Emirates reduces fares to fill A380’s

Another hat tip to Andrew Larkey for this piece from the Arabian Business website. It seems that in order to fill their 517 seat A380 Airbus planes Emirates have decided to reduce its fares considerably.

Emirates will resist the urge to cut routes and flights as oil prices threaten the profitability of some destinations and instead aims to stir up demand with cheaper tickets.

It is estimated that 43% of the daily cost to airlines is fuel which is out of their control. However, Emirates believe that capacity reduction is not an option as it has been responsible for the collapse of so many carriers. Industry practice has generally been to halt growth when times are hard and costs high, focusing on the most profitable routes that can sustain higher fares. Emirates will stick with a rapid-growth model based on building Dubai into a high-volume, inter-continental travel hub using a wide-body fleet featuring 90 A380 superjumbos with 45,000 seats.

While cutting fares to sell tickets on the 517-berth planes will push up the occupancy level needed to break even, the impact of government spending cuts in many overseas markets means that strategy is more likely to succeed than one based on curbing capacity and raising fares.

That strategy is not advised as it reduces sales and dampens consumer confidence which ultimately affects, airports, holiday companies and businesses in destination cities, so that traffic often never returns. US-based Trans World Airlines (TWA) and Pan American World Airways are examples of major carriers that went bust by reducing the amount of destinations that they flew to.

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