Emirates Skywards, the loyalty programme of Emirates and flydubai, has partnered with SHARE by Majid Al Futtaim to expand rewards opportunities for members by linking everyday shopping, lifestyle experiences and international travel.
The partnership allows members of the two loyalty programmes to link their accounts through the SHARE and Skywards Everyday mobile applications and convert points between the two platforms. The arrangement gives customers greater flexibility to earn and redeem rewards across retail, dining, entertainment and travel.
Under the agreement, Skywards members can convert five Skywards Miles into one SHARE point, while SHARE members can exchange two SHARE points for one Skywards Mile. Members can transfer between 2,000 and 150,000 points per transaction, subject to the programmes’ conversion requirements.
The collaboration brings together two major loyalty networks in the Middle East, connecting millions of consumers to a broader range of shopping and travel benefits.
SHARE has more than 16 million members across the United Arab Emirates, Saudi Arabia, Egypt, Oman and Kenya. Through Majid Al Futtaim’s retail and entertainment portfolio, members can earn and redeem points across more than 5,000 stores, brands and experiences.
Emirates Skywards, meanwhile, has a global membership base of more than 40 million. Its Skywards Everyday platform connects members with hundreds of participating retail, dining and lifestyle brands across the UAE, including noon Food, Costa Coffee and BinSina Pharmacy.
The agreement was signed by Dr Nejib Ben Khedher, Divisional Senior Vice President of Emirates Skywards, and Darren Taylor, Senior Vice President of SHARE Rewards and Customer Solutions at Majid Al Futtaim.
The signing was witnessed by Nancy Clark, Vice President of Partnerships at Emirates Skywards, and Raffy Karamanian, Vice President of Commercial Growth at Customer Solutions, Majid Al Futtaim.
Dr Ben Khedher said the partnership would increase the value and flexibility available to members while creating more opportunities to engage with Emirates Skywards through everyday consumer activities.
“We are delighted to partner with SHARE by Majid Al Futtaim to bring even more value and flexibility to our members,” he said.
He added that the integration would give customers access to a wider range of rewards by allowing them to convert SHARE points into Skywards Miles and vice versa.
Darren Taylor said the partnership reflects changing consumer expectations, with customers increasingly seeking connected rewards across shopping, dining, entertainment and travel rather than treating them as separate activities.
“SHARE is about connecting those everyday moments and making each one more relevant and rewarding,” he said.
Taylor said the integration would extend SHARE’s existing retail, dining and entertainment network into the travel sector, allowing customers to turn everyday purchases into travel rewards.
He noted that purchases at Carrefour, visits to VOX Cinemas and experiences at Ski Dubai could now help members accumulate rewards towards flights with Emirates and flydubai.
Similarly, Skywards Miles earned through air travel can be converted into SHARE points and used to access experiences within Majid Al Futtaim’s retail and entertainment network.
To access the benefits, customers must hold membership accounts with both SHARE and Emirates Skywards and link them through either the SHARE or Skywards Everyday application.
Once their accounts are connected, members can transfer rewards between the two programmes, subject to the applicable conversion rates and transaction limits.
The partnership is expected to strengthen the integration of retail and travel loyalty services, giving both companies additional opportunities to engage customers while expanding the ways members can earn and use rewards across their respective networks.
