Emirates has officially launched Emirates First — a redesigned and exclusive check-in area at Terminal 3 of Dubai International Airport (DXB) — offering its First Class passengers and Skywards Platinum members an elevated, seamless start to their journey.
Described as a luxurious and private space, Emirates First has been created to enhance the ground experience for the airline’s premium clientele. Located just steps inside the dedicated Emirates departures area, the grand golden entryway sets the tone for what follows: a quiet, refined environment offering hospitality, comfort, and privacy from the moment customers arrive.
Adel Al Redha, Deputy President and Chief Operating Officer at Emirates, said the new space is part of the airline’s ongoing investment in its premium offerings. “We know our customers value privacy and convenience,” he said. “This will provide another level of hospitality to the check-in experience, as part of our efforts to continuously uplift the overall travel journey.”
The redesign incorporates earth-toned palettes, plush seating, and signature Emirates touches such as bronze and gold accents, Rolex clocks, and an illuminated Ghaf tree — the UAE’s national tree — as a symbolic centrepiece. The atmosphere is further enhanced by curated lighting, marble and wooden flooring, fresh floral arrangements, and a complete removal of digital ads to maintain a tranquil space.
Guests can choose to complete check-in on iPads while comfortably seated, or use the striking marble and brass counters. Baggage is routed through dedicated First Class belts, and families can relax while one member manages the formalities. The space offers privacy and speed, reflecting Emirates’ commitment to a “Fly Better” philosophy.
Once through security and immigration, customers proceed to one of Emirates’ three First Class Lounges within Terminal 3. These lounges offer à la carte gourmet dining, premium wines and spirits, spa treatments, business centres, and concierge-led duty-free shopping. First Class customers also enjoy access to 43 Emirates lounges globally and the airline’s complimentary Chauffeur Drive service in most cities.
This new ground product complements other recent upgrades to Emirates’ First Class experience, including onboard enhancements announced in May. These include engraved Robert Welch caviar bowls, rustic cheeseboards, a keepsake menu highlighting Emirates’ culinary stories, and gloved service by cabin crew for an added layer of refinement.
As the world’s largest international First Class carrier — operating 26,800 First Class seats per week — Emirates continues to innovate both in the air and on the ground. The launch of Emirates First not only reaffirms the airline’s leadership in luxury travel but also positions Dubai as a model hub for premium international flying.
