Emirates, Qatar Airways and Etihad have collectively sunk around $US100 billion ($142 billion) into new aircraft and cabins, and at this year's Arabian Travel Market in Dubai they showed off what all that money bought. The result is a three-way arms race at 39,000 feet that, for once, works in passengers' favour.
Emirates boss Sir Tim Clark argues airlines have ignored economy flyers while chasing suites and onboard bars. His answer is a redesigned economy seat in bold colours with a clever 'U-Dream' headrest that adjusts in every direction, plus motorised recline and a large privacy divider between seats. Emirates' existing premium economy — already arguably the best in the sky — gets Aveda amenity kits and wines up to Chablis Premier Cru and English sparkling.
Etihad is skipping premium economy entirely and instead adding extra-legroom economy rows on new A330neos, while doubling down on first class. New closing-door suites on the A330neo and A321LR come in greys, beiges and greens, with ESPA products, wireless charging and a snack tray. That brings its first-class line-up to five distinct products, led by the three-room Residence on the A380 — with a sixth suite type coming for the 777X and A350.
Qatar Airways is betting on business. The new Qsuite has a dividing wall with a TV that folds away — a first — turning four centre seats into a sociable dining-style space with double beds, plus a lockable drawer for valuables. Newcomer Riyadh Air is snapping at its heels, and its Hafawa lounge in Riyadh, with fine dining and a cigar terrace, may now be the Gulf's best joint business-and-first lounge.
All this investment sits against a shaky backdrop. War in the region spooked travellers early on — including drone strikes on Dubai airport — but loads are now 70-80 percent full and autumn/winter bookings are strong, with most insurers and governments dropping 'no fly' advisories. Many passengers are simply connecting between Europe and Asia without stopping, but the CEOs privately admit renewed hostilities could 'change everything overnight'.
So who's best? The writer's verdict: Qatar Airways for economy (its A380 upper-deck cabin, 56 seats at 2-4-2, is the most civilised around) and business (the Qsuite still leads), Emirates for premium economy and food and drink (three vintages of Dom Perignon with caviar in first), and Etihad for first class, where its sheer choice of suites is unmatched. Upcoming treats include Qatar's possible floor-to-ceiling 'apartment' first class on the 777X and a new Etihad lounge at Heathrow. Travellers are the clear winners here — pick your cabin and choose your carrier accordingly.
