In a landmark move to redefine customer engagement in global aviation, IBS Software and Emirates Skywards have officially launched a strategic partnership that culminates in the successful deployment of the next-generation iLoyal loyalty platform. Announced on September 17, 2025, the collaboration marks a major milestone in digital transformation for Emirates’ award-winning loyalty programme, which serves over 35 million members worldwide.
The newly deployed platform, built on IBS Software’s cloud-native architecture, is designed to deliver real-time personalization, seamless partner integration, and flexible program design. It empowers Emirates Skywards to respond dynamically to evolving member expectations while unlocking new business value across its global network.
Key Highlights From The Partnership Rollout
- Emirates Skywards and IBS Software launch the iLoyal platform to modernize loyalty operations
- Platform supports over 35 million members across Emirates and flydubai networks
- Enables real-time personalization, dynamic rewards, and scalable partner onboarding
- Over 100 global brand partners integrated into the new ecosystem
- Deployment reflects shared vision for innovation, agility, and customer-centricity
- Marks the beginning of a long-term strategic alliance between the two organizations
Platform Capabilities And Member Benefits
The iLoyal platform introduces a suite of advanced features aimed at enhancing the loyalty experience for Emirates Skywards members. These include:
- Real-time personalization of offers and rewards based on travel behavior and preferences
- Faster onboarding of new partners across retail, hospitality, and financial services
- Modular program design allowing Emirates to tailor benefits for different member tiers
- Enhanced data security and compliance with global privacy standards
- Intuitive dashboards and mobile-first interfaces for seamless member interaction
Members can now enjoy more relevant and timely rewards, improved redemption flexibility, and access to exclusive experiences across a wider network of partners. The platform also supports rapid innovation cycles, allowing Emirates to introduce new features and campaigns with minimal lead time.
Strategic Vision And Industry Impact
The partnership between IBS Software and Emirates Skywards is positioned as a cornerstone of Emirates’ broader innovation strategy. It reflects a shift toward ecosystem-driven loyalty models that prioritize customer lifetime value and digital agility.
IBS Software’s iLoyal platform is purpose-built for the travel industry and has been adopted by leading airlines and hospitality brands. Its deployment with Emirates Skywards sets a new benchmark for loyalty modernization, particularly in high-volume, multi-brand environments.
The collaboration also signals a growing trend in aviation toward cloud-native, API-enabled platforms that can scale across geographies and integrate with diverse partner ecosystems.
Leadership Commentary And Future Roadmap
Senior executives from both organizations emphasized the strategic importance of the partnership. Dr. Nejib Ben-Khedher, Divisional Senior Vice President of Emirates Skywards, described the launch as a foundational step toward building a future-ready loyalty ecosystem. Marcus Puffer, Vice President and Head of Loyalty Management Solutions at IBS Software, called the deployment a proud moment and a testament to the power of strategic collaboration.
Looking ahead, Emirates and IBS Software plan to:
- Expand the platform’s capabilities with AI-driven member insights and predictive analytics
- Introduce gamified engagement models and experiential rewards
- Extend loyalty integration to Emirates’ cargo and ancillary services
- Explore regional loyalty partnerships in Asia Pacific, Europe, and the Middle East
Sources: IBS Software and Emirates Skywards official announcement
