U by Emaar and Visa Launch 10-Year GCC Rewards Programme for High-Net-Worth Customers

U by Emaar, Emaar's dedicated lifestyle loyalty programme, has partnered with Visa for a 10-year co-branded agreement to launch a new premium lifestyle rewards proposition. This collaboration is designed to cater to premium, high-net-worth (HNW), and ultra-high-net-worth (UHNW) customers across the UAE, Saudi Arabia, and Bahrain.

The partnership aims to integrate Visa's global payment network and data analytics with U by Emaar's extensive portfolio, which includes hospitality, dining, entertainment, wellness, travel, and retail destinations. A core element of this initiative is the introduction of a co-branded credit card that will allow customers to earn and redeem UPoints smoothly across participating Emaar properties and digital platforms.

Programme Features and Benefits

The rewards programme will extend beyond typical credit card benefits. Visa will provide crucial technical integration, utilising advanced card-linking technology and APIs to facilitate real-time points accumulation and redemption. The offering will feature a tiered credit card structure, with benefits tailored to affluent customers in the Middle East. These are expected to include:

• Travel privileges
• Global airport lounge access
• Premium dining offers
• Dedicated concierge services
• Exclusive lifestyle experiences

An invite-only tier is also planned, offering enhanced travel, lifestyle, and concierge benefits specifically designed for high-net-worth individuals. The partnership has been structured for long-term regional expansion, using Visa's international network to potentially extend into additional markets.

Visa Consulting & Analytics will provide data-driven insights to optimise customer acquisition, engagement, and overall programme performance. Both partners emphasised their commitment to delivering a connected rewards experience by combining payment infrastructure with Emaar’s diverse portfolio.