Emirates Skywards, the loyalty programme of Dubai-based carrier Emirates, has struck a partnership with SHARE by Majid Al Futtaim, the rewards scheme of the UAE retail and leisure conglomerate. The tie-up, effective from 10 November 2026, lets members link their accounts and convert rewards between the two programmes, effectively bridging the gap between everyday shopping and future travel.
The collaboration spans more than 5,000 stores and experiences across Majid Al Futtaim's portfolio, which includes shopping malls, hotels, cinemas, and entertainment venues in the Middle East and North Africa. Members can now use their combined rewards for shopping, dining, entertainment, and travel, offering a more flexible approach to loyalty.
Conversion rates and mechanics
Under the new arrangement, members can convert five Skywards Miles into one SHARE point, or two SHARE points into one Skywards Mile. Transactions are capped between 2,000 and 150,000 points per conversion, giving members a broad range of flexibility. To take advantage of the benefits, customers must be enrolled in both programmes and link their accounts through the respective mobile apps.
The partnership was formalised 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. Dr Ben Khedher said: "We are delighted to partner with SHARE by Majid Al Futtaim to bring even more value and flexibility to our members."
Taylor highlighted the growing convergence of consumer spending and travel rewards. "Our customers don't think about shopping, dining, entertainment, and travel as separate parts of their lives, and neither should their rewards," he said.
Strategic implications for loyalty
The move reflects a broader trend in the travel industry of loyalty programmes expanding beyond their core sectors. Airlines and hotel groups are increasingly seeking partnerships that allow members to earn and redeem across a wider ecosystem. For Emirates Skywards, which has been actively enhancing its programme with winter bonuses on hotels, cars, and packages, this partnership adds a retail dimension that could appeal to frequent flyers who also value lifestyle rewards.
Majid Al Futtaim, which operates shopping centres, hotels, and leisure facilities across the region, sees the tie-up as a way to deepen customer engagement. The company's SHARE programme already has a substantial member base, and linking it to a major airline loyalty scheme could drive cross-traffic between its properties and Emirates' flight network.
Industry observers note that such partnerships are becoming more common as loyalty programmes seek to differentiate themselves. Research from Accor Plus has shown that flexibility and value are key drivers of member satisfaction, and this deal appears to address both.
For travel agents and corporate travel managers, the partnership could offer new ways to reward clients. A traveller who earns Skywards Miles on a business trip might now convert them into SHARE points for a family outing or a weekend shopping spree, adding a tangible lifestyle benefit to corporate travel programmes.
The partnership also aligns with Emirates' broader strategy of enhancing its loyalty offering. The airline has recently been boosting miles earning on winter travel, and this retail link could encourage more members to engage with the programme throughout the year, not just when flying.
As the travel industry continues to recover and evolve, loyalty partnerships like this one are likely to become more prevalent. By connecting travel rewards with everyday spending, Emirates Skywards and SHARE are positioning themselves at the forefront of a more integrated approach to customer loyalty.
