And yet they are cutting back costs on services and have hired cheap third party concierge service providers who are not as good as Emirates original staff used to be and are very discriminatory with passengers coming from certain regions. My uncle was denied a wheel chair when his flight landed in Dubai because apparently 78 years old forgot to register "special request" online at the time of check-in. Their reason, Dubai International Airport, a world class facility, ran out of wheel chairs! I have heard/read similar stories about how Emirates is loosing its grip when it comes to services (especially inside the economy class)

Why I posted this rant here? Because I don't agree it is justifiable enough for a business to hide its short-comings behind an expensive PR campaign.