Emirates Tone of Voice — Luxurious & Premium
Tagline: "Fly Better"
Industry: Travel
Sector: Travel & Hospitality
How Emirates Communicates
Emirates makes flying sound like an upgrade to your life. "Fly Better" is a short, confident claim to the top of the sky — luxurious, aspirational, unabashedly grand. The voice is opulent and self-assured, selling the cabin as a destination.
Tone Words
Emirates's brand voice is defined by the following tone words: Luxurious, Premium, Aspirational, Global.
Communication Style
- Language Style: Opulent
- Sentence Type: Command
- Tense: Command
- Expression: Straightforward
Emirates Brand Story
Emirates is Dubai's flag carrier and one of the world's most recognized airlines. Since its founding in 1985 with just two aircraft, Emirates has grown into a global aviation giant with the world's largest fleet of Airbus A380s and Boeing 777s. Known for exceptional service, luxury cabins, and connecting Dubai to over 140 destinations, Emirates represents the ambition and excellence of the UAE.
Brand Message
Experience unparalleled luxury and service in the skies
Brand Mission
To fly people to places they want to go and deliver a service they want to experience
Brand Positioning
Core Concept: Fly Better
Central Tension: Luxury vs. Accessibility
Frequently Asked Questions About Emirates
What is Emirates's tone of voice?
Emirates uses a luxurious, premium, aspirational tone of voice. Their communication is opulent, typically using command-style sentences in the command tense. Their tagline "Fly Better" exemplifies this voice.
How does Emirates communicate with customers?
Emirates is Dubai's flag carrier and one of the world's most recognized airlines. Since its founding in 1985 with just two aircraft, Emirates has grown into a global aviation giant with the world's largest fleet of Airbus A380s and Boeing 777s. Known for exceptional service, luxury cabins, and connecting Dubai to over 140 destinations, Emirates represents the ambition and excellence of the UAE.
What is Emirates's brand message?
Emirates's core message: Experience unparalleled luxury and service in the skies Their mission: To fly people to places they want to go and deliver a service they want to experience
What is Emirates's slogan?
Emirates's slogan is "Fly Better". It carries their luxurious, premium, aspirational voice.
What is Emirates's mission?
Emirates's mission: To fly people to places they want to go and deliver a service they want to experience
What makes Emirates's brand voice unique?
Emirates stands out through their luxurious, premium, aspirational communication style. Their central brand tension, "Luxury vs. Accessibility", shapes how they communicate across the Travel & Hospitality sector.
What language style does Emirates use?
Emirates uses opulent language, with straightforward messaging, in command-style sentences, using the command tense.
More Travel & Hospitality brand voices
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- Expedia tone of voice
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- Hyatt tone of voice
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- Ryanair tone of voice
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Compare Emirates
- Emirates vs Etihad Airways tone of voice
- Emirates vs Qatar Airways tone of voice
- Emirates vs Expedia tone of voice
- Emirates vs Marriott International tone of voice
- Emirates vs Hilton tone of voice
- Emirates vs Hyatt tone of voice
- Emirates vs IHG Hotels & Resorts tone of voice
- Emirates vs Wyndham Hotels & Resorts tone of voice