Emirates has announced that it has signed a Memorandum of Understanding (MoU) with Huawei to further extend its existing partnership.

The enhanced collaboration will allow both brands to build awareness to a wider audience in the Middle East and beyond.

The partnership will also encompass the launch of customer-centric initiatives including enhanced and engaging experiences for Huawei smart phone users while booking tickets and making travel plans on the Emirates app.

The joint cooperation will also see Emirates providing support for the Huawei search engine, Petal Search, on smart devices in the MEA region.

For Emirates, the integration into Huawei’s ecosystem will allow the airline to tap into a wider target audience and Huawei phone users, especially in the Chinese marketplace which has been regarded as one of the key strategic markets for Emirates worldwide.

To date, the Emirates app has had more than 1 million installs from AppGallery. The app provides easy access to a range services and functions from flight search and ticket booking, to check-in, seat and meal selection, as well as Skywards account information.

Innovative functions of the Emirates app also include ice playlist creation and syncing to aircraft seats prior to travel and the Airport Wayfinder for directions at Emirates’ hub, Dubai International Airport.