U by Emaar, Emaar’s lifestyle loyalty programme, has announced a 10-year co-branded partnership with Visa to introduce a premium lifestyle rewards proposition across the UAE, Saudi Arabia and Bahrain.
The collaboration aims
to strengthen loyalty offerings for premium, high-net-worth (HNW) and
ultra-high-net-worth (UHNW) customers across the Gulf Cooperation Council
(GCC), combining Visa’s global payments network and analytics capabilities with
U by Emaar’s hospitality, dining, entertainment, wellness, travel and retail
ecosystem.
At the centre of the
agreement is a co-branded credit card designed to provide customers with
rewards and privileges across participating Emaar destinations, allowing them
to earn and redeem UPoints through integrated payment and loyalty services.
The partnership will
extend beyond conventional credit card rewards, with Visa providing technical
integration with the U by Emaar loyalty programme and app.
Advanced card-linking
technology and application programming interfaces (APIs) will support real-time
points accumulation and redemption across participating Emaar properties and
digital channels.
The programme will
feature a tiered credit card offering tailored to the lifestyle preferences of
affluent customers in the Middle East.
Benefits are expected
to include travel privileges, access to airport lounges worldwide, premium
dining offers, dedicated concierge services and exclusive lifestyle
experiences.
An invite-only tier is
also planned for selected customers, offering enhanced travel, lifestyle and
concierge benefits tailored to high-net-worth individuals.
The partners said the
agreement has been structured for long-term regional scalability, with
opportunities to expand across additional markets by leveraging Visa’s
international network and market expertise.
Visa Consulting &
Analytics will support the programme with data-driven insights aimed at
improving customer acquisition, engagement and overall portfolio performance.
The collaboration
reflects the growing focus on premium loyalty programmes that combine payments
with personalised experiences and exclusive benefits.
By integrating Visa’s
payment infrastructure with Emaar’s portfolio of destinations, the partners aim
to deliver a more connected rewards experience for affluent consumers across
the GCC.
Devendar Agarwal, Visa's CEMEA Head of
Global Clients, Tech Partners and Merchant Business & GCC Acceptance, said:
"Consumers increasingly expect seamless experiences that connect payments,
rewards and everyday lifestyle spending. Through this long-term partnership
with U by Emaar, we are combining Visa's global payments expertise, technology
and analytics capabilities with a leading lifestyle ecosystem to deliver
greater value for premium customers across the GCC. Together, we are creating a
platform designed to deepen customer engagement while supporting the next phase
of loyalty innovation in the region."
Hakan Keskin, Head of Hospitality, Emaar
Hospitality Group added: "Partnering with Visa is a defining milestone in
the evolution of U by Emaar. This is not simply a co-branded card, it is a
holistic, decade-long commitment to delivering the most premium, seamlessly
integrated lifestyle rewards experience in the region. Visa's technology,
analytics, and global network give us the platform to truly serve our most
valued members, and to extend that proposition to HNW and UHNW customers across
the UAE, KSA, and Bahrain." -TradeArabia News Service