21/10/2026 06:18 AST
U by Emaar, Emaar's lifestyle loyalty programme, has announced a 10-year co-branded partnership with Visa to introduce a premium lifestyle rewards proposition across the UAE, Saudi Arabia and Bahrain.
The collaboration aims to strengthen loyalty offerings for premium, high-net-worth (HNW) and ultra-high-net-worth (UHNW) customers across the Gulf Cooperation Council (GCC), combining Visa's global payments network and analytics capabilities with U by Emaar's hospitality, dining, entertainment, wellness, travel and retail ecosystem.
At the centre of the agreement is a co-branded credit card designed to provide customers with rewards and privileges across participating Emaar destinations, allowing them to earn and redeem UPoints through integrated payment and loyalty services.
The partnership will extend beyond conventional credit card rewards, with Visa providing technical integration with the U by Emaar loyalty programme and app.
Advanced card-linking technology and application programming interfaces (APIs) will support real-time points accumulation and redemption across participating Emaar properties and digital channels.
The programme will feature a tiered credit card offering tailored to the lifestyle preferences of affluent customers in the Middle East.
Benefits are expected to include travel privileges, access to airport lounges worldwide, premium dining offers, dedicated concierge services and exclusive lifestyle experiences.
An invite-only tier is also planned for selected customers, offering enhanced travel, lifestyle and concierge benefits tailored to high-net-worth individuals.
The partners said the agreement has been structured for long-term regional scalability, with opportunities to expand across additional markets by leveraging Visa's international network and market expertise.
Visa Consulting & Analytics will support the programme with data-driven insights aimed at improving customer acquisition, engagement and overall portfolio performance.
The collaboration reflects the growing focus on premium loyalty programmes that combine payments with personalised experiences and exclusive benefits.
By integrating Visa's payment infrastructure with Emaar's portfolio of destinations, the partners aim to deliver a more connected rewards experience for affluent consumers across the GCC.
Devendar Agarwal, Visa's CEMEA Head of Global Clients, Tech Partners and Merchant Business & GCC Acceptance, said: "Consumers increasingly expect seamless experiences that connect payments, rewards and everyday lifestyle spending. Through this long-term partnership with U by Emaar, we are combining Visa's global payments expertise, technology and analytics capabilities with a leading lifestyle ecosystem to deliver greater value for premium customers across the GCC. Together, we are creating a platform designed to deepen customer engagement while supporting the next phase of loyalty innovation in the region."
Hakan Keskin, Head of Hospitality, Emaar Hospitality Group added: "Partnering with Visa is a defining milestone in the evolution of U by Emaar. This is not simply a co-branded card, it is a holistic, decade-long commitment to delivering the most premium, seamlessly integrated lifestyle rewards experience in the region. Visa's technology, analytics, and global network give us the platform to truly serve our most valued members, and to extend that proposition to HNW and UHNW customers across the UAE, KSA, and Bahrain."
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