At the Dubai Airshow last month, Darren Hulst, Vice President of Boeing’s Commercial Marketing Division, sat down with SimpliFlying CEO Shashank Nigam to discuss the aircraft manufacturer’s path forward: from the 777X programme to sustainable growth and the enduring importance of the Middle East as an aviation hub.
Back to basics
Hulst recently marked his 20th anniversary at Boeing. When asked about the company’s approach to innovation, he didn’t start with new technologies or futuristic concepts. He started with fundamentals.
“The first thing I would focus on is the basics,” he explained. “Being simple, predictable, and high quality. At the end of the day, our tenets are safety and quality, along with predictability for our suppliers, our customers, and our passengers, so they know they can count on us.”
Product development remains central to that approach. A key example is the Boeing 777X, a next-generation long-haul aircraft designed for better fuel efficiency and passenger experience. It remains the cornerstone of Boeing’s widebody lineup, and a recent order for 65 additional aircraft from Emirates signals continued airline confidence. “The big innovation continues to be the focus on the 777X,” he said.
Balancing growth with sustainability
Aviation is growing. Boeing predicts that the global fleet will expand from 29,000 aircraft today to over 49,000 by 2044. That scale brings questions about environmental impact, but Hulst frames the challenge differently.
“One thing to remember is how important aviation, especially commercial aviation, is to the global economy,” he said. “We connect people, economies, and trade.”
Most of the over 44,000 aircraft that are expected to be delivered over the next two decades will replace older, less efficient models. “We are bringing products that are 20-30% more efficient than the aircraft they replace.”
From Hulst’s perspective, the discussion cannot be reduced to emissions alone. Aviation functions as critical infrastructure for global commerce, and efficiency gains serve multiple purposes. More efficient aircraft lower fuel burn and operating costs, which helps reduce emissions intensity; they also support more affordable air travel and extend connectivity to regions that remain underserved today.
Why the Middle East matters
Geography, Hulst argued, remains a decisive advantage. “You can’t invent geography,” he said. “The location of the Middle East will always be incredibly valuable to connect people and to connect trade.”
That positioning has shaped the rise of major Gulf hubs over the past 25 years. As Hulst put it, “This is a place where East meets West. It’s a place where emerging and advanced economies connect.”
The concentration of passengers and freight moving through the region has helped airlines build dense networks, creating favourable conditions for operational efficiency and investment.
Scale, in Hulst’s view, is what ultimately underpins the region’s influence. When asked about the Middle East’s potential to lead on sustainability and innovation, his answer was unequivocal. “Whatever innovation happens here [in the Middle East] can actually scale.” Large fleets and high traffic volumes make it easier to justify investment in new technologies and processes, allowing initiatives tested in the region to be deployed elsewhere.
Keeping teams motivated
After two decades at Boeing, Hulst frames leadership less around slogans and more around perspective. Keeping teams engaged through periods of disruption and recovery, he stays focused on three priorities: a clear sense of purpose, a strong culture of collaboration, and confidence in aviation’s long-term growth. That broader perspective helps counter the pull of day-to-day pressures.
“We sometimes get caught up in our jobs and focus on the small things we do every day,” he reflected, “but when we step back and realise how important each of these aircraft is, the significance becomes clearer.”
A single 737 can fly around a million miles a year, while a 787 may fly three or four million. “An aircraft that leaves the factory as a piece of metal or carbon becomes hugely important to the airline, to the passengers who fly it, and ultimately to the economy it serves.”
For Boeing, sustainability and growth move together. More efficient aircraft support more affordable air travel, expand global connectivity, and reduce emissions intensity across the fleet. For Hulst, this is a practical reality of aviation’s role in the world economy: an industry that grows by becoming more efficient, more reliable, and more accessible.
This interview was made possible by CAE, whose commitment to sustainable aviation training and innovation continues to support the industry’s journey towards decarbonisation.
