UAE: How metaverse can help Emirates save costs, improve customer service

UAE: How metaverse can help Emirates save costs, improve customer service

As Emirates airline takes a leap into the metaverse, passengers can expect not only a more efficient, interactive service — but also better value for their time and money.

Adel Ahmed Al Redha, chief operating officer of Emirates, said the metaverse will transform entire processes, from operation and training to sales and overall customer experience. It allows the airline cut the "middleman".

"When I say doing away with the middleman, I'm talking about certain processes that are not necessary anymore but have just been there. I think the metaverse does provide us the opportunity to eliminate that," Al Redha said as he took the stage on the second day of the Dubai Metaverse Assembly.

Explaining how a direct communication channel to customers transforms services, he said: "If I look at our business today, we've seen an increase of close to 50 per cent of our online booking coming from customers directly...We are cutting out the middleman, and with this elimination, we bring in efficiencies, more capabilities. More importantly, we pass on these costs that we’ve saved to the end-users (customers) and give better value for their time. That’s where we're going with this technology.”

Emirates had earlier announced that it was planning to launch