Emirates Airlines’ Organizational Structure & Development Plan

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There are many ways of how a company can be improved and developed according to the expectations and the latest technological achievements. Organizations change every minute and every day, and most of all changes are unusual and unplanned (Burke, 2013). Sometimes, organizations are ready for the changes and can benefit a lot. It may also happen that organizations and their employees are not ready for some improvements and challenged a lot to meet the requirements.

The UAE is one of the fastest-growing countries in the whole globe. Its people and companies demonstrate a huge potential to impress people and meet or even exceed expectations. A number of the UAE companies introduce their own individual approaches to success, and the Emirates Airlines remain to be one of the brightest companies that show how to choose, hire, and train employees, impress customers and stay competitive regardless its personal unwillingness to follow the standards set by the organizations in the same sphere.

Being created in 1985, the company introduced itself as a powerful economic and social figure in the airline industry. Nowadays, about 50,000 people of 168 nationalities work in Emirates Airlines (The Emirates group annual report, 2015). More than 50,000 people prefer to travel with Emirates Airlines. The success of this company is evident. Still, it is necessary to pay more attention to the methods of how organizational changes take place and analyze the outcomes achieved due to the offered changes. The current paper aims at investigating the concept of the organizational development and changes that have occurred in Emirates Airlines during the last several years and proving the effectiveness of the transformation from a “discover the world” company to a “hello tomorrow” organization.

Research Question

The idea to discuss the peculiarities of organizational development in Emirates Airlines is based on several assumptions. For example, it is believed that the process by which several organizational changes take place may affect the outcomes of the work with employees and customers. Can it be true that customers’ demands influence Emirates in a variety of ways? All these simple questions lead to the creation of one main research question that has to be discussed and answered properly in the project. What is the nature of the steps taken by Emirates Airlines to bring about the organizational change and lead to the creation of a new slogan, “Hello Tomorrow”? This research question can be answered as soon as several research objectives are met:

  • The identification of the main peculiarities of an organizational change is done;
  • The evaluation of the company’s achievements and its managers’ work is offered;
  • The analysis of the organizational culture is given;
  • The effectiveness of the company’s change is described.

The research question helps not only to clarify the conditions under which it took place but also to understand the attitudes of the employees, the influence on the customers, and the identification of further options that can be offered to Emirates Airlines. The connection between social relations within a company and the external factors such as customer’s needs, technological achievements, and advertising abilities is used to explain why the chosen change has occurred in the company and if Emirates Airlines is successful to overcome it. To answer the research question and meet the goals set, an online survey will be developed, and the evaluation of credible sources and annual reports will be organized.

Literature Review

The idea of the organizational change is not new. Many companies have already passed it several times. These changes can be intentional and unintentional. Still, employees and their managers have to ready for them. As a rule, managers should focus on the process of intervention and identify the rules and duties that employees have to consider and follow. Very often, changes may be compared with the interconnections between different things and people (Senior & Swailes, 210).

For example, the connection between an employee and a manager has to be improved because the former should get clear instructions from the latter, and the latter has to follow to the demands and needs of the former because the essence of any change depends on how successfully people can understand each other. Besides, any company is connected with a number of factors such as the current economic environment, technological opportunities, and even personal knowledge and expectations.

Senior and Swailes (2010) admit that organizational change is one of the abilities to reflect a rapidly changing world and meet the demands of consumers. Even though a number of changes have to take place in a company, it is wrong to avoid the importance of different external factors that can define the quality and outcomes of the change. Many researchers and stakeholders admit that the world of business becomes more uncertain because companies are not able to control all changes and outcomes and face some misunderstandings or challenges (Burke, 2013; Senior & Swailes, 2010).

The representatives of different companies should promote changes regarding the current economic conditions. For example, the managers should understand the worth of the costs people have to spend regularly and the costs people may spend regarding the necessary changes.

In addition, the changes can touch upon the cultural aspects of a company, especially if the company is in the United Arab Emirates (Eriksson-Zetterquist, Mullern, & Styhre, 2011). Arab countries usually have strict rules and high expectations contributing to any sphere of life. The airline industry presupposes the necessity to deal with different passengers, who have different cultural backgrounds and preferences. The financial situation of a country also influences the way of how cultural aspects are considered.

