In case you were wondering,
at age 84 Maurice Flanagan can still be found at work in his office,
just as he has always been since the airline went into business
more than 25 years ago.
Today we find him atop the Emirates
Airline headquarters building at Dubai International Airport.
Sir Maurice (he was knighted by Queen
Elizabeth II in Abu Dhabi three years ago) was present at the creation
of Emirates Airline and is quite responsible for launching the global
air giant in 1985—and with just two leased planes.
In 2012 he remains at the helm as
Emirates' executive vice chairman, having recently tackled an old
soccer injury that led to the rebuilding of his right knee.
Flanagan, a native of the U.K. and
a graduate of Liverpool University, served in the Royal Air Force
in 1951 with some dreams of a career as an international soccer
player, until he stepped in a pothole at an air force base on Prince
Edward Island and badly damaged his knee.
Having finally addressed his old sports
injury four square, he remains on the mend with his right leg in
a brace, moving about via a mobile support device.
Ever proud, he dismisses his ordeal,
simply saying:
“It’s embarrassing.”
Maurice Flanagan is remarkable for
many reasons, including the fact that age and a knee problem have
taken nothing of his determination, drive and quick mind, as he
surveys the global airline industry in general and Emirates’
future in particular.
He has put his stamp on an air carrier
that is the match and promise of the dynamic city it serves, moving
towards a tomorrow that seems limitless.
Building an empire of the air whilst
flying from an airport in a small country is nothing new.
From KLM, British Imperial Airways,
Pan Am, and others that started right after Lindbergh flew the Atlantic
and changed everything in 1927, great airlines have grown from Amsterdam
to Singapore.
But none of them had the daring and
the plan of Emirates and the incredible geographic positioning at
a true crossroads of the world: the United Arab Emirates.
Maurice Flanagan does not blink when
asked if Emirates is out to become the top airline in the world.
“Absolutely,” he says
with no hesitation.
“We are already there in many
categories.”
Maybe even more remarkable is that
while other airline builders were in decline or had even seen their
life’s work diminished as they reached their senior years,
here is an airline builder octogenarian realizing his dream of growing
a great world airline, which in 2012 continues to sprout routes
all over the world, adding more than a dozen new destinations this
year alone including three new, daily, nonstop cities in the USA
alone.
“I think every once in a while
that maybe I’ll back up a bit,” Maurice says.
“But the Prince says he needs
me,” so the saga continues.
It is also worth mentioning that the
senior management team at EK (many recruited by Mr. Flanagan), including
Emirates President Tim Clark, a veteran of British Caledonian, who
Maurice regards as "the best planner in the business by miles,"
remains in place despite the ups and downs of an ever turbulent
airline business.
But Maurice Flanagan admits that so
far, 2012 has been a big challenge driven by fuel prices and softness
in premium travel.
“We are suffering because of
the cost of fuel and also the state of the world economy.
“Last year we made quite bit
of money and paid our employees a bonus.
“This year when we report in
a few weeks I’m afraid that, while still profitable, there
will be no bonus.
Last look. Woman in Dubai snaps a picture of Emirates
venerable 'Keep Discovering' branding campaign. Next month
EK rolls out 'Hello Tomorrow'—the new theme for the
carrier.
Just this week, Mr. Flanagan
was once again back in the news announcing the new Emirates
branding campaign that will go worldwide after the carrier
releases its annual report early next month.
The campaign is being rolled
out in stages—first to employees and then everywhere
else, and is titled ”Hello Tomorrow.”
Mr. Flanagan noted that the
Emirates’ ‘Keep Discovering’ campaign, "Helped
us spread the brand image across the globe during the last
ten years.
“'Keep Discovering’
has fulfilled its objectives.
“By 2017, Emirates will
be the largest airline in the world.
“As our brand evolves,
so must our messaging, which is why we are launching a new
campaign that encompasses the way the world is connecting
now and in the future.
“The new global campaign
will focus on how Emirates is connecting people and cultures
and creating relevant and meaningful experiences that are
shaping the world," Maurice Flanagan told Gulf News.
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“We will continue
to expand our global presence and have ordered 100 A380s to do just
that, as well as Boeing B777s and also the yet to come A350s that
we chose over the Boeing B787.
“A very interesting aircraft
worth thinking about is the next version B777, which will combine
today’s jet with composites and other features of the B787;
among other attributes, it will make the B777 lighter and even more
fuel efficient.
“We expect to know more about
the next B777 during 2013.
“So we remain bullish and in
a growth mode.
“We expect things to calm down
and the business will come back as it always does.
“Our view is that forecasts
of the airline business doubling during the next 20 years are spot
on.
“To that end, Emirates is perfectly
positioned to be a major transportation resource, with Dubai and
its new airport capable of moving 170 million passengers annually
as our partner.
“But everyone has to play fair
and allow free access to markets.
“Right now we have a problem
with Canada and cannot access their markets properly.
“So while Dubai is open to anyone
to serve, Emirates continues to expand in the USA and also South
America but is thwarted by Air Canada, a financial basket case of
an airline supported by its partner, Lufthansa.
“We have flights to Toronto
and are siphoning off traffic from Vancouver with our new Seattle
flights that all make money, but there is little else in Canada.
“Everybody in Vancouver wants
us there, but Air Canada has us blocked.
“Interestingly, despite Lufthansa’s
actions elsewhere, we can fly anywhere in Germany and expect to
add Stuttgart and also Berlin soon.
“It’s very simple: we
provide good service and value for money anywhere we fly.
“Emirates makes money and city
politicians understand that we enhance local economies and build
business connections wherever we fly.
“For example, we now serve Buenos
Aires and have traffic rights between BA and Rio, creating new business
connections and lifting local economies all around as a result.
“It simply makes no sense at
all that protectionism in international air service continues anywhere
in the world in 2012.”
As we take our leave while walking
through the outer office and out into the main hallway, we cannot
imagine Emirates without Maurice Flanagan.
Without a doubt he will be here at
this airline as long as he wants to, preferring to conduct his life
well lived doing something he truly loves.
His legacy puts this unique, one-of-a-kind
gentleman at the top for anyone who has ever dreamed of building
a great, international airline.
While Maurice is quick to extoll the
praises of Emirates Chairman and CEO Sheik Ahmed bin Saeed Al Maktoum
as a visionary and extremely well qualified airline builder who
is without peer in modern aviation today, and lauds the rest of
the team at EK “as exceptional,” Mr. Flanagan’s
presence at Emirates Airline can no doubt be best exemplified by
the airline's success and the adamant feelings HH has regarding
Sir Maurice's influence.
We think the Prince is right.
Geoffrey/Flossie
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