Emirates is enhancing its service on Indian routes
with the launch of its ‘Journey Through India’ campaign.
Focussing on three crucial elements – inflight
food and beverage; inflight product; and cabin crew management –
the programme seeks to ensure the airline exceeds the expectations
of its Indian passengers through regionalisation of the product on
Initiatives under the ‘Journey Through
India’ campaign are featuring on Emirates flights to Ahmedabad,
Bangalore, Calicut, Chennai, Delhi, Hyderabad, Kochi, Kolkata,
Mumbai, and Thiruvananthapuram.
The menu on all routes and
in all classes has been created to meet the regional preferences
of Indian travellers. In addition it has been strengthened with a
greater presence of Indian dishes, especially vegetarian options,
while western dishes continue to be offered to cater to the global
tastes of travellers.
In all classes, route specific mini
savouries prior to meal service and after meal Indian digestives
have been introduced. Advancements in the First and Business class
menu include a choice of three hors d’oeuvres including Indian
options. In Economy class a bar service has been introduced prior
to the meal, which in itself has been boosted with a choice of two
Indian and one Western dish. All passengers are served a welcome
Inflight entertainment has also been regionalised
and now offers route specific boarding music and reading material.
Emirates’ ice (Information,
Communication and Entertainment) system that offers over 600
channels of entertainment is now offered on more Indian routes
than previously. Although flying times to/from India are short,
flights with or without ‘ice’ now boast an enhanced selection of programmes and music in varied Indian languages.
crew are an integral part of the Emirates’ experience and the
Dubai-based airline has embarked on a massive internal
communications programme to improve its crew’s awareness of
‘Destination India’. Over 10,000 of Emirates multi-cultural crew
are improving their knowledge of India through route-specific
booklets, online training courses and briefings prior to each
Crew have also received a specially-produced DVD
titled ‘Journey through India’ containing an introduction to the
country, its diverse customs, and guidelines for interaction with
passengers from different Indian states.
Emirates’ Divisional Senior Vice President, Service Delivery,
said, “India is a diverse and large country that boasts several
languages, customs, and cuisines. As we expand our services to and
from India, it is equally important that we enhance the quality of
our service by adapting it to regional preferences. Initiatives
under the ‘Journey Through India’ programme will help sensitise
our crew members to cultural differences and enable them to better
serve the needs of our varied Indian customers.”
second phase of the programme, regional language enabled crew will
operate the flights.
Emirates operates 163 flights per
week to 10 Indian cities.
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