Overview

About Dubai Airports

Dubai Airports operates one of the world’s most important aviation hubs, Dubai International (DXB), the busiest airport globally for international passengers. It is also preparing to transition operations to Dubai World Central - Al Maktoum International (DWC), a next-generation gateway designed for future growth. By 2030, DWC is expected to become the largest transit hub in the world.

Built on a foundation of safe, secure, and sustainable aviation, Dubai Airports combines operational excellence with a guest-first mindset. Its mission is to deliver “safe, secure, and efficient services that enhance the guest experience while ensuring sustainable business practices.”

More than just managing airports, Dubai Airports connects people, cultures, and opportunities worldwide. The organization drives innovation in aviation while empowering its people to deliver world-class experiences to millions of guests every day.

The Challenge

Sustaining employee engagement in a high-stakes environment

In an environment defined by high-stakes operations, rapid change, and a fast-paced, multicultural setting where people from around the world converge daily, sustaining employee engagement among deskless, frontline, contract, and shift-based workers is far from easy.

Recognition efforts faced several challenges:

• Siloed programs such as long service awards, performance bonuses, and ad hoc acknowledgments
  
• Administrative processes that required significant time and effort
  
• Employee participation was limited by the complexity of existing programs and the challenge of fitting recognition into already busy schedules
  
• Recognition efforts had limited emotional resonance for employees and did not consistently foster a strong sense of value or connection across departments
  
• Existing recognition efforts did not fully reinforce Dubai Airports’ core values of safety, guest experience, and operational excellence
  
• Difficulty recognizing those who contributed to larger “gig” projects
  

Engagement surveys reinforced this need. Dubai Airports knew that building a unified and values-driven recognition program would be essential to igniting a culture of appreciation across the workforce.

“Recognition is vital in a large, fast-paced, and dynamic environment like ours. It motivates our people, reinforces our corporate behaviors, and helps create a culture where everyone feels valued and engaged."
Khulood AlMarzooqi, Director of Total Rewards & Employee Engagement, Dubai Airports

The Solution

High Flyer Recognition Program

In partnership with Awardco, Dubai Airports strategically implemented and launched the High Flyer program to consolidate and improve administration, while seamlessly embedding recognition into daily routines and reinforcing core values.

“The implementation was effortless. The Awardco team was incredibly supportive and proactive throughout the journey, offering guidance and expertise that led to a smooth and successful launch of our High Flyer program.”
Maha Salem, Senior Manager, Rewards & Recognition, Dubai Airports

“We were looking for a simple yet effective platform with a user-friendly interface, and Awardco ticked all the boxes. Through Awardco, we’ve been able to integrate multiple recognition touchpoints into one platform.”
Maha Salem, Senior Manager, Rewards & Recognition, Dubai Airports

As the flagship initiative, High Flyer celebrates exceptional performance and behaviors aligned with organizational values. It was designed to be easy to use, with fewer clicks and an intuitive user experience. It’s inclusive and comprehensive, ensuring recognition reaches every corner of the organization, from offline employees to guest-facing, and across managers, peers, and leadership.

“We did our first cycling project on the runway. It was a crazy and challenging idea, but the team did an amazing job—and receiving a High Flyer for it felt incredible.”
Barkin Ozdemir, Content Development Manager, Brand & Communications, Dubai Airports

Key Features

• Ease of Use: Because the program is fast, simple, and effective, appreciation became a consistent, visible part of everyday work. This has boosted morale, encouraged ownership, promoted inter and cross-departmental teamwork, and reinforced safety, service, and excellence. The system is designed to encourage utilization, which has produced a grassroots Culture of Recognition.
  
• Unified, Scalable Platform: All recognition, from peer-to-peer to tenure milestones, was centralized in one easy-to-use system that connects people across departments.
  
• Values-Driven Framework: Recognition categories directly reflected Dubai Airports’ commitment to safety, service, sustainability, and guest experience.
  
• Empowered Managers: Equipped with tools and insights, leaders became champions of recognition.
  
• Celebrating Loyalty and Service: Recognizing milestones and long-term contributions reinforces the value of tenure, honoring employees who dedicate years of service to advancing its mission.
  
• Personalized Rewards & Flexibility: Employees can choose meaningful rewards like leisure, dining, wellbeing, experiences, and shopping.
  
• Ad-hoc Recognition: Point-based rewards allowed for flexibility, whether for high performance or short-term gig work.
  

