Emirates Dubai FAM: Showcasing Spectacular Upgrades Ahead of Expanded Dublin-Dubai Frequency
Emirates’ Dublin office kicked off a 3 night familiarisation trip to Dubai in typical Emirates luxury yesterday, it was a lucky group from the Irish travel trade that swapped the grey Dublin skies for the winter sun of the UAE.
Hosting the group was the fantastic duo from Emirates’ Dublin office: Country Manager Anita Thomas and Sales Manager Filippo Rocchi. The trip was the perfect excuse to get a first-hand look at the airline's seriously upgraded premium product, which has just had a massive multi-billion-dollar facelift across the fleet. And ITTNs Sharon Jordan and the entire group got to experience the business class offering on the 6.5 hour flight to Dubai yesterday.
The Aircraft: A Serious Upgrade
Emirates has brought its shiny new fleet retrofit programme straight to the Irish route. The Dublin-to-Dubai network now heavily features the airline's newly retrofitted Boeing 777-300ER aircraft. And she is a beauty.
The absolute game-changer for clients is the total overhaul of the Business Class cabin. Say goodbye to the old layouts—the upgraded 777 cabins now boast a brilliant 1-2-1 seating configuration. This means direct aisle access for every single passenger, which is a massive selling point for both corporate high-flyers and luxury holidaymakers.
The seats are finished in a lovely cream leather with a posh burr walnut trim and the airline's signature Ghaf tree design. They track smoothly down into a fully flat bed, and come packed with a personal mini-bar, customisable lighting, and a massive 4K ultra-high-definition touchscreen loaded with the award-winning iceentertainment system.
Onboard Vibe & Service
From the moment Sharon stepped on board at Dublin Airport, The legendary Emirates hospitality kicked into gear. Premium passengers are welcomed with a choice of proper chilled champagne (Vueve Clique in Business Class and Don Perignon in First Class) or fresh juices before take-off. It’s important to note here that the Emirates Premium Economy is a seriously good upgrade from traditional economy seats*.
The seriously friendly, competent and multinational cabin crew went above and beyond to make everyone feel looked after. The service hits that perfect sweet spot—super professional and efficient for the business crowd, but warm and genuinely friendly. Before take off, cabin crew set your mattress on your seat for you, opens your pillow and duvet and ensure you have everything you need before take-off, so that everyone feels completely relaxed and comfortable.
Top-Tier Food & Drink
The dining on board is less like standard aeroplane food and more like eating at a top restaurant, with a multi-course menu inspired by regional flavours and international trends.
The Food: Meals are served on fine Royal Doulton bone china with exclusive Robert Welch cutlery. Our menu highlighted great local ingredients, with choices ranging from traditional delicious soup, Arabic mezze and pan-seared salmon starters to brilliant mains like tender beef fillet or spiced local dishes.
The Drinks: Emirates takes its drinks menu very seriously.Business class passengers can tuck into vintage champagnes, premium spirits, and an incredible wine list featuring limited-edition bottles from top estates in Bordeaux, Burgundy, and the New World. There will be more on this in tomorrow’s newsletter.
The Sweet Stuff: Meals finish up with a choice of brilliant desserts, international cheeses, fine port, and luxury chocolates. And yes, I had it all.
The Verdict for Agents
Chatting on the flight, Anita and Filippo made it clear that Emirates' commitment to the Irish market is stronger than ever. With excellent daily flight options, sorting out premium travel to the UAE—or connecting onwards to Australia and Southeast Asia—is an absolute breeze for agents.
The message from the Dublin team is simple: whether your clients are heading off on a hectic business trip or a bucket-list holiday to Dubai, the retrofitted Boeing 777 Business Class ticks every single box for privacy, luxury, and amazing food and with the third daily flight kicking off in December, there is a time to suit any client or connection.
Current Flight times with Emirates from Dublin -
Flight Number | Departure (DUB) | Arrival (DXB) | Flight Duration | Frequency |
EK 162 | 13:10 (1:10 PM) | 00:45 (12:45 AM) +1 day | 7 hours 35 mins | Daily |
EK 164 | 20:50 (8:50 PM) | 08:10 (8:10 AM) +1 day | 7 hours 20 mins | Daily |
From December: Additional Daily Flight: EK 166: Departure (DUB) - 08:25am; Arrival (DXB) - 20:00 (8pm); Flight Duration - 7 hours 35 mins; Frequency - Daily
*What Makes Emirates Premium Economy Good?
Emirates' Premium Economy cabin is designed to feel highly exclusive, borrowing several visual design elements and comfort perks directly from their Business Class cabins.
Upgraded Seats: The seats are finished in anti-stain cream leather with precise stitching and wood panel detailing. They offer a generous 40-inch pitch (compared to the standard 32 inches in economy) and a wider 19.5-inch cushion.
Superior Cradle Recline: The seats feature a deeper 8-inch recline, a 6-way adjustable cushioned headrest, a calf rest, and a footrest, allowing you to stretch out comfortably into a cradle position.
Enhanced Dining: Meals are served on fine chinaware with linen napkins and real silverware. The menu features regional, seasonally inspired dishes alongside upgraded wine and beverage selections.
Premium Entertainment: You get a massive 13.3-inch HD screen (one of the largest in its class) paired with noise-cancelling headphones to enjoy thousands of movies and shows on Emirates' ICE system.
Dedicated Ground Experience: Passengers benefit from a separate check-in area at the airport, meaning shorter queues and a faster transition through to the departures hall.
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