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How UAE airlines are making sure travel journey starts at your doorstep

The initiatives reflect a broader shift across the aviation industry, where airlines are increasingly competing on the complete travel journey

Nida Sohail
Nida Sohail

24 July, 2026

How UAE airlines are making sure travel journey starts at your doorstep

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Luxury travel is no longer defined solely by premium cabins, gourmet dining or exclusive airport lounges. For the UAE’s leading airlines, the journey increasingly begins long before passengers reach the terminal, as Emirates and Etihad Airways roll out services and rewards designed to make every stage of travel smoother, more personalised and more valuable.

As competition intensifies for premium travellers and frequent flyers, the country’s flagship carriers are broadening the definition of customer experience beyond the flight itself. While Etihad Airways is investing heavily in seamless, door-to-door travel services that eliminate many of the traditional airport hassles, Emirates is leveraging its Skywards loyalty ecosystem to ensure members extract greater value from every mile they earn, an Emirates media report said.

Together, the initiatives reflect a broader shift across the aviation industry, where airlines are increasingly competing on the complete travel journey rather than simply the in-flight experience.

Turning loyalty into everyday value

For Emirates, the latest focus is on making its Skywards programme an integral part of customers’ everyday spending habits, allowing members to redeem miles across shopping, dining, airport services and entertainment.

Read more-Emirates unveils economy upgrade: ‘No more neck pillows needed’

Under a limited-time promotion running until September 30, 2026, Emirates Skywards is offering enhanced redemption opportunities across Skywards Everyday, Skywards Miles Mall, the Emirates Official Store, Dubai Duty Free and marhaba Airport Meet & Greet services.

The campaign aims to ensure members receive more value from their accumulated Skywards Miles by expanding the number of ways they can spend them both before and during their journeys.

One of the centrepieces of the promotion is Skywards Everyday, which allows members to instantly convert Skywards Miles into cashback at hundreds of retail, dining and lifestyle outlets across the UAE. Participating partners include Careem, Costa Coffee, MMI, BinSina Pharmacy, Al Jaber Optical, The Body Shop, NARS and many more.

During the promotional period, members can redeem just 350 Skywards Miles for Dhs10 in cashback, enabling frequent flyers to benefit from their loyalty well beyond booking flights.

The airline is also encouraging members to redeem their miles through Skywards Miles Mall, where digital gift cards from brands including Amazon AE, Deliveroo, Shukran, Apple and NIKE can be purchased from as little as 2,000 Skywards Miles. The gift cards can be used both online and in stores, offering customers additional flexibility in how they spend their rewards.

Beyond retail, Skywards Miles can also be redeemed at Dubai Duty Free, for purchases through the Emirates Official Store and for marhaba Airport Meet & Greet services, enabling travellers flying with Emirates—or even other airlines—to enjoy a smoother airport journey using their accumulated miles.

Exclusive rewards for cardholders

The airline is also rewarding eligible Emirates Skywards Visa Credit Cardholders across the GCC with additional benefits.

Cardholders can enjoy up to 20 per cent off selected event redemptions through Skywards Exclusives, with participating sporting and entertainment events carrying a dedicated “Co-Brand Offer” label.

Emirates has further linked the promotion with Dubai Summer Surprises, encouraging members to continue earning and spending miles throughout the shopping festival.

Until August 30, 2026, members who spend Dhs200 or more with participating Skywards Everyday partners or through Skywards Miles Mall UAE are automatically entered into a raffle to win 10,000 Skywards Miles.

In total, 500 winners will each receive 10,000 Skywards Miles, with five million Skywards Miles available throughout the campaign. Every qualifying purchase generates an additional raffle entry, increasing members’ chances of winning.

Members can also earn up to one Skywards Mile per $1 spent at Dubai Mall, depending on their membership tier, complete weekly challenges through the Skywards Everyday app for bonus rewards and benefit from additional Miles promotions across selected Emirates Skywards travel partners during Dubai Summer Surprises.

The strategy highlights how loyalty programmes have evolved beyond traditional frequent flyer schemes into broader lifestyle ecosystems that encourage year-round customer engagement.

Etihad shifts the airport experience to the front door

While Emirates is expanding the value of loyalty rewards, Abu Dhabi-based Etihad Airways is focusing on removing friction from every step of the travel journey.

Its latest suite of guest services is designed around a simple premise: the airport experience should begin at home.

Instead of asking passengers to arrive early and navigate check-in counters, luggage queues and airport formalities, Etihad is extending many of these services directly to customers’ homes and hotels.

Working with Morafiq, the airline now offers home check-in, where agents visit guests before departure, complete the check-in process, print boarding passes and baggage tags, and transport luggage directly to the airport.

Passengers are then able to travel to Zayed International Airport without carrying checked baggage, reducing stress and simplifying the airport journey.

The service can be booked between 24 hours and five hours before departure through the Etihad app, by telephone, WhatsApp or Etihad Concierge for premium guests.

