UAE developer Emaar said its customer-focused loyalty programme U By Emaar has achieved the remarkable milestone of over 500,000 members, defining its credentials as one the most sought-after and fast-growing rewards programmes in the region.

U By Emaar is a multi-tier loyalty programme designed by Emaar Hospitality Group, the Expo 2020 Dubai Official Hotel & Hospitality Partner, in association with Emaar Entertainment.

Launched in 2016, the distinctively rewarding programme brings unprecedented value for 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.

The half-a-million plus members of U By Emaar include people of more than 190 nationalities, who have together generated over 2 million transactions to date including hotel stays, dining and entertainment.

To celebrate the momentous feat, a celebratory event was held where Olivier Harnisch, CEO of Emaar Hospitality Group, presented a ‘cheque’ for 100,000 Upoints to the 500,000th member, Milind Chopra.

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, said the developer in its statement.

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.

Under this programme, customers get 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.-TradeArabia News Service