By Sam Bridge
Emirates inks memorandum of understanding with Trip.com Group, a one-stop travel service provider based in China
Emirates on Wednesday announced that it has signed a memorandum of understanding (MoU) with Trip.com Group, a one-stop travel service provider based in China.
The agreement was signed in Shanghai by executives of both companies, allowing the airline to expand its reach in the Chinese market.
The mutual cooperation includes joint marketing promotions and other marketing initiatives to boost Emirates' sales via Trip.com Group's online platforms.
In the future, collaborations aimed at providing customized products to suit members of both loyalty programmes will be explored and the partnership will potentially pave the way for joint initiatives on technical aspects, big data analysis and marketing strategy development, a statement said.
According to the agreement, Emirates will further explore the market's potential by leveraging the strong and extensive user network of Trip.com Group, and plans to expand customer reach and penetration in the market through exclusive fares and tailor-made products for the customer base of Trip.com Group.
In the next phase, Trip.com Group and Emirates said they will explore joint initiatives to provide members of their loyalty programs with customized and exclusive offers.
Orhan Abbas, senior vice president - Commercial Operations, Far East at Emirates said: "China is a very important market for Emirates and we are pleased to establish a strategic partnership with Trip.com Group to help us deliver on our growth strategy.
"This is an exciting time for Emirates as we enter into a new phase in our operations in China, having enjoyed 15 successful years of serving mainland China. We aim to build on our achievements over the years and embark on a robust strategy aimed at boosting sales further.
"We plan to enter a new growth trajectory and, in Trip.com Group, we have found the right strategic partner to collaborate with and achieve our goals."
Tan Yudong, VP of Trip.com Group and COO of Trip.com Group Flight Business Group, added: "The partnership with Emirates will enable users of the platform to have more choice with access to more airline options when booking international travel, more destinations to choose from, and flight options that provide seamless connectivity for their travel plans."
Emirates was the first airline to establish non-stop connectivity between the Middle East and mainland China in 2004.
Today, Emirates operates 35 flights a week to mainland China, with twice daily services to both Beijing and Shanghai, and daily services to Guangzhou.