In the increasingly contentious battle to lure elite travelers, Emirates has unveiled its latest product, an over-the-top, fully private first class suite.
Laid out in a 1-1-1 configuration, each suite comes complete with floor to ceiling sliding doors to create a fully enclosed space that encompasses a whopping 40 square feet.
The new suites, which debuted this weekend at the Dubai Air Show, are just one part of a multi-million-dollar re-design of Emirates' 777 aircraft, scheduled to launch Dec. 1 on flights from Dubai to Brussels and Geneva.
Driven in part by a new partnership with Mercedes, the new suites include soft leather seating, high-tech control panels and mood lighting, all inspired by the Mercedes-Benz S-Class.
"We are very excited about our new fully-enclosed suite which is a real game-changer in terms of privacy, comfort, and thoughtful luxury," said Sir Tim Clark, President of Emirates Airline. "This is the first time an Emirates product has been so influenced by another luxury brand, but it is a natural fit as both Emirates and Mercedes-Benz have the same unwavering commitment to fine detail, uncompromising quality, and a drive to push the boundaries."
Emirates' partnership with Mercedes also means elite travelers arriving in or departing from Dubai will enjoy complimentary Chauffeur service in a Mercedes-Benz S-Class car.
Naturally, the leather seats recline into a fully flat bed, but they can also be placed in a "zero-gravity" position inspired by NASA technology, which gives passengers a "feeling of weightlessness." The suites have plenty of space to change clothes and even include full-length closet space where guests can hang their clothes.
With the new aircraft configuration, Emirates is also launching an industry-first: virtual windows.
Designed for the middle suite, the virtual windows project the view from outside the aircraft using real-time camera technology. Travelers who book a window-adjacent suite, however, can enjoy the use of en-suite binoculars to explore the world beyond the aircraft.
It's not just the first class cabin that's getting a makeover. The new 777 aircraft design includes re-designed seats and upgraded in-flight entertainment systems in all cabin classes.
"The in-flight experience is the heart of our brand and service proposition," said Clark. "The new 777 interiors that we are unveiling today is part of Emirates' ongoing investment to continually raise the bar and exceed our customers' expectations. Aside from our new fully enclosed private suites, Business Class features our latest fully-flat leather seats with personal minibars, Economy Class seats have adjustable full leather headrests, and the in-flight entertainment system has been upgraded for all cabin classes."
[READMORE]READ MORE: WATCH: Emirates' First-Class Lounge Buffet Rivals Vegas[/READMORE]
While Singapore Airlines has also recently unveiled new suites in its first class cabin, domestic carriers have chosen not to upgrade their products to include that level of privacy. U.S. airlines are investing considerably in upgrading the in-flight sleep experience with all three major airlines partnering with sleep product companies.
While Emirates is known for its over-the-top luxury amenities and service, the airline also took an apparent about-face, as it announced it was cutting first class seating on its London flights as it looks to compete with low-cost carriers serving European routes.
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