Emirates spotlights US$5 billion fleet retrofit in new campaign

Emirates has launched a new campaign video titled ‘DIY Dubai’ to highlight its US$5 billion retrofit programme, with upgraded Boeing 777 aircraft already operating across 40 destinations as part of the 219-aircraft rollout.

 

 The video adopts a TV gameshow format, following a fictional Emirates captain and his family choosing to refurbish a Boeing 777 aircraft instead of their home. The retrofit includes a full cabin overhaul, with new seating across all classes, updated interiors and enhancements to onboard systems. The campaign will roll out globally from May 2026.

 

 

Till date, Emirates has completed upgrades on 94 aircraft, with a further 125 scheduled. Retrofitted Boeing 777-300ER and 777-200LR aircraft are now operating across key markets including Athens, Barcelona, Brussels, Chicago, Frankfurt, Hong Kong, Kuala Lumpur, London, Madrid, Melbourne, Mumbai, Newark, Riyadh, Seoul, Shanghai, Tokyo and Vienna, with further 10 destinations expected to follow.

 

Premium Economy is being introduced across the fleet, alongside upgrades to Business Class and Economy Class seating, including increased storage, improved in-seat charging and revised cabin layouts. First Class suites continue to feature enclosed private cabins, with updated Bowers & Wilkins headphones.

 

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Additional upgrades include the planned installation of 4K seatback screens on selected aircraft from October 2026, alongside broader improvements to inflight entertainment and onboard systems.

 

Emirates has introduced free high-speed Starlink WiFi on its Airbus A380 fleet, enabling passengers to stream content, browse and work across all cabin classes. In recent weeks, the airline also rolled out additional passenger support measures, including flexible rebooking options allowing changes within 72 hours of departure following earlier flight disruptions, as well as a pet relocation service for outbound bookings from the UAE.

For more information, visit www.emirates.com