Emirates Unveils Next-Generation Global Lounge Concept: Lovely & Overdue!

Emirates Airline has just unveiled its next-generation global lounge concept, which we can expect to be introduced at more lounges as time goes on. While Emirates is a high quality airline, the carrier’s global lounge network has always left a little to be desired, in my opinion, so I’m delighted to see these changes. I’ve written in the past about my disappointment with Emirates’ outstation lounges, and the airline addressed every one of my criticisms… except one.

Emirates updating lounge concept with new design & amenities

Emirates loves to control its passenger experience as much as possible, and as a result, the airline operates a larger lounge network of lounges at foreign airports than any other airline. The airline even operates lounges in some airports that only have once daily flights, which represents a massive investment.

Anyway, Emirates’ new lounge design concept is debuting in Frankfurt (FRA) and Munich (MUC), and those lounges serve as a blueprint for the new brand standard concept going forward. After that, we’re expected to see the concept rolled out in Manchester (MAN) in July, in Mauritius (MRU) in August, and in Istanbul (IST) in October.

With these updates, we’re seeing the lounge aesthetics change greatly, to reflect Emirates’ latest cabin interiors. Emirates has moved away from its “1990s Las Vegas casino chic bling” design to something a bit more understated, and we’re going to see that in lounges as well. Here’s how the airline describes that:

Inspired by the elegant palette of Emirates’ cabin interiors and the flagship lounges of Dubai, customers will benefit from more than 50 design enhancements, including distinct zones for relaxation, work, socialising and dining. The new signature lounges display an unmistakably Emirates aesthetic, with discreetly integrated lighting, herringbone floors throughout, accents of marble and gold, and the signature backlit Emirates Ghaf Tree motif – a nod to UAE culture highlighting the national tree.

In terms of changes to the guest experience, what all should we expect?

• When it comes to dining, updated Emirates lounges will feature live cooking stations with a la minute dishes, a special “Made In” area highlighting the best of local cuisine, and a dedicated bread oven where pizzas, flatbreads, and manakeesh, will be prepared
• In addition to the current beverage offerings, we’re going to see a new barista bar concept, along with a dedicated mixologist offering locally inspired cocktails, mocktails, and more
• Lounges will increasingly have more clearly defined zones, including areas for working and productivity, areas for dining, and areas for relaxing
• We’re also going to finally see power access at every seat and wireless charging, which you’d think would already be a standard, but it hasn’t been
• Emirates lounges will get updated shower suites, as well as quiet zone relaxation areas, featuring plush seating, soft lighting, and sleep amenities like blankets, eye masks, and ear plugs

Emirates has so far shared pictures of the new lounge in Munich, which you can find below.

Emirates nailed it with these changes, with one exception

In the past, I’ve often written about my confusion with Emirates’ outstation lounges. The airline invests a massive amount of money in these and really doesn’t monetize them (in terms of opening them up to those on other airlines, extending hours to open them up to Priority Pass, etc.).

Of course these lounges have been better than the typical Priority Pass or contract lounges, but that’s about all I could say. It just seems like if you’re going to invest so much money in these lounges, they should have a “wow” factor, like Qatar Airways’ out station lounges.

These lounges generally had a lot of (uninspiring) seating, and buffets with a solid selection of food. But beyond that, these lounges have been really underwhelming, in my opinion. The airline had a high end liquor selection, but then didn’t have a bartender. There was no barista coffee. The food just felt the same everywhere, with no effort made to make dining experiential. The showers were typically terrible, and were just little rooms with no toilets or sinks, inside the gender segregated restrooms.

So I have to give Emirates credit, as these changes look excellent. I think the new design aesthetic looks beautiful, and it’s distinctly Emirates while being less gaudy and more modernized. The food and drink selection seems massively improved. I love the concept of zones for relaxation, and improved shower suites. Emirates really listened to feedback here, so great job.

There’s only one thing here that I’m sort of disappointed by — why can’t Emirates add a small, separate first class section in these lounges? Emirates has by far the world’s largest first class network, so it really doesn’t seem complicated to add a separate room with improved dining, a higher end selection of alcohol, etc. This seems like an easy way to differentiate the first class experience, but it seems like that’s not happening.

Bottom line

Emirates has just unveiled an all-new lounge concept, which will over time be introduced at outstation lounges around the globe. It’s impressive how many lounges Emirates has, though I think there have been some easy misses in terms of really elevating the guest experience.

With this redesign, we’re seeing them greatly modernized, which is overdue. Beyond that, though, we’re seeing some really fantastic changes, ranging from the introduction of bartender drinks and barista coffee, to live cooking stations and a la minute dining, to dedicated rest areas, to better shower suites. These are all great changes… I just wish we’d also see a dedicated first class section!

What do you make of Emirates’ updated lounge concept?