Emirates has unveiled its redesigned Travel Store in Rome, introducing its new global retail concept to Italy as part of the airline’s investment in personalized travel services. The store, located at 12 Via Chopin in Rome’s EUR district, offers travelers direct access to travel consultants who can assist with itinerary planning, flight selection and additional services.
Opened on October 28, 2026, the store is the first in Italy to feature Emirates’ reimagined retail concept. The initiative combines the airline’s digital services with face to face assistance, allowing customers to receive tailored travel advice and support for both personal and business journeys. The development also reflects Emirates’ continued focus on Italy as an important market for international travel and tourism.
Rome Store Introduces Emirates’ New Retail Concept
The opening ceremony was attended by Flavio Ghiringhelli, Emirates’ Vice President of Regional Clusters for Southern and Central Europe, and Marco D’Ilario, the airline’s Manager for Italy. Commercial team members, corporate clients, industry partners and Rome-based Emirates Skywards members also participated in the event.
The redesigned store aims to provide a welcoming environment where customers can receive personalized assistance from Emirates travel professionals. Consultants can help travelers choose itineraries, select suitable travel products and arrange additional services according to their needs. Customers with more complex requirements can also benefit from dedicated appointments with travel consultants.
Personalized Travel Assistance for Leisure and Business Customers
The Rome Travel Store complements Emirates’ digital services by providing direct access to human assistance. The service is particularly intended to support premium cabin travelers, frequent flyers and small and medium-sized enterprises managing their own business travel arrangements. By offering tailored advice, the airline aims to make the planning process more convenient for customers with different travel preferences and requirements.
Emirates Skywards members, who participate in the loyalty program shared by Emirates and flydubai, can also receive assistance at the store. Consultants can explain opportunities to earn and redeem Miles, clarify membership-tier benefits, including Platinum status, and help members understand services that may improve their travel experience. The store therefore serves as both a travel planning centre and a point of support for the airline’s loyalty customers.
Emirates Expands Its Global Travel Retail Network
The Rome opening forms part of Emirates’ wider initiative to refresh and expand its retail presence across key markets. The airline has invested AED 174 million (approximately US$47.4 million) in the program and has already introduced 10 Emirates World Stores and 13 travel retail outlets globally, including the newly redesigned Rome location. The concept focuses on combining expert travel advice, the airline’s brand identity and customer focused service.
The investment is intended to strengthen customer relationships by bringing its services closer to travelers and businesses in local markets. In Rome, the store’s location in the city’s business and financial district supports its role in serving both corporate and individual customers. The initiative also gives travelers another way to engage with the airline beyond its online booking platforms.
Italy Remains a Strategic Market for Emirates
Emirates serves Italy through four gateways: Rome Fiumicino, Milan Malpensa, Venice and Bologna. According to the airline, it currently operates 49 weekly flights between Italy and Dubai, connecting passengers through its Dubai hub to more than 140 destinations across its global network. These connections support travel between Italy and a wide range of international destinations.
The airline also operates a daily nonstop service between Milan Malpensa and New York JFK, extending its connectivity beyond the Dubai hub. The refurbished Rome store adds a customer service facility to this established flight network, giving travelers in the Italian capital direct access to in-person travel support. The store is open Monday to Friday, from 9 a.m. to 5 p.m.
