Emirates will roll out incentives aimed at winning back customers worried about the protracted Iran war, focusing on safety and reliable travel connections rather than lower fares, the Gulf airline’s President Tim Clark tells Reuters.

The state-backed airline will stick to its strategy of maintaining flight schedules despite rising costs, Clark said.

Instead, it will offer “all sorts of incentives other than price” to encourage passengers to return, Clark said, even as talks to end the conflict drag on and attacks around the Gulf have flared in recent days.

Clark also said Emirates was in talks with governments and regulators to ease restrictions on Middle East airspace, which has been constrained by the US-Israeli war against Iran.

He added that Emirates was in close contact with regional governments and said intelligence-sharing with airlines was extensive to ensure safe operations.