Emirates loyalty program Skyward has hit the 25 Million members mark. Skyward got to this milestone with increased membership registrations which stand at a staggering average of more than six members every minute in the last 18 months. The UK continues to be at the top with 3.2 million members, USA with 2.3 million, Australia 1.9 million, India 1.8 million and UAE 1.7 million.

The 25 million mark is quite a feat and as the airline celebrates, the very members who made it possible have not been left behind. They will enjoy exciting offers and surprises which include 25% discounts on upgrades and reward tickets on selected flights to and from Dubai, a network-wide special Cash+Miles rate on Emirates and flydubai flights, and a 25% discount on buying and gifting miles. Competitions and prizes at Emirates Terminal 3, starting 22 September, are all set to wow travellers.

This may not come as much of a surprise to members, as Emirates Skywards has worked hard to expand its appeal across regions and demographics. The programme now has 157 partners spanning the globe, including 15 airline partners that fly to a combined 2,000 destinations, 12 financial cobrands and seven points exchange partners covering 31 countries. Emirates Skywards also partners with more than 100 hotel brands and two online aggregators, providing access to 30 million properties and rooms globally.

Emirates Skywards has also launched three apps in three years that make earning and burning Miles within easy grasp of a mobile device. The Skywards section, integrated within the Emirates App, has one of the most comprehensive loyalty programme features of any airline app. There are also two specialised apps: Emirates Skywards Go that features dining and leisure offers in 160 destinations, and Emirates Skywards Cabforce that is available in 890 cities globally to book private cars, taxis and minibuses.

In the last three years, the programme has added 24 new partners with the number of earn transactions increasing by +50% and redemptions rising by +150%. Three new and expanded partnerships in the last two months – with Marriott Bonvoy, Chase Ultimate Rewards and Bicester Village Shopping – highlight the exponential growth and the broad appeal of the programme both globally and regionally.

All these improvements plus many more, and their visible outcomes are as a result of research geared towards understanding customers and efforts to implement changes to give them more value.

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