Unprecedented $8M Investment Into Luxury Training: Emirates Unveils New Center in Dubai

Emirates Launches New Luxury Training Center.

Emirates, the world's “most valuable airline brand”, and the Middle East's most valuable brand according to valuation consultancy Brand Finance, has opened a Center of Excellence in Dubai. 

The state-of-the-art facility is designed to enhance training for approximately 25,000 flight attendants and elevate the in-flight service experience to new heights. Over 10,000 attendants will undergo training at the $8 million center this year alone.

Center Facilities:

- Restaurant and hospitality hall for 170 diners

- Professional kitchens for experimental cooking and culinary styling

- 8 smart classrooms with advanced technologies

- Wine tasting area and unique workshops

The Pinnacle of Luxury for Emirates Flight Attendants / Photo: Emirates

Michelin Standards

The training sessions will be inspired by Michelin-starred restaurants and conducted in collaboration with EHL, the prestigious Swiss hospitality school. The focus will be on the four pillars Emirates is known for: Excellence, Attention, Innovation, and Passion.

Attendants will undergo courses in the 'Art of Service', combining advanced serving techniques with soft skills such as communication, listening, and emotional intelligence.

The Pinnacle of Luxury for Emirates Flight Attendants / Photo: Emirates

Experience from Within

The uniqueness of the center is represented by the fact that attendants will gain hands-on experience as part of the training by dining in the center's restaurant, where they will enjoy four-course gourmet meals served by the senior training team, and experience the service precisely as passengers would on a flight.

Additionally, in a dedicated kitchen that simulates both a restaurant and an airplane galley, they will learn the art of plating and creating dishes that resemble works of art.

The Pinnacle of Luxury for Emirates Flight Attendants / Photo: Emirates

Investing in the Company's Frontline Team

Thomas Ney, Vice President of Service Operations at Emirates: "We have invested in the highest levels of training to empower our flight attendants, enabling them to create unforgettable moments for passengers. This is how we ensure truly global service."

Currently, Emirates employs nearly 25,000 flight attendants from 140 countries, speaking over 70 languages.

The new center joins the Crew Zone that opened earlier this year at the company's headquarters in Dubai. The center is a 24/7 space for attendants, including workshops, wellness areas, a beauty salon, and learning zones.