Dubai based Emirates has announced that it will commence new non-stop daily services to Geneva in 2011. Effective June 1st, Emirates will operate B777-200LR aircraft on the sector. The new route will complement Emirates’ existing double daily service into the Swiss city of Zurich.
Geneva to Dubai is not currently served however, Qatar Airways does serve Geneva on a five-times weekly basis with A330 aircraft from Doha, Etihad Airways also operates a five-times weekly rotation from Abu Dhabi, whilst Turkish Airlines also serves it from Istanbul on a twelve-times weekly basis.
IATA BSP data shows that there are large traffic flows from the Middle East into Geneva with over 316,000 O+D passengers travelling in the period from September 2009 till September 2010. Etihad is the market leader with an 11% share, however the market is relatively diluted with Middle East Airlines having a 10% share operating a five-times weekly service from Beirut. El Al also serves Geneva on a thrice-weekly basis from Tel Aviv.
Over 131,000 of these passengers travelled with a connecting flight, illustrating the potential for new non-stop service from the Middle East. The O+D market from Dubai to Geneva is relatively small with just over 26,000 O+D passengers flying annually, however Emirates will be encouraged to operate the route by the levels of business class and first traffic that will be available on the route. Of the O+D market of 26,000, over 10,000 flew in business and first class.
Geneva is home to major pharmaceuticals such as Novartis as well as being a major financial centre. Consequently revenue will be driven by higher yielding business passengers allowing Emirates to stimulate the economy cabin with price sensitive fares aimed at the leisure and connecting traffic.
The route will also be attractive to passengers in Switzerland for onward traffic from Dubai meaning that they can avoid long back hauls via major European hubs such as London Heathrow and Paris Charles de Gaulle.
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