U by Emaar, the loyalty programme of Emaar, and Visa have announced a 10-year co-branded partnership to launch a premium credit card across the UAE, Saudi Arabia, and Bahrain. The card is aimed specifically at high-net-worth and ultra-high-net-worth customers across the GCC.
“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,” Devendar Agarwal, Visa’s CEMEA Head of Global Clients, Tech Partners and Merchant Business & GCC Acceptance said in a statement.
The product will combine Visa’s payments infrastructure, analytics, and global network with U by Emaar’s rewards ecosystem, which spans hospitality, dining, entertainment, wellness, travel, and retail.
Members will earn and redeem UPoints in real time across Emaar’s properties and digital channels through card-linking technology and API integration built directly into the U by Emaar app.
“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,” Hakan Keskin, Head of Hospitality, Emaar Hospitality Group added.
The card will be structured in tiers, each carrying its own benefits package. Planned features include airport lounge access, premium dining privileges, dedicated concierge services, and travel benefits. An invite-only tier is also in development for selected high-net-worth customers, with a more tailored set of lifestyle and concierge benefits.
Visa Consulting and Analytics will support the programme with data-driven insights on customer acquisition and portfolio performance. The agreement has been structured to allow for further regional expansion beyond the three initial markets.
