Emirates revives retail travel experience with debut of Emirates World in Dubai


Emirates is changing the way people are booking their trips. The Dubai-based carrier is reviving the retail travel experience with the debut of Emirates World in Jumeirah Town Centre.

Emirates redesigned the 3,000 square foot retail store as a one-stop shop to meet the travel needs of all its customers.

The airline also installed Virtual Reality (VR) and Augmented Reality (AR) so customers can have an enhanced experience viewing Emirates’ signature products. 

Unlike traditional retail travel agencies, the Emirates World store features a free-flowing open floor plan that allows customers to effortlessly move about and converse with the airline’s experienced travel consultants. 

The airline said that customers can expect to receive expert advice for their end-to-end travel needs, without the need to take multiple tokens.

At the centerpiece of the Emirates World store is the airline’s premium economy cabin display so customers can try and experience what it is like to fly the product before booking a flight. 

“Emirates World sets a new standard for the travel retail store experience and embodies our commitment to provide customers best-in-class products and services across every touchpoint,” Emirates chief commercial officer Adnan Kazim said in a statement. 

Kazim added: “The opening of this latest concept store is an expression of our retail vision for the future and marks the first of several stores we’ll be opening in the coming years across our network. It’s also part of our larger retail strategy to make the store experience more convenient, engaging and personal.”

Apart from airline merchandise available in the store, Emirates World will also be a venue for the travel and tourism industry to converge for workshops, talks, and other interactive sessions.

The first destination workshops are kicking off in December 2022 with Thailand, Seychelles and Israel tourism boards.  

The Emirates World retail stores concept will be progressively rolled out across the airline’s network over the next three years. 


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