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

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.