U by Emaar and Visa Sign 10-Year Co-Branded Credit Card Partnership Across the GCC

U by Emaar, Emaar's lifestyle loyalty programme, announced a 10-year co-branded partnership with Visa to launch a premium lifestyle rewards proposition across the UAE, Saudi Arabia and Bahrain, according to EIN Presswire. The partners said the agreement covers a co-branded credit card and tiered benefits for premium, high-net-worth and ultra-high-net-worth customers in the Gulf Cooperation Council.

How the U by Emaar and Visa Card Works

The centrepiece is a co-branded credit card that lets customers earn and redeem UPoints across participating Emaar destinations through integrated payment and loyalty services. Visa will provide technical integration with the U by Emaar loyalty programme and app, using card-linking technology and application programming interfaces to support real-time points accumulation and redemption across Emaar properties and digital channels.

The programme will feature a tiered card offering, with benefits expected to include travel privileges, access to airport lounges worldwide, premium dining offers, dedicated concierge services and exclusive lifestyle experiences. An invite-only tier is planned for selected customers, with enhanced travel, lifestyle and concierge benefits for high-net-worth individuals. The partners said the agreement is structured for long-term regional scalability, with opportunities to expand across additional markets through Visa's international network and market expertise.

Devendar Agarwal, Visa's CEMEA Head of Global Clients, Tech Partners and Merchant Business & GCC Acceptance, said: "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."

Hakan Keskin, Head of Hospitality at Emaar Hospitality Group, said: "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."

U by Emaar's Existing Visa and Emirates NBD Ties

According to akta.pro company records, U by Emaar signed a core partnership with Visa in 2026 offering cardholder-exclusive savings of up to 35% on stays at Address Hotels and Vida Hotels, up to 30% off wellness treatments and 15% off VEO fitness day passes. The same records show a 2024 co-branded credit card portfolio with Emirates NBD, spanning Family, Signature, Infinite and Visa Infinite Emirati cards, with annual fees ranging from free to AED 1,575. U by Emaar operates across the UAE, Saudi Arabia, Bahrain and Turkey, with multi-currency support for AED, BHD, SAR and TRY, and a four-tier membership structure of Black, Silver, Gold and Platinum.

Visa Consulting & Analytics Support

Visa Consulting & Analytics will support the programme with data-driven insights aimed at improving customer acquisition, engagement and overall portfolio performance, the partners said.