Though the UAE is the country that has grown on the sand, it is one of the most powerful cultural and entertaining centers. Many people from different countries want to visit it and enjoy its richness. The airline company is a kind of symbolic door that has to be open before entering this amazing world of luxury. The luxury of Emirates Airlines is one of its visiting cards (About Emirates, 2015).

The peculiar feature of this company is the fact that it has already created a number of standards and increased the expectations concerning the quality of services considerably. Emirates provides its passengers with an ability to take a shower, visit an onboard lounge, and get a portion of privacy and comfort that can hardly be reached by people at home.

There is also a tendency to connect the need for organizational change with the fact of the technological breakout (Avrill & Zumello, 2013). Organizational changes take place not only because of the necessity to improve something but also because there is something that requires the implementation of changes. If the company misses a chance to change its structure, culture, or working principles and cannot get ready for the rapid organizational improvements, it can be under the threat of being left behind and unable to offer the best services with the best team. The technological aspect means the ability to connect with people, attract their attention, and create entertaining and advertising programs.

Emirates Airlines demonstrates good results and achievements that have been successfully made during a short period. This company does not try to impress its potential consumers with low prices or discounts. Their main goal is the provision of comfort and satisfaction (About Emirates, 2015). The organizational change demonstrated by the company is an example of how international airline companies have to train people and make the solutions that define the future. To work in the airline industry means to follow the current changes, know and understand the expectations of different groups of people, and realize how personal involvement in everyday activities can be used.

Organizational development cannot be avoided or neglected. It is a chance to understand what goes or can go wrong and make the necessary improvements. Managers should analyze the roles and impact of stakeholders, succeed in PEST and SWOT, focus on the conditions under which employees should work, and realize how people may react to the changes offered. As soon as the preparations are made, organizational changes can be developed. Emirates Airlines can be used as an example of how and why the change from “Discover the World” to “Hello Tomorrow” took place and if the outcomes are justified in terms of relations between employees and consumers.

Background of Emirates Airlines

1985 is the year of the Emirates Airlines’ foundation. Its co-founder, Ahmed bin Saeed Al Maktoum, met Tim Clark at the beginning of the 1980s. They proved that the aviation business can be successful using luxury and quality. Even if the pricing policy has not been developed in regards to the people with middle or low income, the developers of Emirates Airlines did not lose hope and created a good plan to attract the attention of many customers. First, it was decided to use several destinations from the very beginning. Options available to customers turn out to be a peculiar feature of the company.

Emirates Airlines aim at providing commercial air transportation of people and their cargo across the whole world. This company is independent. It does not follow the standards. Flexibility and impressive efficiency of services help the company stay competitive from the first years of its foundation. It is not for Emirates to impress consumers. It seems that the company is challenged by the task to be better day by day.

The vision of the company is to support future growth and prove the prosperity of its services around the whole globe. The company does neither impose its culture nor make its customers accept specific rules. Everything that is done by this organization is the representation of the services that can be offered by a country of the Gulf region. The richness and quality of services have already impressed many people: more than 49 million people were carried, and about 2.5 million tons of cargo were transported in 2014-2015 (The Emirates group annual report, 2015).

Consumers know what to expect from the company and make their choice not because of their financial abilities but because of their personal preferences and the chances to compare the services of different companies and use the company that meets the expectations in the most appropriate way. The latest reports and online questionnaires help to comprehend that more than 30% of passengers prefer to use Emirates Airlines.

Thousands of training programs and tests have been offered to the employees of the company to prove the qualification of each person and the ability to work. As soon as the improvements take place, organizational change can be observed. Still, any change should be based on the criteria of the organizational culture and the abilities of the company’s employees to meet them properly. The realization of goals and dreams, the necessity to speak freely, and the possibility to use the available resources and materials is a chance for the company to prove the effectiveness and the appropriateness of the organizational change launched in 2012 (Emirates launches new global brand platform, 2012).

