Emirates invests more than $2bn on ‘customer experience’

Emirates is investing more than $2billion to enhance its inflight customer experience, including a massive programme to retrofit more than 120 aircraft with the latest interiors, plus an array of other service improvements across all cabins, starting in 2022.

The President of Emirates Airlines, Sir Tim Clark, said,

Emirates is flying against the grain and investing to deliver ever better experiences to our customers. Through the pandemic we’ve continued to launch new services and initiatives to ensure our customers travel with the assurance and ease, including digital initiatives to improve customer experiences on the ground. Now we’re rolling out a series of intensive programmes to take Emirates’ signature inflight experiences to the next level.

Emirates’ latest initiatives include:

• elevated meal choices,
• a brand new vegan menu,
• a ‘cinema in the sky’ experience,
• cabin interior upgrades,
• ‘sustainable choices’, and
• a generous approach to ‘the little touches that make travel memorable’

New Inspirations, New Menus

An award-winning team of chefs, a world-class catering team and a wide variety of suppliers have been assembled to design and deliver ‘the best fine dining experience in the sky’.

New menus will be served on select Emirates routes in First Class, featuring dishes such as pan-fried salmon trout with moqueca sauce and creole rice, roasted duck breast with orange thyme jus, steamed broccolini and fondant potatoes.

New menus will also be introduced to Business and Economy on 1 September.

Purposefully Vegan Choices: 

Emirates’ new vegan menu is ‘carefully curated to cater to the growing numbers of customers pursuing this thoughtful lifestyle’.

Vegans, or anyone interested in a delicious and healthy plant-based meal, will enjoy handcrafted gourmet dishes such as pan-roasted king oyster mushrooms, flavoursome jackfruit biryani and sliced kohlrabi garnished with burnt orange.

Desserts are a decadent affair with choices of chocolate truffle cake with hazelnut, pistachio and gold leaf, or green grape tart adorned with candied rose petals, vanilla custard, and berry compote glistening with yuzu pearls.

The Champagne and Caviar Experience

Emirates’ First Class experience has been upped a notch in 2022. Customers can now savour unlimited portions of Persian caviar as part of the ‘dine on demand’ service, with an exquisite pairing of the world-renowned Dom Perignon vintage champagne.

Cinema in the Sky

First Class customers can create a memorable movie moment on-board by ordering cinema snacks as they enjoy the 5,000 channels on Emirates’ ice inflight entertainment system.

The cinema snack menu includes moreish classics such as lobster rolls, juicy sliders, edamame, and salted popcorn, and can be ordered on demand.

All passengers can also curate their own ice experience before their flight, simply by browsing and pre-selecting movies or TV shows on the Emirates app, which can then be synced to ice the moment they board, maximising the seamless travel experience.

Farm to Fork – Sustainable Supply Chain

Emirates’ customers departing on flights from Dubai can begin crunching on fresh greens harvested from Bustanica, the world’s largest vertical farm and newly-opened $40 million joint venture investment through Emirates Flight Catering.

Emirates is continuing to invest in sustainable operations and supply chains, seeking local food suppliers and farms wherever possible to serve the freshest produce on board.

Specialised Hospitality Training for Cabin Crew

Emirates has partnered with Ecole hôtelière de Lausanne, one of the world’s top hospitality management schools, to craft the Emirates Hospitality strategy and encourage inspiring customer experiences.

Emirates Cabin Crew have already begun engaging in intensive training programmes focused on delivering the four service pillars: Excellence, Attentiveness, Innovation and Passion.

Upgraded Cabin Interiors in all Classes

The most significant investment is an extensive and record-breaking refurbishment of the aircraft fleet interiors, where cabins will be retrofitted with new or reupholstered seats, new panelling, flooring and other cabin features.

Benefitting all Emirates passengers, every cabin class will be refreshed and new Premium Economy cabins installed.

After the retrofit, Emirates will have a total of 120 aircraft offering Premium Economy seats – the only airline in the region to offer this cabin class, and enhanced interiors and features across all other cabins. With its first aircraft scheduled to roll into the Emirates Engineering Centre for retrofitting in November, planning work and trials have begun in earnest.

Paul Baker, Global Travel Management Sales Director said,

Emirates are setting a benchmark for inflight customer experience. Their $2bn investment will be the envy of many other airlines and their passengers will be treated to flights that are a joy.

The recent improvements to the Emirates Premium Economy service are proof that the airline knows exactly how, where and when to apply its investments. Premium Economy on Emirates is exceptional.

I am looking forward to seeing the results of Emirates’ investments in all cabins across the fleet’s 120 aircraft.

I know GTM’s customers will appreciate the difference.