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 is about Experience unparalleled luxury and service in the skies. Their concept "Fly Better" drives their 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 every message they craft in the Travel & Hospitality sector.
What language style does Emirates use?
Emirates uses aspirational language with literal messaging. Their sentences are typically imperative in structure, using the imperative tense.