Emaar Hospitality Group launches loyalty programme

Loyalty programme titled 'U By Emaar' to offer rewards across Emaar Hospitality Group in association with Emaar Entertainment

The U By Emaar programme applies to Emaar's hotels.
The U By Emaar programme applies to Emaar's hotels.

Emaar Hospitality Group has launched the 'U By Emaar' programme in association with Emaar Entertainment to offer rewards across various hotels, restaurants and entertainment attractions of the company.

The programme is open for individuals over 18 years from anywhere in the world. Members are rewarded with Upoints, the currency of U By Emaar, where one Upoint is earned for every one dirham of eligible spend at participating hotels and restaurants, and for every two dirhams of eligible spend at participating entertainment attractions. Ten Upoints are equivalent to one dirham when redeeming Upoints.

Members may also use Upoints and cash to match the price of the experience they seek. A minimum balance of 10,000 Upoints is required to start redeeming for stays at hotels while 2,000 Upoints are needed to start redeeming for dining experiences and 1,000 Upoints to redeem at entertainment attractions.

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Emaar currently offers the loyalty programme in four tiers: Black for up to 9,999 Upoints; Silver for 10,000 to 24,999 Upoints; Gold for 25,000 to 59,999 Upoints and Platinum for 60,000 Upoints and above.

Silver, Gold and Platinum members also benefit from a wide range of benefits such as late hotel checkout at 4pm, while Gold and Platinum members receive complimentary buffet breakfast while staying at The Address Hotels + Resorts and Vida Hotels and Resorts.

Gold members can further benefit from 10% off on food and beverage bills and spa treatments, while Platinum members receive 20% off in addition to 10% off on membership fees at participating leisure clubs, to name a few.

The participating hotel brands in the U By Emaar programme include all properties under The Address Hotels + Resorts, Vida Hotels and Resorts, and its portfolio of Emaar Leisure Clubs. Subject to terms and conditions, residents of serviced residences of The Address Hotels + Resorts can also benefit.

U By Emaar is also applicable on dining at any of Emaar Hospitality Group’s restaurants, lounges or Lifestyle Dining assets at The Address Hotels + Resorts, Vida Hotels and Resorts, Arabian Ranches Golf Club, Dubai Polo & Equestrian Club and Dubai Marina Yacht Club.

The participating entertainment attractions include all Reel Cinemas, KidZania, Sega Republic, Dubai Ice Rink, Dubai Aquarium & Underwater Zoo and Njoi.

Emaar Properties head of customer relationship management Khalid Dalil said the initiative is a "thank you gesture" to its loyal guests, and Emaar Hospitality Group corporate director of operations Chris Newman added that it reflected on the company's commitment to "delivering tangible value" to its guests.

Guests can enroll online or directly through any of the assets of Emaar Hospitality Group or Emaar Entertainment or the dedicated online portal www.ubyemaar.com.

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