Emirates tries to build a lifestyle brand through loyalty partnerships
As Emirates is turning to travel and lifestyle loyalty program partners to gain awareness and boost branding in the still-growing market.
“We are strongly looking at expanding our partnership base as a key pillar when it comes to the development of our frequent flyer concept,” Hubert Frauch, Emirates’ senior vice president of the West, explained in a recent interview in Dubai.
“We are really engaging and investing more in partnerships to become more relevant geographically,” Frauch said.
Emirates recently partnered with American Express Membership Rewards and the Starwood Preferred Guest loyalty programs in an effort to gain relevance in the U.S.