Emirates’ Covid Insurance Is a High-Flying Piece of Brand Marketing—and Not Without Risks

The new benefit covers travelers' medical costs and quarantine measures

Antimicrobial screens at airport check-in
Antimicrobial screens at check-in are already a feature of flying Emirates—and now, so is Covid insurance. Emirates

Since returning to the air last month, Emirates has implemented a dizzying array of measures designed to reassure the traveling public that it’s unlikely to contract Covid-19 on its planes. Its website features a flow sheet detailing infection-prevention measures at nearly every step, including free “hygiene kits” for every passenger, single-use menus on board, lavatory cleaning every 45 minutes, and high-efficiency particulate air filters in the cabin air circulators.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.