A major trend in loyalty today is the strategic use of partnerships to enhance loyalty offerings. If a brand knows its customers, it can use a partnership to offer enticing rewards from another brand to keep them engaged. Now, we’re seeing a bank and an airline unite to reward consumers.
Chase Card Services, a division of JPMorgan Chase Bank, and Emirates are bringing international destinations closer for cardmembers with the addition of Emirates Skywards as the latest Chase Ultimate Rewards points transfer partner. Eligible Chase credit cardmembers can transfer Ultimate Rewards points at one-to-one value to Emirates Skywards, the loyalty program of Emirates and flydubai. Chase cardmembers can now transfer points to a total of 13 airline and hotel loyalty programs through Ultimate Rewards, reaching thousands of destinations worldwide.
“Our cardmembers value choices when redeeming points, and we are excited to work with Emirates to provide another great option for getting the most out of their card rewards,” says Ed Olebe, Head of Ultimate Rewards and Loyalty Solutions at Chase. “Through Emirates Skywards, Ultimate Rewards points can be Chase cardmembers’ ticket to even more destinations across 85 countries, worldwide.”
Chase Sapphire Reserve, Chase Sapphire Preferred, and Ink Business Preferred cardmembers can transfer Ultimate Rewards points to their Emirates Skywards account in increments of 1,000 at full one-to-one value, meaning one Chase Ultimate Rewards point is equal to one Skywards Mile. Skywards Miles can be redeemed for a wide range of rewards, including booking flights and luxurious hotels, as well as excursions, cultural events, and exclusive shopping opportunities.
Dr Nejib Ben Khedher, Divisional Senior Vice President Skywards, says, “We warmly welcome Chase cardmembers to the Skywards family and to a whole new world of personalized travel experiences, spanning more than 150 destinations on six continents. Both Chase and Emirates Skywards strive to know our customers better, anticipate their needs and wow them with inspirational experiences. With the Chase partnership, we offer one more opportunity for our 2-million-strong member base in the US to reach a reward ticket or an upgrade much faster and enjoy our award-winning service onboard one of our 100 Emirates flights departing the US every week.”
Overall, this partnership seems very compelling. The value proposition is strong given that there’s plenty of overlap between cardholders and business travelers. It will be interesting to see the extent to which consumers are engaged in the program and redeeming points across brands.

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