Smiles, the everyday rewards super app from e& UAE, has officially partnered with Etihad Guest, the loyalty program of UAE flag carrier Etihad Airways.
The collaboration offers members of both programs a seamless and fully integrated experience via the new Rewards Exchange feature, now available on the Smiles app, with rollout on the Etihad website and mobile app coming soon.
Through the partnership, customers can now link their Smiles and Etihad Guest accounts to instantly convert points and miles between the two programs, unlocking greater flexibility and more ways to earn and redeem rewards.
Read: Etihad Airways targets 21.5 million passengers and 18 new aircraft in 2025, says CEO
Unlocking greater value for members
The integration allows users to:
- Convert Smiles Points to Etihad Guest Miles to redeem on flights, upgrades, hotel stays, vacations, and shopping via the Etihad Guest Reward Shop.
- Convert Etihad Guest Miles to Smiles Points and access over 55 lifestyle services on the Smiles app, including food and grocery delivery, home services, e& bill payments and recharges, as well as exclusive deals across shopping, dining, and entertainment.
The two-way exchange empowers customers to maximize the value of their rewards by spending them where they matter most, whether on everyday essentials or premium travel experiences.
How it works
To initiate an exchange, members simply need to link their loyalty accounts through the “Rewards Exchange” section of the Smiles app. Once linked, points and miles can be instantly transferred between the programs.
A strategic collaboration
The partnership marks a significant alignment between two of the UAE’s leading homegrown brands, combining Smiles’ strong lifestyle rewards ecosystem with Etihad Guest’s global travel benefits.
Masood Mohamed Sharif, CEO of e& UAE, said: “This collaboration brings together two of the UAE’s most trusted homegrown brands to deliver even more value to our loyal customers. By enabling seamless Smiles points and Etihad Guest Miles exchange, we’re not only growing the rewards ecosystem but also making benefits more accessible. It reflects our focus on creating smarter, more connected experiences that meet the evolving expectations of our customers.”
Antonoaldo Neves, CEO of Etihad Airways, said: “This partnership showcases our commitment to delivering extraordinary customer service for our guests, offering enhanced redemption flexibility and membership benefits. We are delighted to be collaborating as two of the UAE’s most successful and international Emirati brands, offering our loyal Etihad Guest members greater options to collect and redeem Miles, through this collaboration with e&.”
For existing members, it’s a chance to unlock new earning and redemption opportunities. For new users, it’s an invitation to enjoy the best of both worlds: Smiles’ everyday value and Etihad Guest’s extraordinary travel perks.
The service is currently live via the Smiles app, with integration on Etihad’s digital platforms launching in the near future.
