Emirates chairman Sheikh Ahmed has revealed he tested the airline's new 17-hour flight to Auckland - in economy.
Speaking at the World Government Summit in Dubai, Sheikh Ahmed said: "I have tried it [the new route] - 17-18 hours in economy."
He added that he does not mind the prospect of flying in the back of the plane, because he "likes to be close to the people".
Emirates launches commercial flights to Auckland in two weeks' time, and its second 'ultra long haul' service, to Panama, launches at the end of March.
At between 17 and 18 hours long, the planned new services will be among the longest direct flights offered by any airline in the world.
But Sheikh Ahmed said: "We did not plan these flights to get more publicity - it was to make money. We want to service these hubs and our [geographical] location means we can."
The chairman and CEO also revealed that Emirates is planning an exciting new in-flight innovation expected to launch either by the end of this year or beginning of next. He declined to comment further. The airline was the first to introduce in-flight showers in first class when it was introduced in 2008.