Photo: Emirates Emirates Skywards is putting the spotlight on everyday spending, family activities and lifestyle experiences with a new global campaign designed to show members how they can earn and redeem Miles in ways that go far beyond air travel.
Called 'Miles More Rewarding', the campaign highlights the different ways members can collect and use Miles, from buying a morning coffee and shopping in Dubai to booking hotel stays, attending sporting events and planning family holidays.
Photo: EmiratesThe loyalty program, operated by Emirates and flydubai, has more than 40 million members worldwide. While earning Miles through flights remains a central part of the program, Emirates Skywards is highlighting its growing network of retail, hospitality, entertainment and lifestyle partners.
Photo: EmiratesOne of the campaign's main focuses is everyday spending in the UAE. Through the Skywards Everyday app, members can earn Miles automatically at more than 500 participating brands, including Costa Coffee, noon Food, CÉ LA VI and Laundry Heap. Users can link up to five payment cards to their accounts, allowing them to collect Miles when making eligible purchases.
Shopping at Dubai Mall offers another opportunity to build up a Miles balance. Members can earn rewards at more than 1,300 participating outlets by downloading the mall's app, linking their Skywards account and scanning receipts for purchases exceeding AED 100.
Online shoppers can also collect Miles through Skywards Miles Mall, which connects members with thousands of brands across markets including the UAE, UK, US, India and Australia. Participating retailers include Amazon UAE, Apple UK and Nike.
The campaign also highlights the program's entertainment and hotel benefits. Through Skywards Exclusives, members can spend Miles on concerts, sporting competitions and other events. Available experiences include access to events at Coca-Cola Arena, Wimbledon, the Australian Open and selected NBA and European football matches. Some redemptions start at 5,000 Miles.
Hotel partnerships provide additional opportunities to earn or use rewards. Members can collect Skywards Miles through participating hotel partners, including Marriott Bonvoy and IHG Hotels & Resorts. The Emirates Skywards and Marriott Bonvoy partnership also allows eligible members to earn both currencies on qualifying Emirates flights and hotel stays.
For travelers who do not have enough Miles for a full reward ticket, the Cash + Miles option allows them to combine their balance with a cash payment to reduce the cost of Emirates and flydubai flights. Miles can also be redeemed for flight upgrades, subject to availability.
The programme offers benefits for families as well. Children can join Skywards Skysurfers and earn Miles through their own accounts, with those Miles remaining valid until they turn 21. Members can also pool Miles with family members to work towards shared rewards.
Additional options include gifting Miles to friends and relatives, purchasing extra Miles and multiplying recently earned rewards. The Multiply Miles feature allows members to increase eligible Miles earned on flights and with participating partners, at a cost of USD 20 per 1,000 Miles, subject to annual limits.
Through 'Miles More Rewarding', Emirates Skywards is seeking to position its loyalty program as something members can use throughout their daily lives, rather than a reward system reserved primarily for frequent flyers.