Emirates launches 'Emirates First' luxury airport experience at Dubai hub

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Emirates launches 'Emirates First' luxury airport experience at Dubai hub

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Adel al Redha, Emirates' Deputy President & Chief Operating Officer | Official Website

By Sky Industry News

Jul 23, 2025

For many, the Emirates brand is synonymous with luxury, particularly in its first-class offerings. Known for spacious suites, fans argue that few travel experiences rival flying first class on Emirates. However, this experience often begins well before boarding the aircraft.

The ground experience at the departure airport is crucial in providing first-class passengers with memorable moments. The airline has embraced this with the opening of a new airport experience called Emirates First. Launched today in Terminal 3 at Dubai International Airport (DXB), the first-class check-in area has undergone extensive refurbishment.

Emirates, as noted in a statement released earlier today, is the world's largest airline by international first-class seat availability, offering 26,800 seats weekly. Many passengers start their journey at Dubai hub and will now enjoy an exclusive check-in experience through 'Emirates First.'

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Available to Platinum members of the Emirates Skywards frequent flyer program, Emirates First offers "a luxurious and unique airport experience" with a "meticulously upgraded check-in area featuring an opulent private seating area." Adel al Redha, Emirates' Deputy President & Chief Operating Officer, stated:

"We invest heavily in upgrading our ground products, and Emirates First is one of the areas that will offer a unique and private environment to our First Class customers and Skywards Platinum members. We know our customers value privacy and convenience, and this will provide another level of hospitality to the check-in experience as part of our efforts to continuously uplift the overall travel journey."

Emirates First presents a light space featuring tall plants and golden hints reflecting the onboard first-class color palette. Located in Terminal 3 at Dubai International Airport, it includes a "grand golden entryway."

The refit aimed to keep premium passengers in mind throughout their journey. Emirates seeks to offer its valued guests "a serene escape from the hustle and bustle of the airport." The area features wooden floors combined with marble for elegance.

Seating includes plush leather and soft fabric armchairs and sofas over soft carpeted floors. Rolex clocks display time zones worldwide for passenger convenience.

A common complaint among travelers is sensory overload from screens and advertising at airports. To address this, Emirates removed advertising from its refurbished check-in area favoring "soft integrated lighting curated for a tranquil ambiance."

While Emirates First provides a comfortable waiting space, time is valuable for top-tier passengers. Therefore, it offers "a sleek experience where check-in formalities can be performed on iPads while guests are seated," allowing them to continue their journey quickly.