Emirates Airline has raised the stakes in the fiercely-contested premium traveller segment with the launch of its new generation lie-flat Business Class seats today.

Passengers flying Emirates' new Boeing 777-300ER between Dubai and London Gatwick were the first to sample this new Business Class offering. By year's end, another six Emirates jets will be operating with this new Business Class product.

All of Emirates' new long-range Boeing 777 aircraft on order will be fitted with lie-flat seats in Business Class, and the airline will also retrofit its current fleet of twelve 777-300 aircraft by early 2008.

Tim Clark, president Emirates Airline said: "Our premium customers enjoy complimentary chauffeur drive service, dedicated lounge facilities at major hub airports worldwide, and unmatched inflight entertainment and service onboard a young and modern fleet. The new Business Class seats we are introducing on our Boeing fleet, together with our flat-bed 'SkyCruiser' privacy seats in First Class, will strengthen Emirates' appeal to premium travellers seeking that extra luxury and comfort, particularly on long-haul flights."

Emirates' new business class will offer the latest in inflight amenities and comfort, with the lie-flat seat boasting an in-seat massage function, large privacy dividers, and handheld controls. Like fellow travellers onboard, business class passengers can enjoy more than 600 channels of entertainment from the airline's industry-leading 'ice' (Information, Communication, Entertainment) system, and that too on a generous 19-inch screen.

Dubai-based Emirates currently operates a fleet of 95 modern jets to over 80 cities in 57 countries. The fast-growing airline receives delivery of one new wide-bodied aircraft per month on average, and has announced plans to start services to Beijing, Tunis and Bangalore in the coming months.

Emirates currently operates four flights weekly from Malta to Dubai via Larnaca, Cyprus, on Monday, Wednesday, Friday and Sunday on A330-200.