Emirates has announced a programme offering complimentary at-home check-in for first-class passengers. HNWIs are looking to streamline their lifestyles and save time wherever they can, and brands are responding by offering a personal touch to smooth the edges off of long-haul travel.

Although private air travel is typically associated with the ultra-wealthy, research suggests that middle-income Americans are showing an interest. Some are looking to go private to avoid common pain points, from lost baggage to delays, while others are simply embracing the convenience.

Despite record-high airfares, after two years of going nowhere fast, Americans finally feel safe to fly again. But with both the concept of business travel and the profile of business travelers having changed since the pandemic, airlines are having to rethink the traditional class system of the sky.

With pandemic-strengthened values of sustainability and community, US travelers are seeking eco-oriented vacations, looking to support local economies and slow down the pace of their adventures to enjoy the journey as much as the destination. What can brands do to cater to these ethical explorers?