Emirates airline has announced the launch of a new delivery service aimed at “very important parcels,” initially available to VIP customers in seven markets. The airline teased the service with an image showing an Emirates A350 aircraft landing in a residential area, where a flight attendant would deliver parcels directly to customers’ doorsteps.

Given the timing of the announcement on April 1, there are questions about whether this could be an April Fool’s Day prank, a tradition for the airline. However, Emirates emphasized that this service is designed to break conventional commercial airline service models, aiming to provide the same high level of attention and care that has earned it global recognition.

The airline stated that the service was co-developed with key customers and has already received positive feedback during proof-of-concept trials. Emirates plans to scale the service and introduce it across its global network, reflecting its commitment to innovation in the delivery of VIP services.

Despite the airline’s history of playful April 1 announcements, such as a fictional 380-storey Emirates Residences tower and a non-existent ultra-luxurious cruise liner, the current service announcement appears to be serious. Emirates has promised to share more details about the new delivery service soon.