'U By Emaar,' the unique, customer-focused loyalty programme thatbrings added value for guests across the breadth of hotels, restaurants and entertainment attractions under the company, has now added Rove Hotels, a joint venture of Meraas and Emaar Properties PJSC, and managed by Emaar Hospitality Group, to its portfolio.

All four operational Rove Hotels in Dubai including Rove Downtown, Rove City Centre, Rove Healthcare City and Rove Trade Centre join the loyalty programme, enabling visitors and guests to earn Upoints, the currency of U By Emaar, with 1 Upoint for every AED 2 spent, when they stay at a Rove Hotels property.

Olivier Harnisch, Chief Executive Officer, of Emaar Hospitality Group, said: "U By Emaar is the only loyalty programme in the market today that gives its members more value by combining stays, spas, dining and entertainment attractions. Given the success of the four Rove Hotels since its inception, it's now time for Emaar to give back to those who have been loyal to us by adding the four properties to the U By Emaar programme."

In addition to redeeming points for stays at any Rove Hotels property, members of the U By Emaar programme can enjoy several benefits including 10 percent savings on direct bookings, late checkouts until 4pm, 20 percent savings on membership fees at Emaar Leisure Group properties and complimentary transfers to and from Dubai International Airport, depending on the tier.

U By Emaar is open for individuals over 18 years from anywhere in the world. Members are rewarded with Upoints when they stay, dine or enjoy any entertainment experience offered by Emaar's diverse participating portfolio of choices.

To join the unique programme, those interested can email: customerservice@ubyemaar.com or visit:www.UByEmaar.com for more information. A list of participating venues can be found here. The call-centre operates from 9am to 9pm, seven days a week, and can be reached on 800-LOYALTY (800-5692589) for UAE calls or +9714 567 2000 for international calls.