Your Own Private Room … at 40,000 Feet

Oct. 2, 2007 — -- Emirates Airline has fired the latest salvo in the battle for high-paying passengers in first and business class with new interiors for its fleet, including private minisuites and seats sheltered in a privacy pod.

"The first-class cabin should be designed like a private jet," said Tim Clark, president of Dubai-based Emirates. The airline plans to spend about $10 million a plane to reconfigure the interiors of its 100 long-haul jets.

There is a big reward in the competition for premium passengers. Trans-Atlantic and trans-Pacific first- and business-class fares range from $5,000 to $12,000 round trip. The small percentage of passengers paying these fares can account for half a flight's revenue. Emirates and other carriers say demand for premium seats on long-haul flights has grown by 20 percent to 25 percent a year for several years.

American, United, Singapore, Lufthansa, Air France and British Airways have all announced makeovers of its first- and business-class cabins.

But Emirates' makeover is stunning and includes the economy-class cabin.

The first-class minisuites, in honey walnut and leather, have a door that can be closed for complete privacy, creating a small room. The suite includes a wide, flat seat that becomes a bed longer than six feet and includes a massage function. The entertainment system is shown on a 23-inch flat screen. There's a minibar, basket of snacks, a vanity mirror and an extensive gourmet menu; the food is served on demand, whether it is caviar, steak or lobster.

"It's a cabin within a cabin," said Clark. "First-class passengers should have control over their own environment."

In business class, the pod seats recline to a 72-inch-long bed. The pod includes a 17-inch flat screen for playing movies and video.

In economy, there's a 10.6-inch video screen and a newly designed seat that "cradles" the passenger when it is reclined, giving the illusion of more legroom. In fact, the legroom is a standard 32 inches in economy.

Why spend all this money to reconfigure the planes?