A unique concept that effectively enhances lifestyles, U By Emaar is a loyalty programme supported by the diverse brands under the Emaar Hospitality Group portfolio, as well as the unique offerings of our partner Emaar Entertainment Group. By joining free of charge, you can earn Upoints at participating brands including hotels, restaurants, spas, malls and entertainment partner attractions. The U By Emaar membership card, across its Black, Silver, Gold and Platinum tiers, unlocks a world of exemplary opportunities to enjoy life, allowing you to redeem valuable Upoints and take advantage of a varied level of benefits per tier.