“We’ve transformed DXB into a destination in itself”

Dubai Airports’ Michelle Lee talks about crafting smiles and crisis management at the world's busiest airport

Campaign Middle East spoke to Vice President of Brand & Communications Michelle Lee about the secret behind the huge success of Dubai International (DXB) as a brand.

“Our success isn’t a secret formula; it’s a passion for exceeding expectations which is achieved through the dedication of our people.

“We’re certainly proud to be the world’s busiest airport, but our true measure of success is the smile on our guests’ faces which we are all very passionate about at Dubai Airports.”

Crafting smiles

DXB takes a very customer-centric approach, centered around “crafting smiles” which Lee says is woven in its external and internal brand communications strategy and at the heart of everything it does across all parts of the business.

“We’ve infused our brand communications with the spirit of Dubai itself – dynamic, diverse, energetic and forward-thinking.

“We ensure that every message, every interaction, reflects our core values of hospitality and innovation. We want every guest to feel special”

DXB the destination

“We’ve transformed DXB into a destination in itself – with incredible shopping, dining, and entertainment options.

“It’s this unique blend of ambition, innovation, and the allure of Dubai that makes DXB an iconic global brand”

  The conversation moved onto crisis management, touching on both airlines and airports.

As you’d expect Dubai Airports understands that an effective and robust crisis communications plan is crucial to protecting our brand and maintaining trust  guests and stakeholders.

“But there’s more to it than just having a plan. We believe in building trust with our guests and stakeholders through transparent , honest, proactive and regular communications, even when the news isn’t easy to share.”

Demonstrating empathy, compassion and authenticity is important in building trust amongst stakeholders in difficult times, said Lee.

“For us, a crisis isn’t just a setback – it’s an opportunity to demonstrate our resilience and commitment to our guests.

“By effectively managing these challenges, we emerge stronger and more trusted, which is our ultimate goal.”