Giving Customers Value - Interview With Khaled El Rafie, GM, EgyptAir

EgyptAir is the first airline in Africa and the Middle East and the seventh in the world having been established on May 7, 1932. The carrier currently does Seventeen flights into three points in Nigeria, including Lagos, Abuja and Kano. Mr. Khaled El Rafie is the General Manager in Lagos. He spoke with Ewos IRORO on steps being taken by the company to give customers added value for money.

Could you please give a background information about yourself?

My name is Khaled El Rafie, I have been working for EgyptAir since 1992. I started as a ticketing and reservation officer and finally became the General Manager of EgyptAir Lagos. 

How long have you been in Nigeria now?

I have been in Nigeria for the last three years.

What has the experience been like for you?

Quite interesting! Nigeria is a huge market and there is a lot of competition. So for me it has allowed me to constantly work hard at ensuring we not only maintain our market share but even go a step further to increase it and we do this through a number of strategies.

How long has EgyptAir been flying into Nigeria?

EgyptAir has been flying into Nigeria for more than 50.

What can you tell us about EGYPTAIR?

EgyptAir is the world-renowned national airline of Egypt, based in the cosmopolitan city of Cairo. In more than 80 years, EgyptAir has experienced extraordinary growth, taken the lead to be the first airline in the Middle East and Africa and the seventh in the world to join IATA and become a treasured brand. In 2004, EgyptAir demonstrated the scale of its commitment to the highest standards of safety by being the first IOSA certified airline in the Middle East and Africa.

How many Aircraft do you have in EGYPTAIR fleet?

Currently, EgyptAir’s fleet comprises of 81 aircraft crisscrossing the world to more than 80 destinations carrying more than 9.1 million customers a year fulfilling the needs of both business and leisure travellers. On its newest long rang fleet, EgyptAir has provided customers with Full Flat Bed Seats in Business and personal screens in all classes. Moreover, EgyptAir customers can now enjoy using their personal mobile and WI-FI internet onboard.

What type of aircraft do you operate into Lagos and what are the special in flight features that passengers can look forward to when they fly on EgyptAir?

We use a B737-800 aircraft that is fully equipped with the latest technology and state-of-the-art facilities to make travel comfortable for our passengers. We have 24 Business Class seats on each of this aircraft which are wide and luxuriously fitted with ample legroom, personal IFE Channels, with laptop and telephone charging ports to allow premium passengers continue their businesses in-flight.

What arrangement do you have in place to encourage more people to visit Egypt?

EgyptAir works closely with the Egyptian Embassy to ensure a seamless visa procurement process. In line with our cooperation, we have been able to put in place a system whereby intending travellers to Egypt for holidays or other pleasurable reasons can secure a valid visa through our airline office. We conduct an initial screening process and profile the passenger to ascertain their travel intentions and assess their application in line with carefully laid out procedures and then forwards same with a recommendation to the embassy for final approval and issuance. 

These days, customers want to be in control of their travel plans in terms of booking and paying for their tickets. What are you doing in this regard?

Firstly, we have an interactive website where passengers can book their flights online. We have also partnered with our bankers, Zenith and UBA, whereby passengers can pay for their tickets online directly into our account and once we confirm the payment online, the ticket is issued and sent to the customer electronically in the comfort of their homes, offices or any smart phone, android or electronic device.

Nigerians generally don’t travel light. What is EgyptAir’s baggage policy?

EgyptAir is a listening airline. We know Nigerians don’t generally travel light and they require more baggage allowance. In response to this demand, we have a baggage policy that allows our passengers to carry up to forty six kilos (46kg) of luggage for the Economy Class Passengers; that is two pieces of luggage of 23kgs each, and Sixty four kilos (64kg) of luggage for the Business Class Passengers; that is two pieces of luggage of 32kgs each. This way, they can carry more in addition to our carry-on baggage allowance of 8kgs.

Transit rules and connection times are always a concern for passengers travelling beyond Egypt. Could you explain how you attend to transit passengers?

At EgyptAir, we know the customer is king. Hence we endeavour to make the travel experience and connections as easy as possible for our transit passengers. As a rule, we provide overnight hotel accommodation for those passengers whose connections are in excess of more than six hours. However, we have carefully developed our flight times across our entire network in such a manner that transit passengers to many destinations around the world do not have to wait very long for their connecting flights.

How is EgyptAir taking advantage of the cargo market and what type of aircraft do you operate for such services?

Over the years, we have been operating an Airbus 300-B4 Cargo aircraft into Lagos twice weekly. We have been studying the market and are looking to build on what we are currently doing. The challenge so far is that while there is a lot of cargo coming into Nigeria, there is usually not a commensurate amount of cargo being exported and that goes a long way to affect the dynamics of cargo business within the country. But, like I said, we are studying the market and I can assure you that in no distant time we would come up with a strategy to boost our cargo business in Nigeria. 

As the Ramadan period winds up leading up to the annual Hajj Pilgrimage to Mecca, what plans does EgyptAir have to take part in the process of airlifting pilgrims and are there any special promos, if any, for customers?

It is my pleasure to let you know that EgyptAir has partnered with the Nigerian government and we have been given approval to be one of the official airlines to help airlift Nigerians to Saudi Arabia for the 2014 Hajj. And as I speak, I can assure you that we are looking forward to the Hajj with excitement. With regards to promos, yes, we have a lot of promotional fares as part our support to Nigerians travelling for the Hajj which they can take advantage of. 

Are there any assurances you can give to those willing to visit Egypt in the face of the state of security in the country in recent times?

Security has improved a great deal since the beginning of the year. It has even improved significantly with the advent of the elections and establishment of a new democratically elected government that appeal to the Egyptians. We have had several group tours from tourists and visits from various high profile government officials from Nigeria and other countries. For instance, we had the first group this year on the 5th of January of twenty two (22) Nigerians from Golden Tulip hotel as part of the company’s incentive to its staff. We were able to put together a well packaged tour for them for a period of one week which allowed them to visit the pyramids and many of the historical sites in Cairo as well as the Museum and enjoy a boat cruise on the Nile River. Also, we recently played host to Captain Shehu Iyal, Advisor to the Nigerian President on Aviation, together with his team. So by and large I want people to know that Egypt is safe and I would like to encourage them to visit.    

Are there any new routes being launched that passengers can look forward to?

We recently launched services to N'Djamena, Chad and look forward to opening services to New Delhi, India in the coming months.

Are there on going plans to increase your flights out of Lagos?

Increased frequency is an ongoing thing and a function of the market dynamics. As the market continues to develop and the need arises we will add more frequencies. However, right now, EgyptAir has Seventeen frequencies out of Nigeria. They include five flights out of Lagos, another five flights out of Kano and daily flights out of Abuja.

What are your comments about the ongoing rehabilitation and expansion work at the airport?

The airport rehabilitation process is a welcome development. Passengers deserved the best of airport facilities and they need to know that their travel experience will not be marred by obsolete and rundown airport facilities. Furthermore it will help airlines because it means they can operate in a standard environment with efficient facilities that will go a long way in improving turnaround times and effective processing of passengers.

This year marks five years since EgyptAir joined the Star Alliance. What difference has it made to the airline’s overall success and how has it impacted your services to customers out of Nigeria?

EgyptAir is a Star Alliance member since July 2008. This enables EgyptAir’s customers to have access to 1329 destinations in 194 countries. Furthermore, it has helped to reduce connection times for transit passengers and gives them more choices.

How do you unwind and socialise outside the normal office routine?

I enjoy going to the club and meeting with and making new friends.