Dubai International (DXB), the world busiest airport for international passenger, has seen an annual average growth rate of more than 13% with 2018 traffic surpassing 89.1 million. Last December it achieved a milestone when it welcomed its billionth customer.
The airport’s good connectivity to more than 240 destinations across six continents on 100+ airlines, and its state-of-the-art facitilies have contributed to the encouraging increase in yearly passenger traffic.
Now Dubai Airports, which owns and manages DXB, wants to enhance the airport’s facilities and elevate the customer experience to entice travellers to stay longer in the Emirate, as well as convert connecting passengers into repeat visitors through a rebranding exercise.
The airport operator unveiled a new brand for the airport on February 13, which it hopes will turn DXB into “a destination in itself” through the creation of immersive virtual experiences that bring Dubai landmarks with music, art, dance and fashion shows to the airport.
There will be zones throughout the airport’s concourses for retail, F&B and themed attractions to cater to DXB’s diverse customer base. Additionally, there will be a family zone, a downtown Dubai themed zone, and an Arabian corridor that will include locally inspired cuisine from Emirati startups.
DXB’s rebranding exercise also signifies Dubai Airport’s transition to a “consumer-led company” from an airport operator.
“Aviation, tourism and travel have been fundamental in Dubai’s growth story and we believe this investment will yield further dividends by encouraging repeat traffic and enticing connecting passengers to visit Dubai,” said Sheikh Ahmed bin Saeed, chairman of Dubai Airports, at the launch.
“We are making a clear statement that will ensure DXB continues to be one of the world’s most innovative and forward-thinking airports for years to come.”
Paul Griffiths, Dubai Airports’ chief executive, commented the new brand reflects “the fresh direction and truly transform DXB into the airport of the future, one that is led by a more customer-centric approach.”
It also “represents the ways in which we connect the world, not only by physically facilitating access to over 220 destinations around the world, but by transporting our customers through their experience of different cultures, food, music and art,” he added.
The airport’s new visual identity indicates this direction – the shape of two arrows meeting to form a three-dimensional ‘X’ in DXB representing the ‘space in between’ landing and take-off, and the experiences waiting for the travellers.
• Watch the video of DXB’s new brand
WiT Middle East 2019 returns to Dubai on April 9. Register here and enjoy early bird rates until February 28.
• All images and video credit: Dubai Airports
