Welcome to Dubai’s Most Rewarding Loyalty Programme. Bringing together the diverse brands in the Emaar portfolio, U By Emaar enables its loyal customers to create memories and enjoy unique experiences while earning valuable loyalty points called Upoints. A loyalty programme designed around individuals, Upoints can be used to enjoy discounts and privileges against hotel stays, spa treatments, restaurants and entertainment venues across popular locations such as Address Hotels + Resorts, Vida Hotels & Resorts, Armani Hotel Dubai, At.Mosphere, Reel Cinemas, Dubai Aquarium & Underwater Zoo and more! The four tiered programme Black, Silver, Gold and Platinum allow members to progressively gain access to a world of privileges, presenting elevated experiences as they move up through each tier while transforming every moment into a rewarding experience. Experience the most rewarding loyalty programme in Dubai. Key features: - Discover and learn more about the portfolio of participating brands - Earn, redeem and track your points as you upgrade tiers - Explore member specials including offers and other great initiatives - Track your bookings and transactions - Set preferred categories and communication choices