Focus on smart tech and immersive experiences as Emirates opens experiential Travel Store in London — Retail Technology Innovation Hub (2024)

International airline, Emirates, this week officially opened the doors to its newly designed ‘Emirates World’ Travel Store in London. The dedicated retail space is the first to open in Europe and latest in a planned roll-out of 40 stores globally.

Located on Cromwell Road in London’s South Kensington, it combines smart technology, expert personal travel advice, and immersive experiences.

Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, says: “When customers book a flight or holiday, it’s not just a financial transaction, it’s an emotional one, and we’ll be doubling down to deliver a memorable visit for our customers through personalised experiences and immersive displays showcasing the best of our in-flight products.”

“Emirates’ London Travel Store is a testament to our enduring commitment to the UK, a market that has been pivotal to us since our first UK flight 37 years ago. We look forward to welcoming customers and delivering on our ‘Fly Better’ promise as we bring the Emirates brand to life.”

The store will offer customers a flavour of the airline’s travel experience, including its first class private suite, a full sized A380 onboard lounge and premium economy seat on display.

With 270 square metres of space, the retail store has an open plan, lounge like environment, with a light and airy colour palette and modern furniture for customers to make travel arrangements in comfort.

Seven dedicated customer service counters are available to cater for flight reservations, ticketing, and general enquiries, all staffed by expert travel consultants to offer personalised assistance – whether it’s booking a flight, holiday, or handling Skywards loyalty programme enquiries.

Customers can also use smart technology like self-service screens supported by travel consultants or a ‘selfie mirror’ to snap pictures with friends and family against scenic destination backdrops.

The store also features a variety ofEmirates Official Storemerchandise and travel accessories, whether customers want to buy aircraft models, handy travel gadgets, or Emirates branded Wimbledon 2024 towels.

Emirates Holidays, the tour operating arm of Emirates Airline, has also opened the doors to its new store located in the Cottons Centre. Customers will be welcomed by a team of 45 travel consultants offering advice, personalised holiday packages and exclusive offers.

Emirates currently serves the UK with 133 weekly flights to Dubai, connecting the UK via seven airports with 140 destinations around the world. In London, it operates from Heathrow, Gatwick, and Stansted, carrying more than 45,000 passengers to and from the UK capital every week.

2024 RTIH INNOVATION AWARDS

Physical stores are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.