Published on
September 18, 2025
Emirates Skywards, the esteemed frequent-flyer programme serving both Emirates and flydubai, has partnered with IBS Software to launch an advanced iLoyal platform. This initiative promises to transform the relationship between Emirates and its 35 million Skywards members, enabling deeper personalisation and seamless interactions. The collaboration is integral to the airline’s ongoing digital transformation roadmap and demonstrates the commitment to elevating customer experiences through cutting-edge technology.
A New Era for Loyalty Programmes in Aviation
The iLoyal platform, a cloud-native SaaS solution, is designed to modernise loyalty operations and enhance customer engagement. Emirates Skywards members will now benefit from real-time personalisation, quicker partner integration, and greater flexibility in the design of their loyalty offerings. This collaboration aims to better meet the evolving expectations of modern travellers while unlocking new opportunities for business growth and innovation.
The milestone marks the beginning of a long-term partnership between Emirates Skywards and IBS Software, which will modernise the entire loyalty programme ecosystem. Through the iLoyal platform, Emirates Skywards will integrate more than 100 global brand partners into its offerings, enriching the rewards and benefits available to members.
Enhancing Customer Experience with Innovation
The new platform empowers Emirates Skywards to deliver a more seamless and rewarding experience to its global membership base. With iLoyal, the airline will be able to scale its loyalty programme in ways that were previously unthinkable, offering members access to exclusive rewards, flights, upgrades, hotel stays, and unique experiences.
Emirates’ approach to loyalty has always been about rewarding its most valuable customers. This strategic upgrade enables the programme to continuously evolve, ensuring it stays ahead of member expectations. Whether members are travelling for business or leisure, the enhanced personalisation and integration features will make every interaction with the programme more engaging and rewarding.
Building for the Future
According to Dr. Nejib Ben-Khedher, Divisional Senior Vice President at Emirates Skywards, this partnership is a cornerstone of their innovation strategy. The iLoyal platform allows Emirates to lay the foundation for future growth, not only enhancing the current infrastructure but also enabling continuous innovation. The long-term collaboration with IBS Software aims to future-proof the airline’s loyalty ecosystem, ensuring Emirates Skywards remains a leader in the competitive loyalty landscape of the travel industry.
This partnership is particularly important as the airline industry continues to place greater emphasis on digital solutions to enhance the customer journey. The ability to provide real-time, personalised offers to members, along with seamless integration of third-party partners, sets a new standard for customer loyalty programmes in the aviation sector.
Transforming Loyalty Programmes Globally
For IBS Software, this deployment of iLoyal represents a key milestone in their broader mission to transform the loyalty solutions space. As a leading provider of SaaS solutions to the travel industry, IBS Software’s iLoyal platform stands out for its modular architecture, open API framework, and robust compliance capabilities. The platform’s versatility and scalability are designed to meet the demands of today’s modern travel operators, making it a key tool for airlines, hotels, and travel companies looking to manage and grow their loyalty programmes.
The success of this implementation reaffirms IBS Software’s role as a trusted partner for some of the world’s leading aviation brands. As the travel and airline sectors continue to digitise, IBS Software is positioning itself as a leader in delivering solutions that drive customer satisfaction, operational efficiency, and long-term business value.
Impact on Emirates’ Global Reach and Innovation
Emirates Skywards currently serves more than 35 million members across its four membership tiers: Blue, Silver, Gold, and Platinum. Members can earn Skywards Miles through a wide network of airline, hotel, car rental, and lifestyle partners. These miles can be redeemed for flights, upgrades, hotel stays, cultural events, and other exclusive experiences. With the deployment of iLoyal, the programme will provide even more dynamic and personalised experiences, ensuring its continued relevance and appeal.
This partnership also aligns with the growing trend in the travel industry of integrating advanced technologies to deliver enhanced customer loyalty and engagement. Emirates Skywards is not only investing in customer satisfaction but is also paving the way for a more connected, data-driven approach to travel loyalty.
Looking Ahead
The launch of iLoyal is just the beginning for Emirates Skywards as it strives to stay at the forefront of innovation in the airline industry. The platform’s flexibility and adaptability will allow Emirates to continuously respond to changing customer needs while delivering meaningful rewards and experiences. With this strategic partnership, Emirates Skywards is well-positioned to lead the way in customer loyalty for years to come.
Digital transformation is rewriting the rules of the skies, and Emirates Skywards is providing a masterclass in the process. By harnessing the iLoyal platform, the programme is showing how smart technology not only attracts repeat travellers but also forges lasting relationships, winning hearts with every click and swipe. The move crystallises the direction in which the whole industry is heading, evidencing Emirates’ determination to put cutting-edge digital capability in the hands of its members, wherever in the world they fly.
