Emirates Group reports stronger customer loyalty as digital bookings and app usage rise
Customer satisfaction, repeat digital bookings and app usage increased during 2025-26 as the group expanded its use of artificial intelligence and automation
Dubai: The Emirates Group recorded continued growth in customer loyalty and digital engagement during the 2025-26 financial year, with more than 87 per cent of customers considering the airline rating its services as "best in class", according to its latest annual report.
The group said its "Brand Love" score rose to 66 per cent, an increase of 1.8 percentage points, reflecting a stronger emotional connection between customers and the Emirates brand.
The report also showed that the group's customer base grew by 14 per cent during the financial year, while customer lifetime value increased by 10 per cent, which Emirates attributed to higher levels of engagement throughout the customer journey.
Digital channels continued to play a growing role in customer interactions. The number of customers booking through Emirates' website and mobile app increased by 4 per cent, while repeat bookings through digital platforms rose by 10 per cent.
Customer satisfaction increased by two percentage points to 77 per cent, while the number of unique users of Emirates' mobile applications grew by 18 per cent. Satisfaction with the flight booking process rose by seven percentage points, and the airline reported that ease of booking reached 92 per cent.
The improvements came as Emirates accelerated its digital transformation programme, expanding the use of artificial intelligence, data science and automation to enhance customer experiences and improve operational efficiency.
At Dubai International Airport, Emirates uses an AI-powered model to forecast passenger lounge demand up to three days in advance. The system analyses factors including location, travel class and service times, enabling more accurate decisions on catering and staffing.
The airline also uses an AI-driven system to predict meal demand across more than 300 flights, based on passenger profiles, route characteristics and historical preferences. According to the report, the system has helped achieve a 99.1 per cent availability rate for passengers' first meal choice.
At airports, check-in staff use a generative AI assistant known as "Ask Emi", providing instant access to travel procedures and regulations to support customer service, compliance and faster transaction processing.
On board, more than 25,000 cabin crew members use devices and applications under the "One Device" programme, giving them access to information and tools designed to deliver more personalised customer experiences.
The group has also enhanced its cabin crew performance analytics system to support targeted training and improve service standards.
As part of its efforts to improve customer communications, Emirates introduced WhatsApp support for Gold-tier Skywards members and automated refund processes for flight changes or cancellations initiated by the airline, aiming to speed up reimbursements and simplify the customer experience.