U by Emaar Marks 10 Years of Loyalty Innovation and Lifestyle Transformation

U by Emaar, the flagship lifestyle loyalty programme of Emaar, is celebrating its 10-year anniversary, commemorating a decade of growth, innovation, and personalized member experiences across Emaar’s globally recognized destinations.

Launched in 2016, U by Emaar has evolved from a traditional points-based rewards programme into a holistic lifestyle ecosystem that allows members to earn and redeem Upoints across hospitality, dining, entertainment, wellness, fitness, and retail. Over the past decade, the programme has continuously expanded its scope, partnerships, and benefits, shaping a unique value proposition for its growing community.

A Decade of Key Milestones

• 2016 – Launch of U by Emaar: Introduced as a unified loyalty programme rewarding guests across Emaar’s hospitality and lifestyle portfolio in Dubai.

• 2017 – Addition of Rove Hotels: Expanded into lifestyle-driven stays, allowing members to earn and redeem Upoints across the Rove Hotels network.

• 2018 – Co-branded Credit Card with Emirates NBD: Partnered with Emirates NBD to introduce a co-branded credit card, enhancing everyday earning potential and lifestyle benefits. The partnership earned recognition at the Asian Banker International Excellence in Retail Financial Services Awards 2019.

• 2021 – Expansion to Northern Emirates: Extended benefits to resorts such as Address Beach Resort Fujairah and Vida Beach Resort Umm Al Quwain.

• 2023 – Regional Expansion: Entered Saudi Arabia and Bahrain with new destinations including Address Jabal Omar Makkah and Vida Beach Resort Marassi Al Bahrain.

• 2024 – “Money-Can’t-Buy Moments” & Fitness Integration: Introduced experience-led rewards and added “Move” as a fitness and active lifestyle pillar, alongside a refreshed brand identity recognized at the Transform Awards MEA 2025.

• 2025 – International Growth & Digital Transformation: Expanded to Address Istanbul in Türkiye, launched “Shopping Connection,” and migrated its loyalty platform to Salesforce for scalability and personalization.

• 2026 – Tier Refinement: Renamed the entry-level membership to Bronze, enhancing clarity and accessibility.

Celebrating a Decade of Member Loyalty

To commemorate its 10th anniversary, U by Emaar hosted a members-only celebration event honoring long-term members who have been with the programme since its inception. In addition, a social engagement campaign will reward 10 winners with 10,000 Upoints each, celebrating the loyalty and participation of the member community.

Looking Ahead

Entering its second decade, U by Emaar aims to further strengthen its lifestyle ecosystem through continued innovation, strategic partnerships, and deeper member engagement across Emaar’s destinations. The programme will continue to evolve with new digital capabilities, exclusive experiences, and integrated benefits designed to enhance value across hospitality, dining, wellness, fitness, and retail.