Emirates Skywards and Majid Al Futtaim's SHARE Let Members Swap Miles and Points

The deal links two of the largest loyalty schemes built in the UAE. Skywards has 40 million members. SHARE has more than 16 million across the UAE, Saudi Arabia, Egypt, Oman and Kenya, and members can earn and spend points at more than 5,000 stores, brands and venues in Majid Al Futtaim's portfolio, which includes Carrefour, VOX Cinemas and Ski Dubai. For both groups, the partnership extends the reach of their customer data and rewards into everyday spending and travel.

The conversion rates differ by direction. Skywards members can turn every 5 Skywards Miles into 1 SHARE point, while SHARE members can turn every 2 points into 1 Skywards Mile. Each conversion must be at least 2,000 points and no more than 150,000 per transaction. Customers need an account in both programmes and must link them through either the SHARE app or the Skywards Everyday app. After that they can move rewards between the two at any time within those limits.

Skywards Everyday is the airline programme's platform for earning miles at retail, dining and lifestyle brands in the UAE. The companies said its partners include Noon Food, Costa Coffee and Ibn Sina Pharmacy.

Dr Nejib Ben Khedher, senior vice president of Emirates Skywards, and Darren Taylor, senior vice president of SHARE rewards and customer solutions at Majid Al Futtaim, signed the agreement.

Ben Khedher said the deal gave members more value and flexibility as Skywards Everyday expands, and more ways to engage with the programme through brands they use every day. Taylor said customers do not see shopping, dining, entertainment and travel as separate parts of their lives. He said a weekly Carrefour shop or a visit to VOX Cinemas could now bring members closer to their next Emirates or flydubai flight.

This is not SHARE's first airline tie-up. According to Etihad's loyalty programme website, Etihad Guest members can already convert their miles into SHARE points. The new agreement gives Majid Al Futtaim conversion links with the loyalty programmes of both of the UAE's main airline groups.