Dubai's only low cost carrier was established by the government of Dubai in 2008 to serve an increasing demand for low fare air transportation in the region. It soon became one of the more competitive charter airlines and has set the standard for stylish low-cost air travel.

On-board its 787 aircraft, passengers will find the latest in-flight entertainment and gadgetry available in the market place. Access to television entertainment is available at a cost starting from AED 15 for a basic package to AED 35 for the complete one. This is keeping in line with the airline's philosophy of charging passengers for what they need, so if they choose to save on their flight, they can do so without needing to pay for what they don't use. This applies to all services found on board their flights, including meal services.