Emirates Tone of Voice — Luxurious & Premium

Tagline: "Fly Better"

Industry: Travel

Sector: Travel & Hospitality

How Emirates Communicates

Emirates communicates with a luxurious, premium, aspirational and global voice using aspirational language. Their sentences are primarily imperatives in the imperative tense. Their messaging is literal. Their tagline, "Fly Better", captures this voice. The central tension in Emirates's communication is luxury vs. accessibility, which shapes every message they craft. Their mission is to fly people to places they want to go and deliver a service they want to experience.

Tone Words

Emirates's brand voice is defined by the following tone words: Luxurious, Premium, Aspirational, Global.

Communication Style

  • Language Style: Aspirational
  • Sentence Type: Imperative
  • Tense: Imperative
  • Expression: Literal

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 aspirational, typically using imperative-style sentences in the imperative 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 aspirational language, with literal messaging, in imperative-style sentences, using the imperative tense.

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