Hilton expands GCC loyalty benefits with Aura partnership

Hilton is partnering with GCC retail rewards platform Aura, owned by Alshaya Group, to expand loyalty benefits across travel, dining and shopping.

Under the partnership, eligible Aura members can use a one-time code to upgrade their Hilton Honours membership to Silver or Gold tiers. Members will also receive 20% off stays with breakfast included and earn double Hilton Honours points across participating hotels in the Middle East, North Africa and Indian Ocean region.

Similarly, Hilton Honours members will be able to access Aura Star and VIP memberships, gaining access to retail and dining discounts across more than 50 Alshaya Group brands. Aura Star and VIP members will also receive priority discounts, free deliveries and invitations to exclusive events. The programme is currently active across the UAE, Saudi Arabia, Bahrain, Qatar and Kuwait, with more than 8 million members.

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Guy Hutchinson, President of the Middle East and Africa at Hilton, said: “With more than 9,200 hotels around the world, we look forward to welcoming Aura members to enjoy the exceptional accommodation experiences and hospitality standards that have been associated with the Hilton brand globally.” The loyalty programme of Hilton currently has more than 250 million members worldwide. 

Hospitality groups are increasingly linking loyalty schemes with lifestyle platforms to expand reward offerings for travellers beyond hotel stays. Accor and Uber recently partnered to integrate their programmes, allowing All Accor members to earn points on Uber rides in markets including the UAE, Saudi Arabia, Qatar and Morocco.

For more information, visit hilton.com