New airline launches in UAE

Emarat Link has launched a twice daily flight between central Dubai and Fujairah, and a Dubai-Abu Dhabi route will follow soon.

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By  David Ingham Published  June 10, 2002

The Middle East has a new airline. Emarat Link made its first official flight between Dubai and Fujairah on Saturday (June 8) and the new airline was formally unveiled to journalists today (June 10.)

Emarat Link currently flies twice daily between Dubai and Fujairah and intends to fly several times a day between Dubai and Abu Dhabi as soon as formal authorisation comes through. The service isn’t cheap at Dhs780 for a Dubai-Fujairah return ticket, but Thomas Bommer, Emarat Link general manager, says he’s researched the market and is confident that there is demand for his company’s high end service.

“While a limousine service costs around the same, our flights are quicker and more convenient,” argues Bommer, “and there is also the excitement of flying aboard our brand new Cessna Caravan seaplanes with spacious cabins and leather seats.”

Businesspeople and tour groups are Emarat Link’s target market and key selling points of the service are speed and convenience. In Dubai, the company’s Cessna Caravan seaplanes depart from the waters of the Creek in the centre of the city, yet land on terra firma in Fujairah International Airport.

Journey time is half an hour and travelers can check in literally five minutes before take-off. On arrival, passengers are taken to their final destination in a private car. The view from the planes, which fly at around five thousand feet, is also spectacular.

Over time, Bommer agrees that business travelers will sustain the Abu Dhabi-Dubai route, with traffic peaking in the mornings and evenings, and Fujeirah will most likely attract more leisure traffic. A number of all-in-one packages designed to attract leisure travelers will soon be announced in partnership with the Fujairah Hilton hotel.

Emarat Link is a partnership between an Abu Dhabi sponsor and Swiss investors. The airline aims to add more routes within the UAE and may even begin international flights to other Gulf countries.

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