I recently returned from S Africa. It certainly appeared Emirates and Ethihad had the bulk of the business. Several of the relatives made trips while I was there to Europe and one to China. I think all flew Emirates—even though they were going to Europe. Much longer flight but lower price and better accomadations than BA.
I flew Emirates Business shortly after they started the direct flights from DFW to Dubai. The FAs really were exceptional. The lounge in Dubai blew my mind. I would say the only exceptional American Airlines flight I had was a first class (thank you miles) Honolulu. Still not on par with Emirates