In the company website, more information regarding its
activities and initiatives can be introduced.
Individual app development by Emirates airline
Emirates can promote its individual app for booking and information, where the customer
care executive will be available for answering all the quarries of the customers. By providing the
maximum access of information to the customers, it will be easier for the company to maintain
strong customer relationships.
Improving marketing strategies
It is true that due to increasing management related issues in Emirates, criticism by the
popular news articles have impacted negatively on the company image. In order to deal with the
situation, it needs to focus on improving its marketing strategies so that it can be able to gain its
previous brand image.
Software development

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In order to improve the operational management process, not only the monitoring
software but also different communication tools can be used. As its result, the employees will
directly interact with the customers and clarify the concern in better manner.
Conclusion
In this study, it can be concluded that social media has become a major component that
can drive the brand image of an organization. Analyzing the impact of social media in the
aviation industry, it has been identified that with the changing social media uses, the customer
expectation has been changed. On the other hand, it is also true that with the changing social
media trend, the industry has got affected in both the positive and negative ways. Examining the
impact of social media on Emirates airline, the innovative marketing strategy of emirates airline
through social media has driven the business performance of the organization. However,
different management issues in the management, have impacted on the brand image of Emirates
airline. In case of dealing with the emerging challenges, effective management strategies and
transformational leadership initiatives need to be adopted by the company for gaining business
growth in the near future.

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