U by Emaar and Visa Announce 10-Year Lifestyle Rewards Partnership in UAE

U by Emaar, Emaar's lifestyle loyalty programme, and Visa have entered into an exclusive 10-year co-branded partnership to introduce an enhanced premium lifestyle rewards proposition across the UAE, Saudi Arabia, and Bahrain. This collaboration aims to deliver a differentiated rewards experience specifically for premium, high-net-worth (HNW), and ultra-high-net-worth (UHNW) customers within the GCC region.

Redefining Premium Loyalty

The partnership will integrate Visa's payment technology, global network, and analytics with U by Emaar's extensive lifestyle ecosystem. The core offering will be a new co-branded credit card that combines payment functionalities with a wide array of lifestyle rewards. These rewards will span across hospitality, dining, entertainment, wellness, travel, and retail experiences available within Emaar's portfolio of destinations. The programme is designed for smooth earning and redemption of UPoints across participating Emaar locations and digital channels, supported by advanced card-linking technology and API facilitation from Visa.

Exclusive Benefits for HNW and UHNW Clients

A key element of this collaboration is the introduction of a tiered co-branded credit card, specifically tailored to the lifestyle aspirations of HNW and UHNW individuals in the Middle East. Each tier will offer distinct value propositions, including world-class travel benefits, global airport lounge access, premium dining privileges, dedicated concierge services, and exclusive lifestyle offers. An invite-only tier is also planned, promising enhanced travel, lifestyle, and concierge benefits for select high-net-worth customers.

The long-term agreement is structured for regional scalability, with plans for future expansion using Visa's global network. Visa Consulting & Analytics will provide insights to boost customer acquisition, engagement, and overall programme performance.