Next month, Emirates will roll-out its new hospitality-based strategy, one of the biggest people, process, and product initiative the airline has ever implemented.

The airline created the Emirates Hospitality principles underpinning the strategy over the past two years, in partnership with the Ecole hôtelière de Lausanne (EHL), one of the world’s top hospitality management schools, Emirates announced Monday, May 23.

“Even while managing the immediate challenges of the pandemic during the past two years, Emirates did not hesitate to keep driving forward initiatives to ensure our customers keep ‘flying better’ for the foreseeable future,” according to Chief Operating Officer Adel Al Redha.

“Emirates already has a signature service that makes us unique," he noted.

But their new hospitality strategy will provide their teams with more skills to build stronger, more personalized, and relevant connections with customers at every moment of their journey, the COO maintained.

At its foundation are the principles of simplicity, excellence, innovation, and most importantly, passion.

Already, Emirates has incorporated elements of its new hospitality principles into its soon-to-launch Premium Economy service.

Its cabin crew had been trained to deliver Emirates’ latest inflight experience from food presentation and offering of welcome drinks, to complimentary amenities and other little touches.

Earlier this week, the airline announced it's offering full-service Premium Economy experience for sale in June for customers flying on select routes starting August 1, 2022.

The first batch of Emirates facilitators have already earned their EHL Qualified Learning Facilitator Certification after completing an intensive 2-week program between Dubai and EHL’s main campus in Lausanne earlier this year.

They will be part of the core team involved in deploying the airline’s hospitality learning experience initiatives starting next month.

The airline is setting up an internal Emirates Hospitality Centre of Excellence to engage and co-ordinate the roll-out of the program across the diverse teams at Emirates involved in delivering customer experiences.

This includes cabin crew, airport services employees, contact center teams, catering, inflight products, training, recruitment, sales and marketing, and more.