Emirates opens first retail store in Singapore, with carrier expecting higher air traffic

SINGAPORE - Dubai-based airline Emirates on May 6 opened its first retail store in Singapore, where customers can experience its first-class suite and be assisted with services like ticket purchases or upgrades.

The Emirates World store, which spans over 330 sq m, is located at Odeon 333, across the street from Raffles Hotel.

This comes as Emirates said it has flown more than 800,000 passengers between Singapore and Dubai in 2024, with the airline expecting the numbers to grow.

Mr Adnan Kazim, Emirates’ deputy president and chief commercial officer, who inaugurated the opening of the store, said: “Singapore has always been a cornerstone of Emirates’ operations in South-east Asia... We look forward to welcoming customers into this new home and continuing to grow in Singapore in the years ahead.”

He noted that “many companies are moving away from interaction and connection with people, and it’s important that we create that link with our... passengers”, adding that the retail store is an important component of Emirates’ aim to connect with its customers.

Customers can receive expert advice on travel planning from the store’s consultants. The store also features interactive displays to let visitors have a taste of the airline’s in-flight experience, including an experiential First Class Suite installation where they can check out the plush leather seating and sliding privacy doors.

Travellers value in-person retail experiences, particularly for travel, said Emirates in a statement on May 6. The store “offers a human touch to booking, allowing visitors to receive personalised travel recommendations, access exclusive fare deals, and explore Emirates’ best-in-class products up close”, the airline said.

The store is part of a 100 million dirham (S$35 million) investment with a three-year plan, under which Emirates is mapping more than 40 retail stores by 2028 in places including the United States, Europe and Asia.

“We don’t just want to offer our customers air tickets, we also want to offer holiday packages and upgrades to their tickets – it’s a more interactive experience that we want to provide,” said Mr Kazim.

Those who visit the store can also explore smart technology experiences such as the “selfie mirror”, which snaps pictures of travellers against scenic destination backdrops. The store also showcases a wide range of Emirates’ upcycled products, such as bags, document holders and travel pouches.

Emirates operates four daily flights from Singapore to Dubai and beyond, as well as one daily flight to Phnom Penh, Cambodia. In the airline’s first full year of operations in Singapore in 1990, it flew more than 12,500 passengers between the Republic and Dubai.

Emirates is one of the two flag carriers of the United Arab Emirates, with the other being Abu Dhabi-based Etihad Airways.