Emirates has partnered with and Hapag-Lloyd Cruises and expanded its involvement with the cruise organisation CLIA.
The Hapag-Lloyd partnership was developed to offer travellers combined luxury cruise and air travel experiences in the form of special packages.
Starting from the 2026/2027 season, Emirates and Hapag-Lloyd Cruises will begin collaborating on jointly developing and marketing luxury air/sea packages and campaigns in key markets targeting premium customer segments and upscale trade partners.
Both brands will also work towards establishing dedicated fares and capacity in the form of ‘cruise blocks’ aligned to cruise seasonality and luxury demand profiles; and also align global cruise itineraries with the Emirates’ route network and flight schedules, providing cruise passengers more options to reach their ports of disembarkation across the Indian Ocean Islands, Africa, the Far East and Australia and New Zealand and beyond.
Operationally, the airline and Hapag-Lloyd Cruises will also focus on sharing relevant data and insights to enhance service excellence, explore opportunities to integrate luxury guest services in jointly served destinations, as well as dedicated premium support services at key ports and airports.
Adnan Kazim, Emirates’ Deputy President and CCO, said: “We’re eager to start our partnership with Hapag-Lloyd Cruises and are confident that we have the right approach in place to deliver a premium, consistent and seamless sea-air journey for our cruise customers.
“In Hapag-Lloyd Cruises, we also have a partner that shares our commitment to curating unique and personalised travel experiences for discerning travellers, which is aligned with our efforts to offer our customers high-quality, award-winning service and best-in-class products,” he said.
Corinna Fritsch, Director Flight & Ground Operation Services, Hapag-Lloyd Cruises, added: “We are truly delighted about the upcoming, even closer collaboration with Emirates – as our five ships, named the best in the world by Insight Guides 2025, combine ultimate comfort with a spirit of exploration.
“It is a great privilege to have a partner who shares our deep understanding of luxury and who values the exclusive, personal travel experience in the most remote corners of the world just as much as we do. We’re confident that our well-traveled and discerning guests will truly appreciate this and benefit from the offering,” she said.
Emirates and Hapag-Lloyd Cruises will collaborate on special packages for ‘Europa 2’, ‘HANSEATIC inspiration’, and ‘HANSEATIC spirit’.
Emirates has also strengthened its strategic partnership with Cruise Lines International Association (CLIA) through the extension of its Diamond Elite executive partnership.
With CLIA representing more than 90% of the global ocean cruise fleet, including more than 55 cruise lines, this partnership offers Emirates the opportunity to deepen its engagement with key cruise industry leaders and enhance its visibility in key cruise markets, the airline said.
The collaboration also aligns with the airline’s vision to enhance Dubai’s status as a premier global cruise hub, while capitalising on the sector’s robust growth trajectory.
Kazim said: “The extension of our Diamond Elite Partnership with CLIA comes at the right time for Emirates. The cruise industry has demonstrated remarkable resilience, with robust demand spanning diverse traveller segments, and a healthy performance outlook.
“We will strategically tap into the growth opportunity that the industry presents, especially across CLIA’s expansive business community of executive partners, travel trade members and advisors to boost cruise passenger arrivals through our superior network and premium product proposition.
“Our CLIA executive partnership also reinforces Dubai’s emergence as one of the world’s best cruise destinations. Through collaborative efforts with our partners, Dubai today benefits from an integrated air-land-sea proposition, anchored by world-class maritime infrastructure, iconic tourist attractions, and exceptional air connectivity, and we remain committed to grow its appeal to an expanding base of cruise travellers,” he said.
As a CLIA Diamond Elite Executive Partner, Emirates will have access to exclusive events, while securing premier sponsorship opportunities at key industry gatherings.
The upgraded partnership will also enhance Emirates’ visibility in key cruise markets, and provide access to vital industry research and insights, including passenger demographics and emerging trends.
The airline will also be able to promote its fly/cruise packages and crew movement solutions, complemented by brand positioning across CLIA’s digital platforms.
Last year, Emirates transported nearly 187,000 cruise passengers to Dubai.