Organizational Culture of the Company

From the very beginning, the idea of domestic travel for Emirates Airlines was rather successful: the choice of quality services helped to become the best carrier in the region. Within a short period, Emirates was able to meet all the passengers’ needs and even impress them with the possibility to increase the standards of quality. There are many attempts to explain such success of the company, and the majority of the researchers believe that organizational culture can be one of its reasons.

Emirates is characterized by the multicultural environment. The leaders of the company making one of the most difficult things: they connect people from different parts of the world and unite their cultures and interests to introduce the traditions of the UAE in the most appropriate way. The employees of the company share a number of the same values. Such ability helps people work with each other with ease and support.

The company’s culture is closely connected with Islamic traditions and values. The employees define themselves as not only the airline organization but also a charity organization that helps indigent children improve the quality of life and see all the opportunities available. At the same time, the main goal and the essence of the organizational culture has always been and is quality but never quantity.

There are several ways used by the managers and leaders to overcome the challenges of changes in cultures and nations. First, a variety of cultures is defined as a possibility to make a workplace more productive and diverse for consumers. Second, employees know how to enhance the quality of their work and promote efficiency. Besides, their knowledge and experience develop a sense of pride and a kind of self-worth in the sphere of airline services that can be offered to people. The employees know how to use their cultural uniqueness and diversity and help other people enjoy the magnificence of the Arabic world and the peculiarities of the Gulf region. People of the company can be compared to the citizens of the country. Both these groups of people make something amazing: they have discovered the treasure in the sand and made it available to people around the whole globe.

In addition to the necessity to pay attention to the needs of the employees, the company succeeds in promoting global awareness among its passengers. The corporate culture is developed in the way its employees can cooperate with its consumers and share knowledge and personal values. Such an attitude to people makes the company unique and successful. In 2012, an attempt to launch a new global platform, “Hello Tomorrow”, was made. It was successful. The company proved that it was not enough for its people to “Discover the World”. It is more interesting and beneficial to say “Hello Tomorrow” and be sure that the human experience, connection, and values could never be forgotten nor be neglected.

Organizational Development Plan

Any organization is a group of people, who have to be trained properly and developed according to their needs and abilities. If the company takes care of its people, the organizational development approach should be considered (Senior & Swailes, 2010). In fact, organizational development is a term that has been defined by many researchers and experts. For example, Cummings and Worley (cited in Senior & Swailes, 2010, p. 316) explain organizational development as a process that takes place within a company to build the capacity, help employees, managers and leaders to understand their opportunities and weaknesses, and achieve greater effectiveness in work, communication, and training. French and Bell (cited in Senior & Swailes, 2010, p. 316) add to the idea of organizational development more about the importance of culture and collaboration between the leaders of the company because these people make decisions, take responsibility for the results, and get the benefits.

The organizational development plan of Emirates Airlines was offered in 2012. The company had to introduce some new ideas to prove that it was able to impress its consumers and provide them with new opportunities. “Hello, Tomorrow” was the plan to empower and engage consumers (Emirates launches a new global brand platform, 2012). The core organizational change was to prove that the company was ready to change its tagline from “Discover the World” to “Hello Tomorrow” with a minimum of losses and costs and a maximum of benefits and new opportunities.

“Hello, Tomorrow” is the strategy that introduces an improved corporate image with the help of which it becomes possible to prove the level of confidence of the company. Emirates has already identified a number of new frames for ideas and standards. Now, it is necessary to involve more people and explain their urgency in the project. The existing products and services can be improved and developed. “Hello, Tomorrow” is a chance to say that the already set boundaries can be expanded. People are interconnected in ways unfamiliar to themselves.

“Hello, Tomorrow” is an attempt to provide people with knowledge and awareness in the future. Regular consumers of Emirates Airlines have already got a chance to discover the world. It is not enough to transport people from one point to another. It is more exciting to deal with people’s dreams and hopes. Many people are in need of aspiration and motivation, and Emirates Airlines are ready to help them. The developers of the plan admit that Emirates makes an attempt to connect people and their cultures by means of the creation of relevant experiences that can shape the world standards (Emirates launches new global brand platform, 2012).

