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U by Emaar marks 10 years of innovation with global expansion and new rewards
Emaar’s flagship lifestyle loyalty programme is marking a decade of growth, innovation and member-centric experiences across its world-class destinations
- PUBLISHED: Mon 23 Feb 2026, 11:02 AM
Since launching in 2016 as a unified rewards platform, U by Emaar has evolved from a traditional points-based programme into a fully integrated, multi-pillar lifestyle ecosystem. Today, members can earn or redeem Upoints across hospitality, dining, entertainment, wellness, fitness and shopping, while accessing curated, experience-led rewards designed to deepen loyalty, recognition and long-term engagement.
Key milestones include the addition of Rove Hotels in 2017, broadening its hospitality footprint, and the expansion of its co-branded credit card in 2018, enabling members to earn Upoints through everyday spending. The programme further strengthened its UAE presence in 2021 with expansion into the Northern Emirates, before entering a new phase of regional growth in 2023 with launches in Saudi Arabia and Bahrain.
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In 2024, U by Emaar introduced Money-Can’t-Buy Moments and Move, its dedicated fitness pillar, alongside a refreshed brand identity recognised at the Transform Awards MEA 2025.
In 2025, the programme expanded internationally with Address Istanbul, launched the Shopping Connection retail proposition, and migrated the loyalty system to enhance scalability and personalisation. In 2026, the entry tier was renamed Bronze, reinforcing a clearer and more contemporary tier structure.
As it enters its next decade, U by Emaar remains focused on continuous innovation, expanded member value and deeper engagement across Emaar destinations and strategic partnerships.
For more information, visit www.ubyemaar.com.
