The driving force behind Emirates’ “passenger magnet”

Geoffrey Thomas meets Tim Clark, the man behind the success of the giant aircraft.

There is no doubt that the driving force behind the giant A380 is Emirates chief Tim Clark, who is passionate about its abilities and its future.

“It is a passenger magnet — it’s as simple as that,” Mr Clark tells Travel.

“We operate five a day from Dubai to London’s Heathrow and they are 95 per cent full.”

Emirates was the first airline to announce its intention to order the A380, with an order for 12 in April 2000.

Since then the airline has reordered the giant jet eight times for a total of 140 planes.

It now wants more and is urging Airbus to fit the A380 with more efficient engines that have been developed over the last five years.

Mr Clark has worked with Airbus to develop a host of enhancements to the plane’s systems performance and interior.

Emirates’ A380 first and business-class on-board lounge. Picture: Supplied

Many in the industry attribute the plane’s success to Emirates.

However, some airlines are afraid of the giant, worrying that it is too big.

Nonsense, says Mr Clark.

“If airlines don’t believe they can fill an A380 then their business model is wrong,” he says.

“Some airlines are too conservative and have not put the right interiors into their A380s.

“Some interiors are a disgrace with their 70s thinking.

“We put all our premium seats on the upper deck and economy on the main deck but others have mixed them, which is inefficient.

“Our competitors laughed at us when we put showers and a lounge in the A380. But passengers love the showers and they just love the lounge.”

“If they can’t fill it there is something wrong with their marketing.”