Emaar Properties' loyalty programme, U By Emaar, is marking its first anniversary with more rewards for members.
The expanded benefits include preferential stay rates at Emaar Hospitality Group's hotels, covering The Address Hotels + Resorts, Vida Hotels and Resorts.
Members get 10% off on direct bookings, late checkout at 4pm and airport transfers, among other benefits, while discounts on F&B bills have increased to between 10% and 30%, based on the tier.
Gold members can now get room upgrades and platinum members can scale up to suites, both based on availability.
Members of both tiers get complimentary buffet breakfast for two on hotel stays.
Platinum members also get free club lounge access as well as free access to the Fashion Lounge in The Dubai Mall. They also receive a 20% discount on the membership fee at participating leisure clubs under Emaar.
U by Emaar, launched in 2016, allows customers to collect points that can be redeemed against hotel stays and dinners at Emaar Hospitality Group’s hotels, as well as access to Emaar Entertainment's leisure attractions.
Points are earned by watching a film at Reel Cinemas, going ice-skating at Dubai Ice Rink, or spending money in any of the venues under Emaar Hospitality Group.
This month only, U By Emaar is also offering double points for members stand when they "stay, dine or play at participating outlets", according to a statement from Emaar, and members who celebrate their birthday in February can dine for free or enjoy complimentary access to Emaar Entertainment.