The peculiar feature of the offered organizational development plan is the possibility to use customers as the source of inspiration and the standards that can define the quality of the services offered. In 2012, the company planned to become the largest airline organization in the whole world till 2015 (Emirates launches a new global brand platform, 2012). The results show that the year 2015 is not as successful as the representatives of the company used to think. Still, it is already in the top list as one of the most successful government-owned companies.

Scope and Context of the Plan

An organizational change is any kind of significant change that can be done within an organization to add a new product, attract more customers, or re-organize services and the working process. Changes may be of different types: organization-wide or subsystem, transformational or incremental, remedial or developmental, unplanned or planned. Each type of change is a combination of several ideas and aims. As soon as the organizational supporters identify the type of change, they know what to expect and how to achieve the necessary goals.

One of the most evident types of change is defined by the level of recognition of the necessary improvements. If a change is planned, the company’s leaders are able to create a plan beforehand and think about the most appropriate methods of its accomplishing. If a change is unplanned, team members have to be ready to respond to it quickly and define the qualities that can help to overcome the challenges. The “Hello Tomorrow” change is a planned strategy with several clearly defined goals and the methods that are identified beforehand.

Remedial changes help to improve some poor conditions a company may suffer from. Developmental changes can take place in successful organizations to help its owners make them more successful. Through developmental changes are more general and contain a number of vague ideas, many companies prefer to use them to refresh working conditions and motivate employees. The organizational change of Emirates Airlines under analysis is of a development type because it helps to develop the already achieved issues and improve the conditions under which services are offered.

Changes also depend on the length and conditions that have to be developed and supported by employees. For example, there are transformational changes that can define the structure of the company and its traditions. Incremental changes are usually continuous and aim at improving various managerial processes. Very often, incremental changes cannot be observed by the employees and identified only when the changing process is over.

It is possible to admit that “Hello Tomorrow” is an incremental kind of change because no radical improvements are offered. Its developers work with an already given basis and expand the opportunities with the already defined time frames. There is no need to promote some radical changes or innovations. Emirates Airlines should understand what customers and employees may want to have but do not know how to ask everything properly. Emirates should try to implant travels in human minds and souls.

Finally, “Hello Tomorrow” has all the characteristics of an organization-wide change. It makes the employees and consumers enter a new stage of life and promote the idea of development as a chance to succeed. Subsystem changes mean a complete removal of old services and products and the addition of new things. In the case under consideration, the task of the change developers to understand the needs of people and explain how travel with Emirates Airlines can be useful to them.

The evaluation of the scope of the change proves that Emirates Airlines was planning to implement the change during several years. Its employees were ready for improvements, and its leaders knew how to explain the worth of the change.

The context of the change plays an important role as well. In this case, the context is connected with the necessity to justify the chosen approaches and methods and prove that the organization is successful and attractive to many people. Justification is used as a chance to understand what customers and employees want. Justification is also an opportunity to realize what has been already done with the company and what can be offered more. Finally, “Hello Tomorrow” may serve as a good example of how the activities of leaders and employees define the level of consumers’ satisfaction.

The OD Intervention

Emirates Airlines is one of the companies that have proved that it is possible and even not very difficult to change the world and demonstrate how unbelievable human opportunities can be. As soon as this company has changed the world, it is necessary to think about internal changes that are inevitable and necessary. The OD intervention has to be taken gradually not to promote the development of new challenges.

First, it is necessary to understand all internal and external factors. Then, it is possible to use SWOT analysis as a chance to comprehend which spheres are beneficial for the company, and which aspects create threats. The role of competitors has to be considered as well. The process for managing the change consists of several stages the identification of which can help to understand why Emirates Airlines accept the idea of change and what they expect to gain.

The OD process is defined by a number of political, economic, social, and technological aspects. The PEST analysis should be organized to understand the essence of the process of the intervention.


The company may be challenged because of the political misunderstandings and wars that take place between several countries at the moment. That is why the “Hello Tomorrow” initiative cannot be offered to the citizens of all countries.


The inability to control the financial costs and prices on fuel may create problems for the company. At the same time, the strong and stable market of the country is a good opportunity for the company.


Different nationalities and a number of tourists to the UAE help Emirates develop its business and involve more people in high-quality services.


