Adam Li, who became vice president for Emirates China nearly two years ago, is a longtime Beijing resident who says he is finding plenty of space for growth personally as well as for his company. Attention to detail is the key, he said.

Adam Li, 43, who has been with Emirates Airline for more than seven years, is vice president of the company for China. A resident of Beijing, he said he hopes more Chinese people will be able to enjoy the same service he enjoys on his airline.

Li, who is Chinese, brings many years of industry experience to his job. Before joining the company in January 2006 as sales manager of Emirates’ Beijing office, he had been with Northwest Airlines. He became the vice president for Emirates China in November 2011. Under his guidance, Emirates has performed exceedingly well in the Chinese mainland market, reaching double-digit growth for the past couple of years.

Emirates has gained ground quickly since it started flying in China in 2004. Beijing was the first city in China where Emirates launched a premium airport lounge, and it became the first airline to launch scheduled Airbus A380 service to China.

New routes, including the nonstop Beijing-Dubai route, were opened after Li joined the company. The route is considered one of the most important connection between Beijing and the Middle East, as well as promoting further travel to Africa, Europe and elsewhere. Chinese passengers now can go to Dubai from Beijing, Shanghai and Guangzhou and then onward to over 130 destinations with Emirates.

Now the company has twice daily Shanghai-Dubai and Beijing-Dubai nonstop services, and daily Guangzhou-Dubai service, said Li.

Li said what makes him most proud, however, is the company’s attention to details. Since 2003, First Class Private Suites have been installed on Emirates’ Boeing 777 and A380 fleet at a cost to the company of US$125,000 each. The suites are private compartments that include such amenities as a fold-out flat bed and minibar.

“Emirates pays such attention to build the onboard lounge, onboard shower spa, ice in-flight entertainment systems and so on, and goes to great lengths to ensure comfort, efficiency and attention to detail for its passengers,” he said. “Talking of my own experiences, some cabin crew even remembered me since I always travel between China and Dubai, even they don’t know I work for Emirates. The cabin crews even remember my favorite wine and bring it to me every time I fly. It makes me feel surprised and happy.”

Li said, however, that the company is still facing challenges in China.

“We need to continue to improve brand awareness in the country and develop more localized services,” he said.

A company study found that shopping is one of the most important aspects of travel for Chinese, and that jewelry, cosmetics and accessories are popular among Chinese passengers. So Emirates started the Chinese Duty Free Collection magazine in April.

“We believe that exclusive brands and fabulous promotions will always bring our passengers great gift ideas,” said Li.

The company also found that Chinese travelers prefer online shopping and booking. New online payment options tailored to Chinese customers, including Alipay and Union Pay, have been instituted.

Also, a wide range of special meals can be ordered, including Chinese food. The flights even offer instant noodles.

“We’re quite satisfied with our achievements in the China market and aim to bring tailored services to Chinese customers,” he said.

A longtime resident of Beijing, he said he loves the city more than anywhere else in the world.

“Even though I have been to so many cities in the world, Beijing is always the place I can call home and I want to go back to,” he said. “I always expect travelers from all over the world to come and visit this beautiful city and experience the energy of China.”

Li, however, said he will not rest on the laurels of what he and the company have achieved. He said compared to Emirates’ markets in other countries, the Chinese market still has a large space to develop.

There are about 30 million people in Australia and Emirates has 90 weekly flights there. There are about 63 million people in the United Kingdom and Emirates has more than 100 flights per week there, including eight flights per day to London alone, he said.

“We now have only 35 flights weekly to China, which has a population of over 1.4 billion. My dream is to expand the market in the future.”

Q: What is your favorite holiday destination?
Dubai. Dubai is an internationally renowned tourism destination. Dubai is certainly one of the most vibrant and energetic cities in the Middle East, where you can experience traditional Arabian culture and modern life in the same time. You will also see a huge international community in Dubai and meet people from all over the world.
Q: What do you think is ideal airline service and hotel service?
I think itÕs important to offer passengers a comfortable and relaxed experience in flight. And travelers always care about details. I went to Australia last year. The rooms in the hotel were not ready when we arrived but the hotel arranged a shower for us and took care of our luggage so we could start the trip on time without wasting any time.

Q: What is your favorite way of travel?
Air travel is my favorite way of travel. I take Emirates a lot and I never feel bored onboard. Onboard Emirates, I can enjoy Chinese movies or songs on the ice in-flight entertainment systems, socialize in the onboard lounge and make new friends, or receive email via in-flight wireless Internet connectivity.

Q: Have you traveled in China and where is your favorite place?
Yes, I travel a lot in China. There are so many great cities in China, and I have friends from almost everywhere. It is hard to say where my favorite place is. I live in Beijing, a city with a long history and many stories. I like Shanghai, too, the city of fashion in China, and I also like Guangzhou, where there are so many delicious foods you can enjoy.

Q: What is your motto in life?
Attention to detail. Passengers will always remember the details.