“The High Flyer program has made a significant difference in how our teams perform and work together. One of my shifts has won the award twice this year, and you can see the motivation and pride reflected in their daily behaviors.”
Kan Ni, Vice President, Airport Operations Control Center, Dubai Airports

“The recognition showed me that even the small, extra efforts I put in are valued. That inspires me to keep contributing beyond my regular responsibilities."
Lav Kumar, Senior Manager, Project Management, Dubai Airports

“As a manager of a team of seven, I use High Flyer to recognize and thank my team each quarter. It makes them feel appreciated and motivated, knowing their efforts are seen.”
Soosan Abidali, Office Manager, Strategy & Development, Dubai Airports

The Results

Tangible impact

The program has seen widespread adoption and engagement across employees. They have also seen a positive correlation between recognition and employee engagement.

• 90.5% Log-in Rate
  
• 106% Lift in Recognition
• 880 High Flyers awarded (up 150%)

“When we unified our recognition programs, we saw a strong correlation between recognition and employee engagement. Teams led by managers who consistently recognized their people were the most engaged.”
Khulood AlMarzooqi, Director of Total Rewards & Employee Engagement, Dubai Airports

This momentum and Dubai Airports’ overall strategic workplace initiatives and culture earned them 2025 Gallup Exceptional Workplace Award, placing them among Gallup’s global best practice companies. As Meshari Al Bannai, Chief People Officer at Dubai Airports states, “Engaged people drive success. This award reflects our ongoing efforts to create a workplace that empowers, supports, and inspires our teams to perform at their best. By focusing on wellbeing, growth, and collaboration, we are shaping a dynamic culture where every individual can contribute meaningfully to the future of aviation.”

“The High Flyer program has created a culture where contributions—big or small—are celebrated. Everyone feels seen and valued, reinforcing our belief that success is a shared journey and that we grow together."
Mariam Al Shemsi, Head of Strategic Partnerships in Learning, Dubai Airports

“I recently recognized a graduate trainee for leading a reverse mentoring panel during Learning Week. That acknowledgment boosted her confidence and showed that meaningful contributions can come from anyone, regardless of age, experience, or role."
Mariam Al Shemsi, Head of Strategic Partnerships in Learning, Dubai Airports

Recognition is now deeply embedded in daily life and fosters an organic culture of appreciation across all departments, from ground employees to IT. It unites dispersed groups, and connects traditionally hard-to-reach deskless and frontline employees. It surfaces and demonstrates value for the contributions of groups whose vital work is not always seen.

“Never underestimate the power of recognition. Years after I recognized a colleague, they still send me a message on the anniversary of that moment to say it continues to make their day."
Khulood AlMarzooqi, Director of Total Rewards & Employee Engagement, Dubai Airports

“The High Flyer program makes you feel seen. It’s not just a gift, it’s a sign of recognition that really motivates you."
‍Barkin Ozdemir, Content Development Manager, Brand & Communications, Dubai Airports

“I've been recognized myself, and it felt wonderful—surprising, but also deeply motivating. I’ve also had the privilege of recognizing teams for delivering major projects, which brought departments together in a unified sense of achievement."
Kan Ni, Vice President, Airport Operations Control Center, Dubai Airports

Why It Matters

The High Flyer program does more than celebrate success, it connects recognition to Dubai Airports’ mission and values. In addition, it:

• Reinforces safety, sustainability, and service as lived behaviors
  
• Brings visibility to shift-based and frontline employees whose work is essential
  
• Equips managers to champion recognition and build trust
  
• Creates a more inclusive culture where every contribution matters
  
• Honors loyalty and tenure, strengthening a culture of commitment

“Within AOCC, we’ve built peer nominations into the process. The more recognitions a team member receives, the more points they earn toward winning a High Flyer award. This has fostered real cohesion, inclusivity, and teamwork across the department."
Kan Ni, Vice President, Airport Operations Control Center, Dubai Airports

“I’ve been at Dubai Airports for 10 years now—in fact, this June marks my 10-year anniversary."
Soosan Abidali, Office Manager, Strategy & Development, Dubai Airports

Looking Forward

Dubai Airports continues to evolve its recognition program as the organization grows.

“The scalability of the Awardco platform makes it the perfect partner for Dubai Airports. It evolves as we evolve—allowing us to introduce new efficiencies and features while keeping recognition simple and user-friendly."
Khulood AlMarzooqi, Director of Total Rewards & Employee Engagement, Dubai Airports

Recognition now grows alongside operational scale and innovation. Engagement is rising, teams are stronger, and appreciation has become a hallmark of excellence.

“High Flyer has given us a framework to consistently and meaningfully acknowledge employees, boosting morale and reinforcing the behaviors that drive our success. It has made recognition easier and more natural."
Mariam Al Shemsi, Head of Strategic Partnerships in Learning, Dubai Airports

Dubai Airports is not only shaping the future of aviation, it is also shaping a workplace where recognition, collaboration, and excellence take flight together. With High Flyer, the organization has strengthened its culture of appreciation and future-proofed its approach to employee engagement, ensuring recognition keeps pace with growth and strategic innovation.

Get a demo today to see how recognition can transform your own organization.