Emirates provides its passengers with the latest best technologies. The company does not economize or avoid the novelties but focuses on the innovation as a chance to impress consumers.

This analysis shows that Emirates is a company with many opportunities. Its employees do not find it necessary to use some ideas and some options. The company’s OD intervention is based on the necessity to use the best ideas and say “Hello Tomorrow” in any country.

The OD intervention touches upon the analysis of strong and weak features of the company and its strategies. The leaders and employees should with the following:


A simple check-in system, powerful leadership, good decision-making strategies, online access, cultural diversity;


Too high prices on services do not let people with low incomes enjoy the quality of services and divide people into unethical social groups;


The development of new airline services and the possibility to become the leading international organization;


The changes in fuel prices, new international competitors with more capabilities to use the technological progress.

All these issues prove that the OD implementation has certain reasons and grounds, and Emirates Airlines use logical approaches to introduce the “Hello Tomorrow” strategy and help to implement the organizational change in a short period.

Actual and Planned Outcomes

Outcome orientation is one of the main aspects of the organizational culture. The employees of the company pay much attention to the results that want to achieve and have to achieve and compare the differences to understand what they could do and why they could not manage to cope with some tasks. In other words, outcomes cannot be neglected, and Emirates Airlines knows how to use them properly due to the developed culture in the company. Besides, the company is built in the way each member believes in the team effort. In spite of the fact that individuals are chosen precisely to work in the company, the leaders concentrate on the results of teamwork. The attention to the details is another important concept of the company. As soon as different details are considered, the employees are able to compete, promote changes, and define new goals.

The change from “Discover the World” to “Hello Tomorrow” had several expected outcomes (Emirates launches new global brand platform, 2012):

  • Its leaders wanted the company to be the major international transportation airline;
  • Employees have to get the necessary portion of motivation and enthusiasm to continue working on the necessary level;
  • Customers should understand that they have many great opportunities with Emirates Airlines;
  • Employees should realize that more new goals can be achieved, and they have enough grounds to introduce new ideas;
  • The spirit of a new brand should promote customer engagement in everything new and fresh;
  • People around the whole globe should gain more power to explore the world and live a full life using comfort offered by Emirates Airlines.

These planned outcomes prove that the chosen organizational development plan has been properly developed. Its developers, as well as all other stakeholders, understood that some changes could take place soon. At the same time, the majority of people realized that all these organizational changes are philosophical to help people get refreshed and stay motivated.

Talking about the actual outcomes, it is necessary to consider two aspects of the changes: the changes that took place in a company and the changes that influence the quality of services or the decisions of consumers to use or not to use Emirates Airlines.

The results that can be observed are as follows:

  • More countries in the world have learned and heard about Emirates Airlines;
  • People could compare the quality of services offered by Emirates Airlines and other companies;
  • People could learn that the company takes care of not only its passengers but many people around, who may need some help;
  • International airline companies have understood the worth of charity programs and the possibility to attract more consumers;
  • The sphere of advertising has gained the fact that powerful and meaningful words can become good methods to make the company known to people (there is no need to use too complicated phrases but take two simple words known almost everyone regardless his/her native language and give them a serious meaning);
  • Employees understand their role in human lives and get the necessary motivation to continue working in Emirates Airlines and improve their skills and maturity.

Advantages of the Change

Several powerful positive aspects of the organizational change is observed in Emirates Airlines in 2012. The advantages of the campaign can be discussed and observed considering a personal point of view.

Cultural Variety

The change that leads to the creation of a new slogan, “Hello Tomorrow”, demonstrates the abilities of one company to inspire many people in a short period. People get a chance to learn how it is possible not to afraid of their cultural preferences and use their traditions. Many nations turn out to be a serious barrier to communicating properly. Emirates Airlines states that it is possible to be different and be united by the same goal. Differences should not be the sources of disagreements or misunderstandings. It is a chance to learn from each other and share the experience that impresses.

