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Brand Partnership Strategy
Project type
Brand Partnership
Date
March, 2026
Location
Dubai International Airport, Dubai
Brands
Aman Resorts | Emirates Airlines
Context
Design a transit wellness sanctuary inside the Emirates First Class Lounge at DXB that fuses Aman’s sanctuary philosophy with Emirates’ premium network and guest profile.
The Approach
Secondary trend and competitor analysis followed by four expert interviews, two focus groups and a quantitative survey with Emirates‑relevant premium travelers.
The Outcome
A dual‑access 1,600 sq ft concept with defined service journey, brand integration, validated pricing, and a phased multi‑hub expansion roadmap.
M.A Capstone Project:
Emirates x Aman – Aman Aero Suites ( Powered by Emirates)
Aman Aero Suites is a transit wellness sanctuary that embeds Aman’s 37-year sanctuary philosophy inside Emirates’ First-Class Lounge at (DXB)Dubai International Airport. The concept pairs two category leaders, Aman Resorts, the world’s most wellness-integrated ultra-luxury hospitality brand, with Emirates, the airline serving 95M+ passengers through the world’s busiest international hub. Wellness tourism is projected to reach $2.05T by 2035, yet no airline currently owns the sanctuary-grade lounge space premium travelers now demand. DXB - where lounge overcrowding hits 200% at peak departure banks, and Aman is opening its Dubai flagship by 2028- is the strategic launchpad. For Emirates, the suite answers Qatar Airways’ Dior partnership and Hamad Airport’s integrated wellness center with a category-defining countermove.
For Aman, it unlocks a growing aviation market - a $20.5 T travel ecosystem the brand has never entered, while building awareness ahead of its largest Middle East real estate expansion - Aman Residence & Resort in Dubai.
RAMYA NARAYANAN
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