Dubai, 18 July 2025 — Emirates has unveiled a new dedicated check-in area for its First Class passengers and Skywards Platinum members at Dubai International Airport (DXB)’s Terminal 3. Branded as ‘Emirates First’, the space offers a quieter, more exclusive alternative to the main check-in counters and marks the latest step in the airline’s ongoing investment in premium ground services for its most high-value flyers.
Located just past the chauffeur-drive drop-off, the new space is accessed through a gold-accented entryway and features a private seating lounge where check-in formalities can be completed while seated. Passengers have the option to use traditional counters or be assisted by Emirates staff using iPads.
The design draws on elements from Emirates’ latest aircraft interiors, with a neutral palette, marble and wood finishes, soft lighting, and a prominent backlit Ghaf Tree – the national tree of the UAE. There are no digital ads or screens in the space, and fresh flower arrangements and signature Rolex clocks reference the style of Emirates’ First Class lounges.
Passengers using the facility can check in bags at marble-and-brass counters, which connect to dedicated First Class baggage belts. From there, they move directly to fast-track security and immigration before accessing one of Emirates’ three First Class lounges in Terminal 3.
Emirates operates more First Class seats on international routes than any other airline, and this new facility complements a suite of recent upgrades targeting premium passengers – including updated inflight service elements like redesigned tableware and new presentation for its caviar and cheese offerings.
According to Emirates Deputy President & Chief Operating Officer, Adel Al Redha, the goal is to offer “a unique and private environment” and “another level of hospitality to the check-in experience”, aligned with customer expectations for privacy and convenience.
The High-Value Economics Behind First Class
Emirates is the world’s largest operator of international First Class travel, offering 26,800 seats a week and the largest inventory of international First Class seats in the industry.
While First Class cabins account for a small share of total seat capacity, they represent a disproportionately high share of revenue and brand value, especially on long-haul routes where where full-fare premium tickets can generate five to ten times the revenue of an economy seat on the same flight. For airlines like Emirates, First Class is not just about luxury—it’s a high-margin segment where even a modest load factor can significantly boost route profitability, particularly on long-haul and ultra-long-haul services.
Read: Beyond Platinum: The Secret World of Emirates Skywards iO Membership
Read: Dubai Air Taxi Takes Flight: First Tests Completed, 2026 Launch in Sight
💬 Join the conversation: We’d love to hear your take on X (Twitter) or LinkedIn.