Comfort and Travels

The desire to travel with comfort and forget about the challenges of transportation is probably the main advantage of the change under consideration. In spite of the fact that Emirates Airline has already introduced itself as a quality airline carrier, the change under discussion serves as a good proof that the latest achievements of the company are great. “Hello, Tomorrow” is not only a guarantee of a safe future. It is a phrase that people can talk and being sure they can hardly regret about what they are saying. The quality of comfort offered by Emirates Airlines can be hardly compared with other airline companies.

Promotion of Communication

One of the points that explained in the “Hello Tomorrow” advertising program is a chance to promote communication between people of different ages, gender, and race. Communication should not be based on differentiation. Communication is something that can be improved with the services offered by Emirates Airlines. Communication is another powerful advantage of the change provided by the company. This change is not only about communication between the company and its consumers or between the passengers. This change improves the communication between the employees, workers and their managers, managers and their leaders, etc. “Hello, Tomorrow” is a chance to say something directly to a person.

Support and Understanding

The possibility to provide employees and customers with support and understanding is one more advantage that has to be discussed. In addition to a number of financial and organizational improvements, the emotional impact on people plays an important role. People do not want to hurry up and make fast decisions searching for high-quality services. They need peace and satisfaction before and during their travels. The change helps to create appropriate traveling and working conditions, employees and customers are interested in.

New Abilities for Employees

The necessity to analyze the effects of the change on the customers and the level of quality of services make people work harder and more intensively. Employees want to know that their customers are satisfied with the services. They try to communicate with people from different countries using different languages. Such a necessity to correspond with customers’ expectations makes employees learn more languages (at least some general phrases), understand the traditions, and behave in an appropriate way.

Disadvantages of the Change

People should realize that even the most perfect achievement and action can be criticized and defined as weak or poorly evaluated. The same happens to the organizational change of the company. Several disadvantages can be found in the change.

Doubtful Explanation of the Change’s Effects

One of the most unpredictable aspects of organizational change is the possibility to identify the already mentioned positive aspect of the change into the weakness of the same project. That is why it is possible to explain the philosophical approach and emotional support of the change that can be offered to consumers and employees weak and unstable. There is no evidence that the change works. People are inspired and work better. Customers learn more about the company. Still, all these achievements can be explained by a successful advertising campaign and personal desire to succeed in work. In other words, it is hard to prove that the change influences the improvements that happen to the company and its stakeholders.

Abstraction of the Change

At the same time, “Hello Tomorrow” is the strategy that helps to explain to people the unlimited possibilities that are available in the future. The concept of “tomorrow” may be a time or a place. It may also be a state of mind. Still, it can hardly be a proof, something that is material. There are many people, who rely on the facts only. “Hello, Tomorrow” is weak at giving the necessary portion of facts. It is a kind of abstraction that catches the minds of many people at once.

Skepticism of People

Finally, the change contains the possibility to promote some improvements in the future. Still, the developers fail to give clear instructions and explanations. People know that the offered organizational change is interesting. Still, they cannot understand what they may benefit with time or what they can with hope. There are many skeptics in the world, and Emirates Airlines should understand that people need clarity and information.

In general, the evaluation of positive and negative aspects of the change in the company shows that the idea is advantageous indeed. Though it is possible to find some negative issues and believe that the change is not as successful as it has to be, the number and quality of advantages are high than the number of disadvantages. It means that the decision to promote the organizational change in 2012 is justified and beneficial for the company.

Effects of and on Customers

The role of consumers remains to be crucial in the company because it is quality- and customer-oriented. Emirates Airlines respect their customers and make sure the customer care is available for everyone in need. From the very beginning of its existence, the company does not divide its customers according to their nationality. That is why national diversity among consumers may be also regarded as a source of inspiration. Customers become helpful even without noticing it. People choose Emirates as their carrier and add something new to the travel and the way it can be organized. With time, the employees use the experiences shared by the customers and implement them in the corporate culture. This mechanism is easy, and Emirates Airlines likes to use it from time to time.

Much time is also paid to the analysis of customers, their preferences, and the reasons for travel. Some people use Emirates as a chance to enjoy the quality during a flight. Some people have no other options but use the services of Emirates. And some people are eager to try something new in traveling. It is possible to open new boundaries of flights with Emirates Airlines.

