Also, if you add that to the fact that probably more than 50% of the pax using this service aren't Americans then it makes even more sense for the limo company to have worked out a gratuity-inclusive deal for the drivers...
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Well, if you think about it, there are three options:
You could call the Emirates office in New York and ask them (or wherever you booked your ticket) if tip is included. Or ask them the name of the service company and then ask them.
You could part with $10 (x2) to tip your driver.
You do nothing. No tip, no sweat.
Although this is unsolicited, if you were to ask me what I would recommend, I would call Emirates, see if their tip is included. If it is, I would tell the driver upon pick up that you were told his tip was included and that you are carrying no cash on you (even if it is a fib). If their tip isn't included, I would part with $20 ($10x2, there and back) and chalk it up to being one of those who appreciates others serving him.
EK uses Boston Coach. I just arranged a complimentary pickup for a friend in NY to JFK. Total last minute (like 5 hours before the flight). EK did it, but they said you're supposed to give them 24+ hours notice. I couldn't swing the free dinner at the Ritz deal. They were pretty adamant about needing 48-72 hours notice for that offer.
Just used the limo service a couple of days ago from LHR to Exeter (~ 3 hr ride). I was pondering over the same tipping question. My driver was very nice and had no problem with the long drive. I gave him ten pounds (mostly because I didn't have a five pound note on me). Seeing as it cost me twenty-one pounds to take the National Express bus back to LHR today, the tip was not really that big a deal. I also think he appreciated it very much.
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Just because something is paid for on your behalf doesn't mean you shouldn't tip.
Example: If a friend of mine is the executive chef at a restaurant, and he buys me a round of drinks, I should still tip the waiter the normal tip for these drinks as the waiter still went from Point A - B with them and would have earned that money if I were paying.
The Boston Coach driver picking you up would normally be carrying someone that called for a car, so he would be tipped.
I would play it safe and tip. Afterall, you are getting a free limo ride, so you are ahead of the game anyway.