Emirates Airlines is continuing to enhance its strategy to redefine the travel retail experience with the launch of the “Emirates World” store in Abidjan, raising the total number of “Emirates World” outlets to ten, in addition to nine travel stores worldwide.
The airline has invested 174 million dirhams (approximately 47.4 million dollars) to expand its presence in this sector and plans to build on this momentum by introducing 29 new travel concepts by 2026, bringing the total number of stores to 48 by the end of that year.
The “Emirates World” stores offer a comprehensive experience that combines personalized service with expert assistance, showcasing a selection of the airline’s iconic in-flight products, supported by the latest interactive technologies. These stores provide a modern and welcoming environment in key cities within Emirates’ network, bringing the brand closer to customers and meeting their needs.
Since 2024, the airline’s travel stores have attracted over 1.4 million visitors, reflecting their appeal and increasing role in travel planning.
Integrated Platform
According to Adnan Kazim, Vice President and Chief Commercial Operations Officer at Emirates, “The global expansion of the ‘Emirates World’ concept is a crucial part of our strategy to reshape the travel experience and enhance our direct engagement with customers before their journeys. These stores provide an integrated platform that allows customers and partners to closely explore our products and services, discover the latest technologies, and benefit from the expertise of our consultants in planning their trips efficiently and smoothly.” He added, “With the opening of more travel stores in major cities worldwide this year, we continue to invest in spaces that reflect our high standards of service and quality, enabling our customers to fully benefit from the comprehensive Emirates system and experience the essence of ‘Always Exceptional’ travel.”
The first “Emirates World” store opened in November 2022, covering an area of 3,000 square feet, showcasing the airline’s distinguished products and the latest interactive technologies in one of Dubai’s most vibrant neighborhoods, Jumeirah. This flagship store in Dubai served as the model from which the airline’s global expansion strategy launched. Additionally, the “Emirates World” stores offer self-service kiosks and digital touchpoints to facilitate transactions, along with interactive features like a selfie mirror that provides visitors with inspiration and the chance to take memorable photos against stunning destination backdrops.
Each store location features a curated selection of exclusive Emirates-branded products, along with luxury travel accessories inspired by various destinations to meet the needs of customers seeking uniqueness. For instance, the London store offers products and accessories inspired by Emirates’ local sponsorship portfolio, such as Wimbledon, the Great Britain sailing team, and Arsenal Football Club.