Besides, the fact of the organizational development proves that the employees of the company are interested in what they have to do using their customers. They like to investigate this field and improve the services they can offer.

At the same time, it is possible to underline the fact that the demands of customers have been changed considerably as soon as they got to know what they could have with the company. Today, people know what to expect and set high demands. Such attitudes of customers influence the way of how competition between international airline companies could be developed. Emirates choose the position not only to provide customers with services that can be offered in the airline industry. The company wants to believe that it helps people to have and develop dreams and inspire them to greet tomorrow’s potential that becomes unlimited with Emirates.

Burke (2013) admits that any company should use its energy in a variety of forms to survive: introduce different products, add value to the customers, or develop new services. Emirates investigates their opportunities and compare them with the demands of their potential consumers.

One of the latest achievements of the company is the presence of showers on board. Long-distance flights become more comfortable with Emirates. The connection between cities and continents becomes possible with comfortable aircraft, and the connection of people takes place because of the attention paid to the consumers. In addition to the possibility of connectivity, the company adds a variety of comfort and quality. The result is impressive indeed: people are ready to spend their money on high-quality flights.

Impact on the Service Quality

The quality of services offered to the customers by Emirates Airlines has been changed considerably during the last several years. People understand that this industry can be improved in a variety of ways. It is not enough to introduce powerful aircraft and high technologies on board. It is necessary to focus on the emotional well-being of passengers and personal satisfaction with the services available. In fact, there are three ways of how the change increased the service quality of Emirates.

First, the organizational change under consideration reminds its managers and employees about the necessity to respect the values set by the company. Emirates wants to play a significant role and stay a significant figure in the international aviation industry. It has to set high standards and become the best example of how one single company can dictate the rules of serving people to many other companies around the whole world. That is why the chosen business has to be developed properly considering the international and regional standards, and the latest change is an attempt to demonstrate how it is necessary to follow the values and goals defined.

Second, Emirates is a multinational organization, and many ethnic groups follow their own rules and preferences. “Hello, Tomorrow” is a chance to say that the company remembers about the diversity of its people and knows how to inspire and motivate them properly. The company accepts the change and shows how a new slogan with a new meaning can define the quality of work and services offered. Though the change does not contain evident activities, it aims at inspiring people and providing them with opportunities. Such motivation influences the quality considerably.

Third, the change is based on the development of international relations. It means that the company is ready to build good and trustful relations with many companies across the globe. The fact that the company is ready to cooperate with other companies and offer its services to the cities of different continents proves a high level of mastery to identify the needs of people with different cultural backgrounds and demands.

In fact, the organizational change of 2012 helps the company to remind about itself and provide consumers with more reasons to choose it among the rest. In addition to a high quality of services, international relations, and customer-oriented approaches, the leaders of the company find how to motivate its employees and make them understand that they did the right choice when they joined the team.

Different Approaches and Future Suggestions

Taking into consideration the analysis of the change, its effects, and outcomes, planned and unexpected, it is possible to offer a different development of the events and give several future suggestions on how to improve the services and working environment in the company. The opportunities connected with the external and internal environments of the company help to realize their capabilities, competitive advantages, and the abilities to define the international aviation market. However, the presence of some economic and political challenges can deprive the company of doing everything the employees and managers want. Still, to overcome the challenges and make use of changes is a good goal to be achieved by the company.

Emirates Airlines succeeds in motivating and inspiriting its workers and attracting the attention of new customers. At the same time, the company sets several new goals that are closely connected with the values and missions identified by the company. However, it is also suggested to clarify each point of the change and provide people with the necessary amount of information on what goals and outcomes were expected from the change and what goals and outcomes have been actually achieved. Such information should help several groups of people. On the one hand, the company and its leaders can be aware of the effectiveness of the methods used. They can understand if they make correct decisions and what steps they can take to achieve better results.

On the other hand, the company and its employees can evaluate their quality of work and the ability to predict the expectations of their managers. Sometimes, the identification of the task does not contain the description of the goals that should be achieved. Managers try to provide people with unlimited opportunities, and employees should demonstrate their readiness and professionalism to meet the expectations of their leaders. That is why the necessity of the analysis of goals and outcomes should be an effective suggestion to the company on how to implement the change in a different way or, at least, try to improve the idea.

