flydubai adds business class, hybridising and growing closer as Emirates' short-haul regional unit

For all of its strengths, one market the global powerhouse Emirates does not facilitate well is intra-Gulf travel. It may have about half of the Dubai-Jeddah market, for example, but a passenger wanting to travel in the six hour period between 10:25 and 16:15 will be found wanting. Emirates concentrates capacity on routes conducive to its global network, so a 777-300ER departs Dubai at 01:55 and arrives in Jeddah at 03:40. Competitors offer higher frequency, partially facilitated by having narrowbody aircraft, which Emirates does not. But such flights on competitors can be a challenge for profitability.

The solution for Emirates' shareholders was the hybrid LCC flydubai. Run independently of Emirates, flydubai has numerous flights within an hour of Emirates. Yet flydubai has carved its own niche, not only serving routes Emirates does not (largely due to the latter's widebody-only fleet), but interlining with Emirates in a hybrid move that enhances both carriers' networks.

The ties with Emirates, and flydubai's overall hybridity, will be enhanced now that the carrier will add to its previous all-economy configuration a business class - with warm meals and soon a lounge. No doubt there is demand for a premium product in thin but high value routes, as well as those fed from Emirates.