Written by Gérard Al-Fil, Dubai

The First Class Isn't Dead Yet. Reports of its demise were premature. Once written off during the pandemic as a dinosaur of the aviation industry, the profitable First Class is making a comeback—at least in the booming Gulf region. This includes Emirates, the international airline of the United Arab Emirates (UAE).

With its new spacious lounge «Emirates First», the airline promises its top-tier customers and Platinum members of its Skywards frequent flyer program a luxurious airport experience. The check-in area has been significantly upgraded, now offering elegant private seating and an exclusive check-in process. Worldwide, Emirates operates a total of 43 exclusive lounges for guests holding the corresponding premium ticket. Rolex clocks on the walls ensure that the affluent passengers don’t lose track of time, as DXB is a «silent airport.» Loudspeaker announcements or chimes are virtually nonexistent at Dubai’s airport.

Headwinds? Not for Emirates

With its initiative targeting wealthy travelers, Emirates (call sign: EK) is bucking the market trend. According to aviation analysts at Cirium, the global number of First-Class seats dropped to 12.6 million in 2024—down 40% from 21.05 million in 2019. Meanwhile, total airline capacity across all seat classes rose from 5.7 billion to 5.9 billion seats during the same period.

Adel Al Redha, Deputy President & Chief Operating Officer of Emirates, stated: «Our customers can now enjoy a comfortable ride to the airport with our chauffeur service, check in quickly in the exclusive Emirates First area, relax in a premium lounge before their flight, and then experience our award-winning in-flight service.» He also announced that starting February 1, 2026, Emirates will serve its its second daily flight to Zurich using the Airbus A380 superjumbo, replacing the current retrofitted Boeing 777 aircraft.

New Neighbor: Riyadh Air

Emirates' timing for this premium investment is no coincidence. The world’s largest provider of international First-Class travel—with 26,800 seats per week and the most extensive offering in the industry—is about to face a new rival from Saudi Arabia. Riyadh Air, funded by the Saudi sovereign wealth fund PIF and fueled by petrodollars, is expected to launch in 2025 as the kingdom’s second state airline alongside Saudia.

By appointing the luxury design brand PriestmanGoode to outfit its Boeing 787 Dreamliner fleet, Riyadh Air CEO Tony Douglas (formerly CEO of Etihad Airways in Abu Dhabi) made it clear the new airline is targeting an upscale clientele. Forty Dreamliners have already been firmly ordered. The rest of the fleet will consist of a mix of Airbus aircraft. 

Also in the skies since 2023 is the Maldivian airline BeOnd, which connects Zurich to the Gulf region (as a stopover) and the Maldives capital, Malé.

Whether on land, sea, or in the air—competition never sleeps, especially not in the bustling Middle East.