Emirates wants to spend $2 billion to improve its soft product

Contrary to the trend of cutting costs and reducing the soft product offering, Emirates is spending more than US$2 billion to enhance its in-flight customer experience, including a massive program to upgrade over 120 aircraft with the latest interiors, as well as various other service improvements. As the program rolls out, passengers can expect to see improvements in in-flight catering, IFE options, in-flight service and upgraded cabins.

Emirates software product enhancements from this month

Emirates passengers can expect to see upgraded cabin interiors in all classes. Emirates says they will invest a record amount in new or upholstered seats, new panels and new flooring. First class is already seeing new menus, while business and economy class passengers will get a new menu from September 1.


As with many in-flight upgrades on most airlines, premium cabins are often the first to see them, and the Emirates program is no exception. First class passengers are the biggest beneficiaries. But, in many cases, some of those upgrades end up filtering through the plane – though we doubt the economy class cabin will see the champagne and caviar experience anytime soon. What the economy cabin might one day see are the on-demand movie snacks to complement your movie that first-class passengers are about to get as part of the $2 billion upgrade.

All cabin classes will see an improved Emirates food and beverage offering, including new menus. Photo: Emirates

“While others are responding to industry pressures with cost reductions, Emirates is flying against the grain and investing to deliver ever better experiences for its customers,” says Emirates Chairman Sir Tim Clark. “During the pandemic, we continued to launch new services and initiatives to ensure our customers travel with confidence and ease, including digital initiatives to improve the customer experience in the field. We are now rolling out a series of intensive programs to take Emirates’ signature in-flight experiences to the next level. »

The cabin refreshes in each cabin class

Most of the money is spent on improving the cabins. For the benefit of all Emirates passengers, the airline will refresh every cabin class and install new premium economy cabins. After the refurbishment, Emirates will have 120 aircraft offering premium economy class seating – the only airline in the region to offer this cabin class, as well as upgraded interiors and features in all other cabins. Emirates has scheduled the first aircraft to taxi in the Emirates Engineering Center for modernization in November, and planning work and testing has begun in earnest.

Emirates’ flight attendants already have a solid reputation, but the airline is keen to improve it and is partnering with Ecole hôtelière de Lausanne, one of the world’s top hotel management schools, to develop the strategy Emirates hospitality and encourage what they call “inspiring customer experiences”. .”

Emirates wants to improve the already appreciated service of its flight attendants. Photo: Emirates

Food-wise, one of the upgrades available in all cabin classes, rather than just the First Class caviar crowd, are new vegan menus that can be pre-ordered regardless of where you’re seated. . Emirates will offer fine plant-based dishes including roasted king oyster mushrooms, jackfruit biryani and sliced ​​kohlrabi with burnt orange, chocolate truffle cake with hazelnuts and pistachios or green grape tart with petals of candied roses. Yum.

Emirates says these improvements, some of which are seemingly minor in the overall flight experience, contribute to a better flight and will make travel more enjoyable.

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