Multi-tier loyalty programme U By Emaar has reached a remarkable milestone of over 500,000 members making it as one the most sought-after and fast-growing rewards programmes in the Middle East region.

The half-a-million plus members of U By Emaar include people of over 190 nationalities, who have together generated more than two million transactions to date including hotel stays, dining and entertainment. To celebrate the milestone, Olivier Harnisch, CEO of Emaar Hospitality Group, presented a ‘cheque’ for 100,000 Upoints to the 500,000th member, Milind Chopra.

Launched in 2016, the distinctively rewarding programme brings unprecedented value to customers and makes it easy to attain and redeem points. They are assured of rewards and special benefits across more than 55 of Emaar’s award-winning hotel, restaurant, leisure and entertainment brands.

U By Emaar members gain an all-encompassing experience across all of Emaar’s hospitality and entertainment assets. With no membership fees, it has a simple, easy to understand earning system with redemption through Upoints or Upoints and cash. The programme is designed with the guest in mind and benefits are not restricted by blackout dates.

The participating hotel brands in the U By Emaar loyalty programme include all properties under Address Hotels + Resorts, Vida Hotels and Resorts and Rove Hotels. Members can also benefit from dining out at a range of restaurants and lounges at Address Hotels + Resorts, Vida Hotels and Resorts, Arabian Ranches Golf Club, Dubai Polo & Equestrian Club as well as At.mosphere, Burj Khalifa and Sean Connolly at Dubai Opera.

The participating entertainment attractions include all Reel Cinemas, KidZania, Dubai Ice Rink, VR Park, and Dubai Aquarium & Underwater Zoo that are all located within Emaar Malls. Participating spas include The Spa at Address Hotels + Resorts, and The Spa at Dubai Polo & Equestrian Club.

Recently, U By Emaar joined hands with Emirates NBD, a leading bank in the Middle East, and Visa, the world’s leader in digital payments, to create Dubai’s most rewarding card programme, Emirates NBD U By Emaar Visa credit cards, which will allow customers to earn and redeem Upoints at 1,500 Emaar touchpoints across the hotels, restaurants and leisure assets of Emaar Hospitality Group and Emaar Entertainment as well as at Emaar Malls merchants, Dubai Opera, selective Emaar’s community shopping centres, and many more, making it the single largest loyalty programme of its kind in the region.