The UAE is setting new benchmarks for customer loyalty. With near-universal participation and a mobile-first, sustainability-driven mindset, consumers expect more than discounts — they demand seamless digital experiences, premium service, and transparent data use. Discover why the Emirates has become a global testbed for loyalty innovation.
GLOThe United Arab Emirates has established itself as one of the world’s most dynamic loyalty markets, driven by a tech-savvy, mobile-first population and a diverse consumer base with premium expectations. According to the latest Global Loyalty Organisation (GLO) and Comarch study, participation in loyalty is nearly universal, with more than 96% of residents enrolled in at least one programme. Yet, in this competitive landscape, membership alone is not enough — consumers demand meaningful value, transparent personalisation, and strong sustainability commitments.
Supermarkets remain the most popular loyalty category at 31%, followed by hotels (14%) and airlines (12%). Interestingly, engagement in fashion and electronics programmes (15%) is almost double the global average, reflecting the UAE’s unique blend of everyday practicality and aspirational lifestyle rewards. Discounts and cashback continue to lead as motivators, but 32% of consumers cite superior service as a reason to join — the highest across all surveyed regions. This underlines that loyalty in the Emirates is as much about recognition and premium experiences as it is about savings.
When it comes to communication, the UAE stands apart as a mobile-first market, with 64% preferring loyalty apps and 52% SMS, compared with the email-dominated strategies of Europe and the US. Consumers also show strong enthusiasm for digital features, with most wanting wallet integration, instant rewards, and flexible redemption options. However, appetite for crypto or NFT-based rewards remains limited, highlighting that technology must enhance convenience rather than serve as a gimmick.
Perhaps the most striking trend is the role of sustainability. 77% of UAE consumers prioritise it in their shopping decisions, and many are willing to pay up to 64% more for sustainable products. Moreover, 68% have already switched or stayed loyal to a brand because of its eco-initiatives. This makes sustainability not just an add-on but a core driver of loyalty in the Emirates.
For brands, the message is clear: winning loyalty in the UAE requires more than transactional rewards. Programmes must deliver seamless mobile-first experiences, bold but transparent personalisation, and authentic sustainability initiatives. Those that succeed will not only secure members but also create long-term advocates in one of the most influential consumer markets in the world.
Read full market snapshot here.
Key takeaways:
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High participation: 96% of UAE residents are enrolled in at least one loyalty programme, averaging 10 memberships per person, on par with the global average.
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Supermarkets lead, lifestyle rising: Supermarkets (31%) dominate, but engagement in fashion and electronics (15%) is nearly double the global average, reflecting the UAE’s dual focus on practicality and aspirational rewards.
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Service as a differentiator: Beyond discounts (42%), 32% of consumers join for superior customer service — the highest proportion across all surveyed markets.
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Mobile-first loyalty: 64% prefer apps and 52% SMS for communication, making the UAE one of the most mobile-driven loyalty markets globally.
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Sustainability drives loyalty: 77% prioritise sustainability in shopping decisions, with 68% switching or staying loyal to brands for eco-initiatives, and many willing to pay 64% more for sustainable products.
Source: GLO
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