Emirates Skywards has launched a global campaign called “Miles More Rewarding,” aimed at showing members how to build and use their Miles balance across everyday spending, travel and experiences, not just on flights.
The programme, shared between Emirates and flydubai, counts more than 40 million members worldwide. The campaign leans into the breadth of the ecosystem rather than its headline flight rewards, drawing attention to earning channels that many members may not be using.
On the earning side, the Skywards Everyday app lets members collect Miles automatically at more than 500 participating brands across the UAE, including noon Food, Costa Coffee and CÉ LA VI, by linking up to five payment cards. Members shopping at Dubai Mall can scan receipts for purchases over AED 100 through the Dubai Mall app to earn Miles across more than 1,300 outlets.
Online, the Skywards Miles Mall platform covers thousands of brands across the UAE, US, UK, India and Australia. Co-branded credit cards can accelerate earning further, with triple Miles available at Skywards Everyday partners at Dubai Mall for select cardholders.
On the spending side, Skywards Exclusives lets members redeem from 5,000 Miles for live events including concerts at Coca-Cola Arena and international sporting events such as Wimbledon, the Australian Open and NBA games. The programme also offers what it describes as money-can’t-buy experiences, including a behind-the-scenes tour of the Dilmah Tea Plantation in Sri Lanka and a trip to the Champagne region of France with Moët Hennessy.
For members whose Miles balance falls short of a full ticket, a Cash + Miles option lets them combine currency with Miles toward Emirates and flydubai flights. Upgrade redemptions are also available, the programme notes, sometimes as late as onboard the flight.
Miles earned on flights extend across 20 airline partners, covering 1,400 destinations. Skywards Gold and Platinum members retain complimentary access to Emirates’ Business and First Class lounges in Dubai regardless of which cabin they are travelling in.
A family-focused component, Skywards Skysurfers, allows younger members to accumulate Miles in their own accounts, with balances valid until age 21. Families can also pool Miles across members toward shared redemptions. The Multiply feature lets members boost recently earned flight and partner Miles at a cost of USD 20 per 1,000 Miles, up to a cap of 50,000 Miles per year.
