Emirates Skywards, the loyalty programme shared by Emirates and flydubai, has unveiled an exclusive partnership with Moët Hennessy that will give members a rare behind-the-scenes look at the world's most celebrated champagne houses. The four-night journey, scheduled for 7–10 October 2026, will take winners through Reims, Épernay, and Paris, with bidding opening on 7 August 2026 at 9am GST and closing on 30 August.
The experience begins in Reims with a private tour of the Veuve Clicquot cellars, followed by dinner and an overnight stay at the historic Hôtel du Marc. Guests will then travel to Épernay to explore the Moët & Chandon cellars and enjoy lunch at the Résidence Trianon. The itinerary continues with a visit to the Abbey of Hautvillers, where Dom Pérignon is said to have perfected champagne, along with exclusive tastings and a gourmet dinner at Château de Saran.
The final leg in Paris includes a lunch at a private LVMH flat, a dinner at the three-Michelin-starred Le Meurice Alain Ducasse, a visit to the Fondation Louis Vuitton, and a sunset cruise on the Seine. The trip is offered on a full-board basis, with all meals and experiences included.
Deepening a 34-year partnership
This auction underscores the long-standing relationship between Emirates and Moët Hennessy, which has been a cornerstone of the airline's premium cabin experience for over three decades. Emirates remains the only carrier to serve Moët & Chandon, Veuve Clicquot, and Dom Pérignon onboard, a distinction that has helped differentiate its first and business class offerings.
"This exclusive experience reflects our commitment to offering Skywards members more than just flights," said a spokesperson for Emirates Skywards. "It's about creating unforgettable moments that align with the luxury and craftsmanship our members expect."
The move also highlights the growing trend of loyalty programmes using experiential rewards to engage high-value members. Rather than simply redeeming miles for seats or upgrades, programmes like Emirates Skywards are curating once-in-a-lifetime opportunities that tap into the prestige of partner brands.
For travel professionals, this development signals the increasing importance of partnerships between airlines and luxury goods conglomerates. As competition intensifies in the premium travel segment, such collaborations can serve as a differentiator, particularly for carriers looking to attract and retain affluent frequent flyers.
Emirates has been actively expanding its loyalty ecosystem. Earlier this year, the programme added 12,000 European rail routes to its platform, giving members more ways to earn and spend miles. The airline has also deepened its ties with Arsenal through a decade-long sponsorship renewal, further embedding itself in the sports and lifestyle arena.
The Moët Hennessy auction is open to all Skywards members, with bidding starting at 275,000 miles. Given the exclusivity of the experience and the limited availability, interest is expected to be high among the programme's top-tier members.
For agents and tour operators, this type of offering could inspire similar packages that combine luxury travel with unique cultural access. As the travel industry continues to recover and evolve, experiences like these are likely to become a key selling point for premium travellers seeking more than just a standard holiday.
