Emirates raises passenger pampering to new levels with first class suites

Emirates President Tim Clark makes the announcement on the brand new cabins for the Dubai carrier’s Boeing 777 fleet. (Arab News)

Above, passengers can experience zero gravity position at Emirates’ first class section. (Courtesy Emirates)

The new Boeing 777 First Class suite with virtual windows and an inspiration kit. (Courtesy Emirates)

Above, the business class cabin inside Emirates’s Boeing 777 aircraft. Each business class cabin seat has a pitch of 72 inches and moves into a fully-flat sleeping position. (Courtesy Emirates)

DUBAI: Emirates today revealed its new first class private suites packed with features aimed at raising the pampering of premium passengers to new levels.
Helped by designs from Mercedes-Benz and an advertising campaigned fronted by motoring guru Jeremy Clarkson, the Dubai-based carrier aimed to steal a march on regional rivals struggling with subdued demand in the premium cabins.
The refreshed interiors of the Boeing 777-300ER aircraft offer seats that recline into what the airline describes as a zero gravity position inspired by NASA and giving the feeling of weightlessness.
Passengers sitting on inside rows have virtual windows with the option of looking to the left or right using high definition camera technology.
The new 777 aircraft will have six private suites with port hole-style windows allowing the crew to look inside.
Asked by one reporter if the suite beds were big enough for two, airline president Tim Clark replied that he didn’t think they were.
“People generally behave,” he said.
The suites come with restaurant-style hatches where passengers are served drinks and canapes undisturbed – and they can also order “room service” using a video call function.
And for star-gazing passengers, binoculars are provided.
“Emirates pioneered the first class private suite concept back in 2003, and today it’s the industry benchmark when it comes to first class travels,” said Clark.
He added that Jeremy Clarkson was a natural face for the new designs while conceding that some people do “find him irritating.”
The upgraded premium cabins come despite a global slump in first and business class – including the Gulf region where prolonged oil price weakness has led to mass job cuts and has also hit travel budgets.
“Premium traffic is very much linked to the performance of the oil sector and so while the oil price has been low, demand for premium travel has been hit,” said John Strickland, a UK-based aviation analyst.