Customers/Client, Target Market

Demographic

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The target market for Emirates Airlines is mostly made up of business related personnel and corporate, as they have more extra money on them which makes them more likely to spend on traveling in comfort when they go overseas for business. 

While corporate frequently send their staffs and personnel overseas to meet clients and for meetings, they are the optimal target market for Emirates Airlines since they can provide their staffs with quality services while they travel. 

As compared to other types of customers such as families, couple and average income people they are less willing to spend more money on travel comfort as the money spent can be used on other things such as accommodation and expenses. Since every flight ranges from a few hours to ten over hours, people would rather take budget airline flights instead since they would only have to sit in the plane for a short while and spending on premium pricing just for a few hours of comfort is not worth it for them. 

Business related flyer would average ageing around 30-50+, while the other groups of people in this age range such as Generation Y are in need of comfort when they travel as they are older and they need more care and attention. While young adults and families that wants to travel will opt for Budget Airlines which provides the purpose of transporting you from one destination to another, which is very straight forward and cheap removing the extra services such as Wi-Fi, leg room, meals and entertainments overall making it a cheaper alternative if you just want to travel with low cost.

Hence, Generation X and Generation Y makes up a large percentage of the customers for Emirates Airlines since they can and are more willing to spend extra on services such as Wi-Fi, leg room, meals and entertainments just so they can travel more comfortably.

 Psychographic

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Most of the customers who flies with Emirates Airlines are people from the working class, middle class and the upper class. Since most of them will most likely have money to spare on paying for premium pricing for the extra services such as Wi-Fi, leg room, meals and entertainments. 

Working class customers will have to fly regularly to meet clients and go on business trips so flying in comfort is a must for them and is not unusual. While middle class and upper class customers are mostly people who are from generation X and Y they would likely to be travelling after their retirements or travelling on holidays, and since they are older and desire comfort they will be more willing to pay premium pricing to fly in comfort. 

Emirates is considered a commercial flight and it boasts to have the best prices for their seats, hence when people from Generation X and Y chooses to fly with premium pricing they would obviously go for the one which is cheapest yet offers good services. Which is why they will opt for Emirates instead of other commercial flights.