Dubai International is the fourth busiest airport worldwide for international passenger and cargo traffic as reported by Airports Council International. It is home to over 150 airlines serving some 220 destinations on six continents providing consumers with unparalleled network reach and choice. Despite the size of the operation and rapid traffic growth, service remains a high priority. In 2011, Dubai Airports delivered a number of service innovations.

Dubai Airports brought on board bilingual ‘virtual assistants’ to communicate important travel information to the 50 million plus passengers that pass through the airport each year. The state-of-the-art digital signage solutions use the very latest technology to create the illusion of a real person, conveying helpful security and brand messages.

Dubai Airports unveiled a mobile application for Apple and Android devices. Called myDXB, the application provides information on flights and gate numbers as well as way-finding to locate customer-facing services across the three terminals of Dubai International.

Dubai International became the first airport in the region to introduce ‘snoozecubes’, state-of-the-art modular sleeping pods that offer travellers comfort, privacy, entertainment and connectivity.

Dubai Airports launched the world’s first prepaid MasterCard card aimed primarily at airport clientele. Operated on the MasterCard network, the DXB Connect card offers passengers travelling through Dubai International a convenient and safe method to make airport purchases in local currency (AED) as well as providing exclusive discounts.

In addition to these innovations Dubai Airports launched the world’s largest airport service measurement project. The project intricately measures passenger contact points, processing times which in turn will provide data to operational managers and improve staffing/resource levels to meet customer service standards.

The airport also led the creation of Service Level Agreements with key stakeholders including Dubai Police, ground service provider dnata and Dubai’s Roads & Transport Authority which supports the provision of seamless service at the hub.

Finally, the airport grew its famous ‘May I Help You’ service. The new, expanded team comprised of over 250 staff whose job is to help ensure customers can pass through the airport as quickly as possible.