There is a new arrival emerging in Dubai’s loyalty program scene, and it promises to bring an “all-encompassing” customer experience to people who wish to engage in a wide range of travel, hospitality and entertainment-based activities. It’s called “U By Emmar,” and the flexibility it promises should make it a powerful player.
Along with help from Emaar Entertainment, U By Emaar is designed by the Emaar Hospitality Group and it will bring a unique, customer-centric and lucrative rewards platform to guests when they book, dine or enjoy any entertainment events offered across Emaar 's diverse array of locations and properties.
While based in Dubai, U By Emaar also offers members benefits at any of the Emaar Hospitality Group’s properties worldwide, and redeeming these benefits is easy. After enrolling at any branded hotel or through the program’s online portal, members instantly begin earning Upoints after completing any applicable transaction or activity.
One Upoint is earned for every one dirham spent at hotels and restaurants and two dirhams are earned for every one spent at entertainment events. Furthermore, these points can be redeemed with no blackout dates.
"U By Emaar is our thank you gesture to the valued patrons of our hospitality assets and entertainment attractions that are today among the most sought-after in the city,” said Khalid Dalil, Head of Customer Relationship Management at Emaar Properties. “An innovative rewards program, it assures incredible benefits to our guests. With U By Emaar , we are creating a distinct experience that combines our hotels and entertainment attractions that will strengthen guest loyalty and also drive our business growth."
A big part of U By Emaar’s advantage is also the flexibility it brings. Members can use their points to match and engage with the type of lifestyle they seek at numerous properties. These properties include The Address Hotels + 
Resorts, Vida Hotels and Resorts, the distinguished Emaar Leisure Clubs, the Arabian Ranches Golf Club, Dubai Polo & Equestrian Club, Dubai Marina Yacht Club and more.
Outside of these hospitality and dining options, the Reel Cinemas, KidZania®, SEGA Republic, Dubai Ice Rink, Dubai Aquarium & Underwater Zoo and Njoi comprise some of the entertainment venues that allow members to earn and redeem points.
"U By Emaar is the only loyalty program in the market today that combines stays, dining and entertainment attractions,” said Chris Newman, Corporate Director of Operations at Emaar Hospitality Group. “It means whether you are a frequent visitor or a resident, you will be recognized and rewarded at all participating hotels under The Address Hotels + Resorts and Vida Hotels and Resorts as well as our restaurants, leisure clubs and entertainment attractions. The program highlights our commitment to delivering tangible value to our guests through a hassle-free rewards program."