Emirates Skywards, the award-winning loyalty programme of Emirates and flydubai, has launched its new global campaign, ‘Miles More Rewarding’, highlighting the growing ways members can earn and redeem Skywards Miles across everyday spending, travel, entertainment and shared experiences.
With more than 40 million members worldwide, Emirates Skywards is positioning its loyalty programme as more than a platform for earning rewards through flights. The new campaign showcases how members can turn everyday activities such as dining, shopping, wellness, hotel stays and entertainment into opportunities to earn and use Miles. The campaign highlights a range of options designed for different lifestyles and interests, from earning Miles on a morning coffee or grocery shopping to redeeming them for sporting events, hotel stays, flight upgrades and family holidays.
Everyday Spending Can Turn Into Miles
Through the Skywards Everyday app, members can earn Miles while carrying out routine activities across the UAE. The programme covers more than 500 participating brands, including noon Food, Costa Coffee, CÉ LA VI and Laundry Heap. Members can save up to five payment cards in the app and automatically collect Miles when making eligible purchases, allowing everyday spending to contribute towards future travel and rewards.
Shopping at Dubai Mall also offers opportunities to earn Skywards Miles. Members can earn Miles while shopping, dining and enjoying leisure activities across more than 1,300 outlets by downloading the Dubai Mall app, linking their Emirates Skywards account and scanning eligible receipts for purchases above AED 100.
Members can also earn and spend Miles through Skywardsmilesmall.com, which connects shoppers with thousands of brands across markets including the UAE, United Kingdom, United States, India and Australia. Participating brands include Amazon UAE, Apple UK and Nike.
Credit Cards Offer Additional Earning Opportunities
Emirates Skywards co-branded credit cards provide another way for members to accumulate Miles through everyday spending. Eligible cardholders can earn additional Miles when paying for Emirates and flydubai flights and related extras. The programme also provides enhanced earning opportunities with participating Skywards partners. Members using eligible cards can double their Miles with Skywards partners and triple their Miles when spending with Skywards Everyday partners at Dubai Mall. Selected credit cards also provide opportunities to earn tier status, enabling members to access elite benefits more quickly.
Miles Can Unlock Exclusive Experiences
The programme is also expanding the ways members can use their Miles beyond flights. Through Skywards Exclusives, members can redeem Miles for concerts, comedy shows, sporting events and other experiences. Redemptions start from 5,000 Miles for selected experiences, including events at Coca-Cola Arena and major international sporting occasions such as the Australian Open, Wimbledon, European football matches and NBA games in the United States.
Emirates Skywards also offers access to exclusive experiences that extend beyond conventional travel rewards. Members can redeem Miles for experiences such as a behind-the-scenes tour of the Dilmah Tea Plantation in Sri Lanka and a trip to France’s Champagne region with Moët Hennessy.
Hotel Stays Add More Ways to Earn and Redeem
Members can also earn Skywards Miles through hotel stays or redeem Miles for complimentary or discounted accommodation through participating hotel partners. These include Emirates Skywards Hotels, Marriott Bonvoy and IHG Hotels & Resorts, among others.
The Emirates Skywards-Marriott Bonvoy partnership provides eligible members with the opportunity to earn both Skywards Miles and Marriott Bonvoy points on qualifying Emirates flights and participating Marriott Bonvoy hotel stays. Members can also convert Skywards Miles into Marriott Bonvoy points and vice versa, providing greater flexibility when planning future redemptions.
Miles Can Be Used for Flights and Upgrades
For travellers who do not have enough Miles to fully redeem a flight, Emirates Skywards offers a Cash + Miles option. Members can combine their Miles with cash to reduce the amount of money required to purchase eligible Emirates and flydubai flights. Members can also use Skywards Miles towards Emirates flight upgrades, subject to availability. Upgrade opportunities may remain available close to departure and, in some cases, onboard.
The programme further enables members to earn Miles when flying with a wide range of airline partners. Emirates Skywards members can earn Miles across partner airlines serving more than 1,400 destinations. Participating airlines include Emirates, flydubai, Aegean Airlines, Air Canada, Air Mauritius, Azul, Bangkok Airways, Condor, Copa Airlines, Garuda Indonesia, GOL, Japan Airlines, Jetstar, Korean Air, Malaysia Airlines, Olympic Air, Qantas, South African Airways, TAP Air Portugal and United Airlines.
Premium Lounge Benefits for Elite Members
Emirates Skywards Gold and Platinum members can access Emirates’ Business Class and First Class lounges in Dubai, regardless of the cabin class in which they are travelling. The lounges offer a range of premium facilities, including gourmet dining, Champagne bars, spa treatments and private sleeping pods, giving eligible members additional benefits throughout their journey.
Family Members Can Earn Together
The programme also includes options designed specifically for families. Through Skywards Skysurfers, younger travellers can earn Miles in their own accounts, with their Miles remaining valid until they reach the age of 21. Families can also pool Miles and use them towards flights, upgrades and other rewards, helping members combine their balances to reach their travel goals faster.
Emirates Skywards further offers birthday-related rewards to active members during their birthday month. These can include bonus Miles on flights, additional Miles through Skywards Miles Mall and selected offers through Skywards Exclusives and the Emirates Official Store.
Members Can Multiply Their Miles
Another feature highlighted by the campaign is the ability to multiply recently earned Miles. Eligible members can double, triple or quadruple Miles earned through flights and participating partners. Members can multiply up to 50,000 Miles annually by paying USD 20 for every 1,000 Miles, providing another option for those looking to increase their balance for future redemptions.
Emirates Skywards Expands Beyond Traditional Loyalty Rewards
Through the ‘Miles More Rewarding’ campaign, Emirates Skywards is highlighting the broader role of its loyalty programme in members’ everyday lives, connecting spending, travel, entertainment, family activities and exclusive experiences. As the programme continues to evolve, Emirates Skywards said members can expect further enhancements aimed at providing greater flexibility, choice, recognition and opportunities to earn and redeem rewards, including additional developments to its family offering. With its expanding network of travel and lifestyle partners, Emirates Skywards is seeking to make Miles relevant not only when members fly, but also when they shop, dine, stay, relax and enjoy experiences with family and friends.
