Emirates marks Skywards silver jubilee with 25 million miles giveaway

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Emirates' aircraft will showcase a bespoke 25th anniversary livery

Dubai-based Emirates is marking the 25th anniversary of its Skywards loyalty programme with a global campaign running from 25 September to 20 October 2025, during which 25 million Skywards Miles will be given away.

Launched in 2000, Skywards now counts more than 37 million members and was recently named Best Loyalty Programme in the Middle East and Africa and ninth best worldwide.

During the anniversary campaign, members can earn bonus miles and enter a prize draw by booking flights with Emirates, Flydubai or partner airlines, as well as through shopping, dining and hotel stays.

Prizes range from 100,000 to 250,000 miles, with one winner set to receive a grand prize of one million miles.

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Throughout the promotional period, members booking with Emirates and Flydubai will receive a 50% bonus, while those earning miles via partner airlines, credit card spend, Skywards Hotels and the Skywards Miles Mall will receive 25% more.

In early October, Emirates will host a series of events at Dubai International Airport as part of the anniversary celebrations, offering interactive quizzes, complimentary lounge access and Skywards-branded ice cream trucks.

A bespoke 25th anniversary livery will also be unveiled on an Emirates aircraft, scheduled to enter service next month.

Emirates Skywards celebrates 25 years

Commenting on the milestone, Dr Nejib Ben Khedher, Divisional Senior Vice President Emirates Skywards, said: “Emirates Skywards is a true success story – one that was born in Dubai and has now become one of the most recognised and appreciated loyalty programmes globally, with members across the UK, US, UAE, India, Australia and beyond”.

Today, Skywards has more than 100 partners, giving members access to over 1,400 flight destinations, 30,000 hotel properties and 7,200 retail brands.

The programme also continues to expand. In February 2025, Emirates partnered with Accor to enable mutual points conversions between Skywards Miles and Accor’s ALL Rewards, and more recently, Skywards added Premium Economy rewards and upgrades.

Member engagement also remains high, with Skywards Miles were used to book nearly 500,000 tickets across Emirates’ network between June and August 2025, according to the airline.

For more information, visit emirates.com/skywards