Alshaya Group, a retail franchise operator, and Hilton have formed a strategic partnership linking their loyalty programmes, Aura and Hilton Honors, to enhance customer experiences across retail, dining, and travel in the GCC.

The collaboration reflects shared consumer lifestyles where members frequently move between shopping, eating, and hospitality, creating a seamless rewards ecosystem across daily activities.

The partnership introduces a two-way status match, allowing eligible Aura members in the UAE, Saudi Arabia, Kuwait, Qatar, and Bahrain to fast-track Hilton Honors Silver or Gold status using a one-time code.

Members can also access a limited-time offer including 20% savings on stays with breakfast included, plus double Hilton Honors Points at participating hotels across the Middle East, North Africa, and Indian Ocean region.

In return, Hilton Honors members can use a one-time code to unlock Aura Star or VIP tiers, gaining immediate access to premium retail and dining rewards across more than 50 Alshaya brands, including H&M, American Eagle, Victoria’s Secret, P.F. Chang’s, Shake Shack, Raising Cane’s, Ulta Beauty, and Bath & Body Works.

These enhanced tiers also provide accelerated points earning, early sale access, free delivery, and exclusive invitations.

Guy Hutchinson, President, Middle East & Africa, Hilton, said, “We are proud to build on our longstanding relationship with Alshaya Group, uniting its market-leading retail and dining portfolio with Hilton’s extensive hospitality network. With more than 9,200 hotels worldwide, we look forward to welcoming Aura members and providing the memorable stays and signature hospitality that Hilton is globally known for.”

John Hadden Chief Executive Officer, Alshaya Group, said, “This partnership with Hilton is a significant step in expanding Aura’s value for our members. By launching with a two-way status match and an exclusive offer for Aura members, we are recognising customers for their loyalty and giving them access to elevated benefits when they travel - further extending Aura’s role within our customers’ everyday lives.”

Launched in 2022, Aura has grown rapidly to over 8 million members, with more than 7 million app downloads and an 80% redemption rate.

It has also been recognised multiple times at the International Loyalty Awards as the Best International Loyalty Programme in the Middle East, reinforcing its strong regional position. -TradeArabia News Service