Flying Emirates? Here are new upgrades, perks and offerings for you
Emirates is investing in destination-led tourism, premium ground services, connectivity, customer rewards, and evolving passenger preferences
30 January, 2026
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Emirates is accelerating into 2026 with a sweeping set of initiatives that underscore its ambition to redefine premium travel far beyond the aircraft cabin.
From unveiling the world’s first Ritz-Carlton Lodge deep within Australia’s Greater Blue Mountains, to expanding chauffeur-driven airport transfers in Japan, strengthening connectivity across Africa through new airline partnerships, and enhancing customer loyalty and onboard dining experiences, the Dubai-based airline is reinforcing its positioning as a global leader in integrated, high-end travel, Emirates media reports conveyed.
Read more-Emirates carries 55.6 million passengers in 2025
Taken together, the developments highlight a broader strategy at play: Emirates is investing simultaneously in destination-led tourism, premium ground services, global connectivity, customer rewards, and evolving passenger preferences around wellness and sustainability.
For travellers, investors, and industry watchers alike, the moves point to an airline that sees its future not only in flying passengers between cities, but in shaping the entire journey, from doorstep to destination, and from farm to fork.
Below is a closer look at the key developments that define Emirates’ latest chapter.

1-A world-first luxury play: Emirates and Marriott bring the Ritz-Carlton lodge to Australia
Emirates and Marriott International have signed an agreement to open Emirates Wolgan Valley, a Ritz-Carlton Lodge, marking the first Ritz-Carlton Lodge globally and a significant milestone for luxury tourism in regional New South Wales.
Set within a 7,000-acre conservation reserve in Australia’s Greater Blue Mountains World Heritage area, the 40-key all-inclusive lodge is expected to open in mid-2026. Designed as a purpose-built sanctuary in nature, the property aims to combine refined luxury with minimal environmental impact, drawing on the Ritz-Carlton brand’s service ethos while reflecting the surrounding wilderness.
Since 2006, Emirates has invested $150m Australian Dollars in the Wolgan Valley Resort, including the restoration of historically significant structures such as the original 1832 homestead and the planting of more than one million native trees. The airline is now committing an additional $50m Australian Dollars, in collaboration with Marriott, to transform the property into a flagship Ritz-Carlton Lodge experience.
The lodge will occupy less than two percent of the protected wilderness, offering guests rare access to pristine landscapes, native wildlife including bare-nosed wombats and brush-tailed rock wallabies, and some of the clearest night skies in the world. Guests will arrive via four-wheel drive through the Donkey Steps or by helicopter, reinforcing the sense of exclusivity and immersion.
Beyond tourism, the project is positioned as a regional economic catalyst, with the potential to recreate nearly 150 local jobs and expand opportunities for local suppliers. Emirates has maintained a locally employed workforce even during periods when the property was nonoperational following road closures in 2023.
Sir Tim Clark, president of Emirates Airline, described the lodge as both an extraordinary destination for discerning travellers and a powerful engine for local economic growth, reinforcing Emirates’ long-standing commitment to Australia.
The lodge will complement The Ritz-Carlton’s existing Australian portfolio, which includes properties in Perth and Melbourne.

2-Premium on the ground: Emirates expands chauffeur-drive service in Japan
Emirates is extending its signature chauffeur-drive service in Japan, further elevating the premium ground experience for First Class and Business Class customers.
From February 1, 2026, the service will be available at Narita International Airport, followed by Kansai International Airport from March 1, 2026. These additions complement the existing Chauffeur-Drive offering at Haneda Airport, making Emirates the only international airline to provide such a service across Japan.
The complimentary door-to-door service covers up to 100 kilometres per journey and allows customers to travel seamlessly between the airport and their home, hotel, or office. Coverage includes Tokyo’s 23 wards and surrounding prefectures for Narita, and Osaka City along with parts of Nara, Kyoto, Hyogo, and Osaka prefectures for Kansai.
Any additional mileage beyond the allowance is charged directly to customers, while bookings can be managed through emirates.com or the Emirates contact centre. At Narita, the service is complemented by access to Emirates’ airport lounge in Terminal 2.
The expansion aligns with Emirates’ broader strategy to ensure premium travellers receive consistent service standards on the ground as well as in the air, reinforcing its presence in a key Asia-Pacific market.
For more information on Emirates’ Chauffeur-Drive service, visit here

3-Strengthening African connectivity: Emirates and Air Peace activate interline agreement
Emirates has activated a bilateral interline agreement with Nigeria-based Air Peace, significantly enhancing connectivity between Africa, the UAE, and the UK.
The agreement enables single-ticket travel with through-checked baggage across select routes, expanding access to destinations including Banjul, Dakar, Freetown, and Monrovia via regional hubs. It also deepens connections between Air Peace’s West and Central African network and Emirates’ global hub in Dubai.
For Emirates, the partnership expands its African footprint while supporting tourism and trade in the region. For Air Peace, it offers passengers greater access to international markets, including key UK gateways such as London Heathrow, Gatwick, and Stansted.
Passengers on the Dubai–Lagos route will continue to experience Emirates’ Boeing 777-300ER, featuring First Class cabins, regionally inspired dining, and over 6,500 entertainment channels on the ice system.
Both airlines positioned the agreement as a strategic step toward improving intra-African and global connectivity, reinforcing aviation’s role in economic development.

4- Loyalty as leverage: Emirates Skywards partners with Jet2.com
Emirates Skywards has expanded its UK footprint through a new partnership with Jet2.com, enabling members to redeem Skywards Miles for flights to more than 75 leisure destinations.
Starting from 8,000 Miles, members can book Jet2.com flights across Europe, the Mediterranean, North Africa, and the Canary Islands. Redemptions also extend beyond airfare to include meals, baggage, and seat selection.
The partnership strengthens Skywards’ appeal in its largest global market, the UK, where millions of members can now pair long-haul Emirates journeys with short-haul leisure travel.
Examples include redeeming Miles earned on Emirates flights to Sydney or Dubai for Jet2.com trips to destinations such as Majorca or Salzburg.
With over 37 million members worldwide, Emirates Skywards continues to expand its partner network across airlines, hotels, retail, and lifestyle offerings.

5- From Veganuary to 2027: Emirates reimagines Vegan cuisine
Emirates is shifting its approach to vegan dining, focusing on minimally processed, plant-forward cuisine rooted in global culinary traditions. New dishes currently in development are expected to launch onboard in 2027.
The airline now serves half a million vegan meals annually and offers 488 vegan recipes across 140 destinations, a 60 per cent increase since 2024. Demand continues to grow, particularly on routes to London, Sydney, Bangkok, and Melbourne.
The new philosophy emphasises legumes, grains, vegetables, and seasonal produce, with ingredients sourced in part from Bustanica, the world’s largest hydroponic vertical farm. Vegan options are available across all cabin classes and in Emirates’ lounges, including its flagship facilities at Dubai International Airport.
From Economy to First Class, Emirates is positioning plant-based dining not as a substitute, but as a premium culinary experience aligned with sustainability and wellness trends.



















