One of the major advantages of the new site is the flight search and pricing system. Rather than just being presented with one price for a preferred time, passengers will be shown seat availability and prices for seven days either side of their requested travel date. This will give customers more opportunities to benefit from cheaper fares that may be available.

Online customers can purchase tickets, confirm a booking, check-in online and choose their preferred seat. The booking process has been simplified, underlining the ease, flexibility and passenger-led nature of the new system. With the airline's internet sales doubling year on year, Emirates is again moving to meet its customers' online appetite.

Ghaith Al Ghaith, Executive Vice President, Commercial Operations Worldwide, said: "Emirates' internet sales are rapidly increasing and the new website extends our global reach, giving us greater opportunities for revenue generation. Over the next five years, I anticipate that the number of new and existing customers booking flights through our website will increase dramatically. In re-creating the site, we have handed much more control to our customers and allowed them to feel the Emirates experience from their homes, offices and hotels, long before they board one of our modern aircraft."

The big "switch on" took place on 10th November and rather than take a staggered approach to a multi-national website launch, as would be the normal practice, Emirates decided to turn on the world at the same time in a colossal technical challenge.

The site is currently divided into four main areas: "Flying with Emirates" which contains information about the Emirates' travel experience, "Destinations & Offers" which contains information on the latest deals, "Plan & Book" where users can make or manage a booking and "Skywards" with valuable information about the frequent flyer programme.

The massive financial commitment to passenger convenience comes after major investment in ice Digital Widescreen, the much talked about new generation in-flight entertainment system, impressive upgrades to the First, Business and Economy Class product and multi-million dollar commitments to build and expand Emirates' First and Business Class lounges worldwide.

At the same time, the complimentary chauffeur-drive service, which whisks Emirates' First and Business Class passengers in luxury to and from airports, now operates in more than 30 countries across the network.

With the historic launch of the Sao Paulo route and the recent start of services to Ahmedabad, Toronto and Houston, Emirates now flies to 99 destinations in 62 countries with a 112-strong fleet of modern aircraft. The airline is the largest single customer for the Airbus A380, which will join the carrier's aircraft line up next year.