- Award-winning loyalty programme of Emirates and flydubai is celebrating 25 years of redefining the loyalty experience.
- To commemorate the milestone, Emirates has announced it will unveil a bespoke ’25 years’ aircraft livery that will traverse all corners of the globe starting next month.
- Skywards gives back to its 37 million members with 25 days of generous giveaways.
Dubai, UAE: 25 September 2025 – 25 years of innovation, excellence and redefining the loyalty experience for more than 37 million members worldwide. Emirates Skywards, the award-winning loyalty programme of Emirates and flydubai, is celebrating its Silver Jubilee by giving back to its members with 25 days of prestigious prizes from 25 September – 20 October. From bonus Miles, surprise activities, to a whopping 25 million Skywards Miles raffle – the loyalty programme is marking its quarter-century milestone with unforgettable ‘fly better’ moments in the air and on ground.
Emirates has also announced it will unveil a bespoke ’25 years’ aircraft livery featuring a striking silver design to celebrate the loyalty programme’s Silver Jubilee. The special decal aircraft is set to spread its wings starting from next month, flying across to all corners of the globe.
Dr. Nejib Ben Khedher, Divisional Senior Vice President Emirates Skywards, said:
“25 years! We are thrilled to celebrate such a monumental milestone. Emirates Skywards is a true success story – one that was born in Dubai and has now become one of the most recognised and loved loyalty programmes in the world with millions of members based in the UK, US, UAE, India, Australia and beyond.
Our success stems from always placing members first. Over the years, we listened, adapted, and innovated. We continuously introduced new, personalised offerings to create valuable and memorable rewards to our members worldwide. It has been an incredible journey made possible thanks to the trust and confidence of our members. Thank you for being at the heart of our story. And what better way to celebrate than give back to our community with 25 days of nonstop surprises and offers– all while we take our loyalty message global with the special Emirates A380 ’25 years’ livery.
Thank you to our partners, members, and dedicated team for making Skywards one of the most valued loyalty programmes in the world.”
25 days of giving back
Members can look forward to 25 days of exciting giveaways from 25 September – 20 October, including:
25 Million Miles Raffle draw: As part of a whopping 25 million Skywards Miles giveaway, members can enter the raffle for a chance to win 100,000 Miles or 250,000 Miles, with one lucky winner taking home 1 million Miles. Whether you’re a longtime Skywards member or have just joined the programme – simply register and earn Skywards Miles between 25 September and 20 October with Emirates, flydubai and participating partners, to enter the draw and have a chance win.
Bonus Miles: members can boost their Skywards Miles in many ways
- 50% bonus Skywards Miles when booking with Emirates and flydubai.
- 25% bonus Miles just by booking with partner airlines, shopping, dining, or unwinding in the UAE with Skywards Everyday partners, shopping online on Skywards Miles Mall, booking through Emirates Skywards Hotels, using an Emirates Skywards Credit Card or spending with any participating travel and lifestyle partners.
- Up to 50% bonus Miles on an early bird ‘Buy or Gift’ Miles offer.
Surprise & delight at Dubai International (DXB): In early October, passengers travelling to and from Dubai Airport (DXB) can play interactive quizzes to win Skywards Miles, as well as get complimentary airport lounge access and Dubai Duty Free vouchers. Customers can also look forward to complimentary ice-cream served from branded ‘Skywards’ ice cream trucks as a refreshing treat. Activity kicks off in Terminal 3 from 1-5 October and continues in Terminal 2 from 8-9 October.
‘Spot the tag’: Arrive in Dubai and keep your eyes peeled for special tags placed on luggage at the baggage belts. You will be rewarded with complimentary lounge access, Emirates branded merchandise, and bonus Skywards Miles via Skywards Everyday, Skywards Miles Mall, and Emirates Skywards Hotels. The special tags will be appearing for customers in Terminal 3 from the 1-3 October, and for customers in Terminal 2 from the 8-9 October.
Exclusive surprises unlocked for longstanding premium members: Loyalty pays off! Long-term members who have consistently made the most of Skywards can look forward to even more exclusive surprises including Tier upgrades, cabin upgrades, exclusive anniversary goodies and more.
Double the decade, close to 500X the growth
Since its inception in 2000, Emirates Skywards has grown at a rapid pace. The loyalty programme has achieved the following standout highlights;
Members
- More than 37 million members from more than 190 countries.
- From 76,000 members in its first year; to 37 million members in 2025 and growing!
- More than 78,000 new enrolments every week.
Partners
Emirates Skywards features more than 100 partners in the programme including:
- More than 1,400 flight destinations via Emirates, flydubai and other airline partners.
- More than 30,000 hotel properties.
- 20 Emirates Skywards Credit/Debit Cards.
- 37 Points conversion partners.
- Over 7200 retail and lifestyle brands.
- 5 Car rental partners covering 50,000 locations.
Earn & Spend
- More than 120,000 transactions earning Skywards Miles every day.
- Close to 400 billion Miles redeemed on upgrades and flight rewards since its first year.
- Over 800 Classic Rewards redeemed every day on Emirates.
- A total of 48 events have been offered for redemption to Skywards Members through Skywards Exclusives in the last 12 months, including unforgettable experiences at the FA Cup 2025 (UK), US Open (United States), Wimbledon (UK), Roland Garros (France) & Coca-Cola Arena (UAE)
- 1 upgrade reward on Emirates redeemed every minute!
‘Earn better’ and ‘Spend better’
Crowned ‘Best Global Airline Loyalty Program’ at the International Loyalty Awards 2025 – Emirates Skywards has topped the award charts for two decades with leading industry award wins. The programme offers four tiers of membership: Blue, Silver, Gold, and Platinum, with each tier earning exclusive privileges. Members can earn Skywards Miles with partners ranging from airlines, hotels and car rentals to financial, leisure and lifestyle brands. Skywards Miles can be spent on an extensive range of rewards, including flight tickets with Emirates and partner airlines, flight upgrades, hotel stays, and money-can’t-buy experiences.
Enter the Emirates Skywards 25 Million Miles Raffle For more information, visit emirates.com/skywards.