In addition to the suggestion, a recommendation for the future can be given. There are no doubts that the change has already defined and influenced the quality of services and company-customer relations. People have already known a lot about the company and its uniqueness. Still, people should also have some guarantees concerning their choices and preferences. In other words, people need more evidence that their flights are safe, their money is justified, and their time is spent with worth. For example, the passengers can gather balls using the services of the company. As soon as some points are achieved, passengers can get a reward and get access to a new opportunity. In the end, a customer, who has more points, can get an opportunity to say “Hello Tomorrow”, discover the world, and enjoy the quality of Emirates Airlines in a variety of ways. People like surprises. The surprises of such high-quality, customer-oriented company are always pleasant and beneficial.

There is also a list of brief recommendations that can be offered to the company to pay attention to in the future:

  • Competitions between employees to identify the brightest idea for the company. Such activity should unite and motivate employees and find out the concepts that can be developed by the company;
  • Direct communication with customers online. In addition to the possibility to send online requests, book tickets, and communicate in charts, Emirates Airlines’ consumers should have an opportunity to talk directly to the representative of the company via Skype, for example. Sometimes, people need more than just a quick reservation, and Emirates should think about customers’ possibilities.
  • More entertaining to passengers. It may happen that people want to spend their free time with the company, but they do not have enough sources to rely on. The company can develop a line of entertaining services: a small library online or special journal that describes the latest events in the company and the whole world.


In general, the organizational development of Emirates Airlines and its latest change prove that the company does not stand still and is ready to get improved all the time. The employees and managers of the company understand that consumers may need some fresh ideas and suggestions. The idea to change the slogan, provide the stakeholders with a new hope, and connect people with their dreams and aspirations is amazing indeed. It does not take much costs or time. Still, its outcomes and impact on the company and everyone involved in it are impressive.

“Hello, Tomorrow” is a kind of philosophical change that motivates employees, attract customers, and help the leaders to benefit from the outcomes achieved. Sometimes, the emotional recharge is the best solution for the situations when everything goes not in the way it is expected. During the last decade, Emirates Airlines remains to be one of the best and well-known airline companies in the whole world. Its services and attention to customers impress many international companies. The standards and opportunities offered by the company seem to be advantageous and reasonable to people who talk about Emirates Airlines and cherish the dream to become its passenger.


About Emirates. 2015. Web.

Avril, E. & Zumello, C. (2013). New technology, organizational change and governance. New York, NY: Palgrave Macmillan.

Burke, W.W. (2013). Organizational change: Theory and practice. Thousand Oaks, CA: SAGE Publications.

Emirates launches new global brand platform – “Hello Tomorrow”. (2012). Emirates. Web.

Eriksson, U., Mullern, T., & Styhre, A. (2011). Organizational theory: A practice based approach. New York, NY: Oxford University Press.

History’. 2015. Emirates. Web.

Senior, B. & Swailes, S. (2010). Organizational change. New York, NY: Pearson Education.

The Emirates group annual report 2014-2015: Keeping a steady compass. 2015. Web.

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BusinessEssay. (2022, December 9). Emirates Airlines’ Organizational Structure & Development Plan. Retrieved from https://business-essay.com/emirates-airlines-organizational-development-plan/


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"Emirates Airlines’ Organizational Structure & Development Plan." BusinessEssay, 9 Dec. 2022, business-essay.com/emirates-airlines-organizational-development-plan/.


BusinessEssay. (2022) 'Emirates Airlines’ Organizational Structure & Development Plan'. 9 December.


BusinessEssay. 2022. "Emirates Airlines’ Organizational Structure & Development Plan." December 9, 2022. https://business-essay.com/emirates-airlines-organizational-development-plan/.

1. BusinessEssay. "Emirates Airlines’ Organizational Structure & Development Plan." December 9, 2022. https://business-essay.com/emirates-airlines-organizational-development-plan/.


BusinessEssay. "Emirates Airlines’ Organizational Structure & Development Plan." December 9, 2022. https://business-essay.com/emirates-airlines-organizational-development-plan/.