On December 1, 2017, Emirates launched its inaugural flight featuring its “Game Changer” first class. The offering is remarkable, and I consider it to be among the top first class experiences globally.
In just a few months, we will commemorate the nine-year anniversary of the airline’s unveiling of its “new” first class. However, there’s one issue — these seats are currently found on merely nine Emirates planes. Nine. For those who struggle with numbers, let me break it down… that amounts to rolling it out on one aircraft each year.
I want to discuss this a bit because I think we might not criticize the airline enough for this, especially considering its stellar reputation. We often joke about how long Lufthansa takes to implement Allegris, yet that seems lightning fast in comparison to Emirates. Recently, Emirates has introduced its second new premium economy seat in a few years, while it’s “crickets” for the new first class.
What’s the situation here, how does the airline manage to do this, and why isn’t the Dubai-based giant equipping more planes with this product?!
Why Emirates’ “Game Changer” first class is exclusive to nine planes
Emirates has not retrofitted any aircraft with its “Game Changer” first class. Instead, the last nine Boeing 777-300ERs the airline received — in late 2017 and 2018 — all have this product installed from delivery. So the planes arrived already equipped with these cabins.
At first, the strategy seemed sound, as Emirates was scheduled to begin receiving new Boeing 777Xs in 2020, which would subsequently include the new first class. Hence, there was a sort of ongoing plan for all new delivery 777s to feature this product.
However, that’s not what transpired. Naturally, the 777X has faced numerous, ongoing delays, with the latest timeline suggesting the first 777X may be delivered in 2027 (which could easily be postponed again, as has happened repeatedly before). Emirates is more dependent on the 777X than any other carrier, having 270 of these jets on order, with a long-term goal of replacing the Airbus A380 (once they are retired).
Now, had Emirates chosen not to retrofit its existing 777s, the lack of the new first class rollout might not draw much criticism. But Emirates has been aggressively retrofitting these planes, introducing a new business class product, adding a premium economy cabin, and so forth.
As the airline updates those 777s, it’s merely refreshing the current first class with a new color palette and technology, while retaining the same “structure.” In other words, the airline is deliberately not installing its new “Game Changer” first class on these planes.
What are Emirates leaders contemplating with this rollout?
Why is Emirates choosing not to install its new first class product on the retrofitted 777s? The brief answer is “because they can.” This boils down to two main factors:
– First class airplane seats are incredibly costly (we’re talking mid-six figures each), making cabin installation a significant investment.
– Additionally, the new first class occupies more floor space; the first class cabin that originally housed eight of the older first class suites can now only fit six of the new first class suites.
Thus, it’s not too challenging to understand the rationale, as a company would prefer not to invest heavily in a new product only to see revenue decline. Now, let me clarify, I’m not giving Emirates management a free ride here.
Emirates executives are exceptionally astute. It’s one of the most efficiently operated airlines worldwide, and President Tim Clark knows precisely what he’s doing (not that I agree with him at all times, but he’s highly methodical).
The reality is that Emirates’ former first class suites remain outstanding, significantly better than business class (so they aren’t diminishing demand), and Emirates dedicates substantial resources to the soft product, both in impactful ways and in ways that generate attention (such as unlimited caviar, the finest alcohol selection worldwide, etc.).
What bothers me is that I wouldn’t fault Emirates management if the airline had simply opted not to introduce this first class product initially until the 777Xs were operational. What frustrates me about the rollout is that the airline did decide to offer this cabin on 777s, continues to heavily promote it, and then fails to actually make the investment to implement it extensively.
I am fully convinced Emirates intended to execute this rollout.