Why Emirates’ Latest Business Class Upgrade Still Can’t Compete with American and Delta – View from the Wing

Why Emirates’ Latest Business Class Upgrade Still Can’t Compete with American and Delta

by Gary Leff on August 7, 2024

For years the big, subsidized U.S. airlines Delta, American and United were calling for protectionism from Emirates as well as Qatar and Etihad. They didn’t want these Mideast airlines flying to the U.S., or at least expanding their service. They tried with the Obama administration and then the Trump administration to get the U.S. to abrogate treaty obligations, raise airfares and reduce choices.

Their argument was that these airlines were subsidized and offered such an attractive product that they couldn’t compete. This was always weird, especially for Emirates, whose business class has long been decidedly mid – in fact, worse than what’s offered by the big U.S. carriers.

The mainstay of the Emirates fleet is the Boeing 777, and business class for years wasn’t even fully flat let alone offering direct aisle access.

Emirates gets a lot of press for its first class suites (though they’re quite small and no longer industry-leading, except on a handful of new 777s). The Airbus A380 showers and bar are impressive. They advertised those extensively and extended a brand halo over the rest of an otherwise-inferior product. Emirates was one of the first carriers to squeeze in 10-abreast seating on its Boeing 777s.

Now the airline has revealed its new Boeing 777 interior, which just launched into service, and the new Emirates business class is disappointing.

• Boeing 777s are getting a new business class, and adding premium economy
• The first plane (registration A6-EQH) took a month and is already flying. Each subsequent plane will take two weeks.
• Flights EK83 and EK84 to Geneva launched with the new cabin today. EK312 and EK313 to and from Tokyo Haneda get the new cabin September 1. Then EK183 and EK184 to and from Brussels will get the cabin September 11. They’re retrofitting newer 777s that have the airline’s new first class first..

Credit: Emirates

Credit: Emirates

Credit: Emirates

New Emirates business class is very similar to old Airbus A380 business class. It is fine with lie flat seats and direct aisle access, but it isn’t an especially spacious seat and isn’t a suite with doors.

According to Emirates President Tim Clark this is somehow “raising the industry benchmark” for premium travel.

Emirates continues to carry out our commitment to deliver an unmatchable onboard experience with the introduction of our latest Boeing 777 with new signature interiors, raising the industry benchmark when it comes to premium travel. Our latest Business Class cabin offers customers a sense of exclusivity and privacy, complemented by our best-in-class suite of onboard products. The addition of our popular Premium Economy cabin, rated one of the best in the industry, injects modern sophistication to the flying experience and is carefully designed for more comfort. With more Boeing 777s and A380s refreshed to sport our latest generation onboard products, customers can consistently have the very best experiences in the sky across both aircraft types.

There’s no question this new business class is better than what Emirates has offered on Boeing 777s before – but that’s just because their product already lagged so badly. It will still lag those Delta aircraft featuring suites, and American Airlines new Boeing 787-9s and reconfigured Boeing 777-300ERs when those get suites as well.

Credit: American Airlines

The new Emirates business should be competitive with its partner United’s current Polaris seat. Even United, though, is considering its next generous of Polaris which could include suites.

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