In Brief

The Dubai-based airline lets consumers virtually sit in the aircraft seats and go through the minibar on their smartphones before booking on the airline's app, giving consumers better pre-purchase information as well as sense of control over their experience

Emirates Airlines now allows consumers to take a preflight VR tour of their future aircraft. Through the 3D screen, passengers can meander through the aircraft’s first, business and economy class sections as well as through its upscale lounge and shower areas. The VR tool enables viewers to see the most discerning details of their future aircraft, such as the extra legroom and minibar space in the first-class section.

Customers can access this feature on the website or the Emirates app on their mobile devices. Before the selection process, passengers can virtually test out the seats in all cabin sections. They can even flick on and off the lights in the aircraft through the app—an action that is strictly prohibited in commercial fights.

With this new VR feature, Emirates strives to alleviate common travel consumer pain points like bad airline interactions and flight experiences. Senior vice president of corporate communications, marketing and brand (digital) at Emirates, Alex Knigge said in an interview, “We are pleased to be the world’s first airline to introduce this cutting-edge web VR technology, which offers our customers an immersive opportunity to learn more about the fantastic Emirates experience before they step on board.” He continued, “In our usability tests with customers, we found that they particularly appreciated the 3D seat and cabin models when selecting their seats.”

By providing future flyers the ability to experience the aircraft ahead of time, Emirates ensures its customers a more frictionless journey. Now when flying on Emirates airlines, consumers no longer need to dread getting a bad seat for a long flight. While some airlines, such as Dutch airline KLM, provide mobile support to streamline the preflight customer journey, Emirates provides passengers with the ability to actively avoid a bad in-flight experience, ultimately offering them a better sense of control and peace of mind with an on-demand, virtual aid.

Emirates

Emirates Airlines now allows consumers to take a preflight VR tour of their future aircraft. Through the 3D screen, passengers can meander through the aircraft’s first, business and economy class sections as well as through its upscale lounge and shower areas. The VR tool enables viewers to see the most discerning details of their future aircraft, such as the extra legroom and minibar space in the first-class section.

Customers can access this feature on the website or the Emirates app on their mobile devices. Before the selection process, passengers can virtually test out the seats in all cabin sections. They can even flick on and off the lights in the aircraft through the app—an action that is strictly prohibited in commercial fights.