If there’s one airline that knows how to make a statement – and follow through with world-class delivery – it’s Emirates. This summer, the carrier isn’t just busy flying high, it’s redefining premium travel, while adding reasons for passengers to keep coming back.

An Emirates ‘first’ unveiled at DXB Terminal 3

First impressions count, and Emirates is making sure its First Class and Skywards Platinum members get the VIP treatment right from the curbside at Dubai International Airport’s Terminal 3. Enter ‘Emirates First’, a newly unveiled, elegantly reimagined check-in experience offering privacy, poise and more than a little polished hospitality.

We’re talking plush leather seating, soft lighting, neutral earthy tones, bronze and gold accents, and the ever-iconic Rolex clocks reminding you that time here moves at your pace. A bespoke Emirates host welcomes guests, check-in happens discreetly via iPad, and families can relax while formalities are handled. The premium journey flows seamlessly onwards through fast-track security to one of three Emirates First Class Lounges, offering spa treatments, à la carte dining, and the kind of champagne selection that sets the tone for your trip.

As Adel Al Redha, Emirates’ Deputy President & COO, put it:

“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.”

From private chauffeur drive to personalised inflight caviar bowls, Emirates continues to double down on premium because in their world, ‘Fly Better’ is more than a tagline. It’s a promise.

Expanding horizons

On the network side of things:

• Dublin is getting a third daily service starting 26 October 2025 with an early morning departure option. The new Boeing 777-300ER will also enhance cargo capacity, and more upgraded aircraft is set to roll out this autumn.
• Damascus saw a milestone moment this week as Emirates officially returned to the Syrian capital. After a high-profile VIP welcome led by UAE and Syrian dignitaries, Emirates’ three-times weekly flights reconnect the “City of Jasmine” to its vast global network, with services ramping up to daily from October. And with codeshare connections via flydubai, accessibility has never been better. On board, passengers can also expect Arabic content-rich inflight entertainment, regionally inspired menus (yes, there’s mezze), and even Syrian-sourced ingredients.

Bigger, better, bolder rewards

Meanwhile, over in the loyalty lounge, Emirates Skywards is making sure its 35 million global members feel the love this summer. Fresh from being crowned ‘Best Global Airline Loyalty Program’ at the International Loyalty Awards 2025, Skywards has launched a slew of enticing offers:

– 50% bonus Miles on 16 partner airlines, including United, Air Canada and TAP.
– 50% bonus Miles on Emirates Skywards Hotels stays, up to 10,000 Miles per night.
– 25% bonus Miles on retail through Skywards Everyday and Skywards Miles Mall.
– Double and triple Miles at The Bicester Collection across Europe and the UK.

Plus, exclusive raffles, first-timer bonuses, and those coveted opportunities to swap Miles for money-can’t-buy experiences like top-tier concerts at Dubai’s Coca-Cola Arena. Emirates has also strengthened its loyalty ties with Marriott Bonvoy, ALL – Accor Live Limitless, AEGEAN and Garuda Indonesia, giving members even more flexibility and value.

It’s clear to us – whether through sophisticated ground experiences, elevated inflight service, expanded loyalty perks or smartly timed network additions, the airline is confidently charting its course forward, with no signs of slowing down.