EMIRATES is planning to increase its direct bookings following the introduction of an on-line booking facility to its Internet site this summer.
The carrier will become one of the last of the major world airlines to offer an on-line booking facility.
In Britain, Web bookings will predominately be aimed at business travellers as Emirates fights for more direct business to the Middle East and to build up long-haul transfer traffic to Australia and the Far East.
Holiday packages, using in-house tour operation DNATA, are also expected to be bookable on emirates.com.
The strategy to implement Web bookings comes as the airline prepares to launch flights to the US from Dubai. Emirates has ordered long-range Airbus A340s for the services, including New York, Los Angeles and Chicago. A spokeswoman for the carrier could not say when the on-line booking option will be available. However, reports from the United Arab Emirates point to later this summer. A message on the carrier’s Web site also confirms the roll-out will take place shortly.
The Internet booking initiative follows the announcement of a Web-based advertising link-up with Emirates’ agencies around the world. EmPower was designed by the Dubai-based airline’s communications team and will allow faster transfer of information to Emirates’ marketing partners.
The airline said EmPower would cut the time it takes to put out marketing campaigns by 50%, a vital saving as the carrier is increasing its advertising by 30% each year.