Pricing starts from Dhs185 for up to two bags and extends to 10 bags, with additional luggage charged from Dhs35 per bag. The service is complimentary for guests travelling in The Residence and First Deluxe, while Etihad Guest members can also select it as a Custom Benefit.

Travellers who prefer dropping off their luggage while on the move can instead use Morafiq’s Remote Check-in facilities located across Abu Dhabi, including Cruise Terminal 1, Mussafah, Madinat Zayed and Lulu Hypermarket in Al Ain.

These locations allow guests to complete check-in and baggage drop as much as 24 hours before departure, significantly reducing waiting times at the airport.

Creating a seamless premium journey

Once at Zayed International Airport, Etihad continues to differentiate the experience through dedicated check-in facilities and priority services.

Business Class passengers benefit from priority check-in and a streamlined immigration process, while guests travelling in The Residence and First enjoy exclusive check-in areas alongside dedicated immigration services.

Priority Access, available for purchase or through Etihad Guest Miles, includes priority check-in, boarding and expedited baggage delivery upon arrival. The service is complimentary for travellers flying in Business, First and The Residence.

The airline has also strengthened its Meet & Assist offering.

Passengers can be welcomed by a personal host who guides them through priority airport procedures, assists families travelling with children or first-time flyers, and accompanies them throughout the terminal.

Guests choosing Meet & Assist VIP are welcomed through Abu Dhabi’s private VIP Terminal, where dedicated check-in, porter services, lounge access and chauffeur-driven transport directly to the aircraft further streamline the experience.

Meet & Assist Plus additionally provides lounge access across more than 100 airports throughout Etihad’s network, while the service is included for First Deluxe passengers.

Complementing these airport services is Etihad’s Global Chauffeur programme, which provides complimentary chauffeur transport between Zayed International Airport and destinations across the UAE, as well as at many international destinations, for eligible premium cabin passengers.

Etihad Guest members may also choose the chauffeur service as one of their Custom Benefits.

The seamless experience extends even after landing.

Through the airline’s Land & Leave service, powered by Morafiq, passengers arriving in Abu Dhabi can leave the airport immediately while their checked baggage is collected and delivered directly to their homes within three hours.

The service is complimentary for guests travelling in The Residence and First and is available to all other passengers from Dhs125 for up to two bags.

Captain Majed Al Marzouqi, chief operations and guest officer, Etihad Airways, said: “A calm start makes for a better journey. Whether a guest checks in from home, is met at the door of the terminal or waits in a lounge, the aim is the same, to give guests back the time and peace of mind that travel can otherwise take away.”

Competing beyond the cabin

Taken together, the latest initiatives from Emirates and Etihad illustrate how luxury travel is increasingly being measured by convenience, flexibility and personalisation rather than the flight alone.

For Emirates, the emphasis is on ensuring loyalty members derive meaningful everyday value from their accumulated miles through cashback, retail purchases, entertainment, airport services and shopping rewards.

For Etihad, the strategy focuses on eliminating friction across every stage of the journey, allowing passengers to move effortlessly from their front door to the aircraft and back home again.

As travellers increasingly seek seamless, stress-free experiences alongside premium comfort, the UAE’s leading airlines are positioning themselves at the forefront of a growing trend: transforming the airport from a destination passengers travel to into an experience that begins the moment they leave home.

Trump ties US-Saudi civil nuclear deal to Abraham Accords

The comments introduce a new political condition to a deal that the two countries announced a day earlier

Rajiv Pillai
Rajiv Pillai

23 July, 2026

Trump ties US-Saudi civil nuclear deal to Abraham Accords
Image: Getty Images

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US President Donald Trump has said a proposed civil nuclear cooperation agreement between Washington and Saudi Arabia will only move forward if the kingdom joins the Abraham Accords, linking the long-discussed energy partnership directly to a broader regional normalisation framework.

In a post on Truth Social on Thursday, Trump said the agreement between the US Department of Energy and Saudi Arabia would be limited to civilian applications and would not permit uranium enrichment.

“The Civil Nuclear Deal (There will be no enrichment of material!) being made between the United States Department of Energy and Saudi Arabia, which pertains only to non-military use such as the ones that Iran and UAE (and others) already have, will be approved, but is totally subject to Saudi Arabia joining the very respected and successful Abraham Accords,” Trump wrote.

He added: “The United States is not opposed to Civil (Non-Enriched) Nuclear Facilities.”

The comments introduce a new political condition to a deal that the two countries announced a day earlier. The agreement is intended to establish a framework for long-term civilian nuclear cooperation, supporting Saudi Arabia’s plans to diversify its energy mix and develop a domestic nuclear power sector using US technology.

Ryan Fox and the business of becoming a champion golfer

As Arena celebrates brand ambassador Ryan Fox’s historic Open Championship victory, the New Zealand golfer reflects on the pressure of becoming Champion Golfer of the Year, the commercial opportunities that follow and why authenticity remains his greatest asset on and off the course

Rajiv Pillai
Rajiv Pillai

23 July, 2026

Ryan Fox and the business of becoming a champion golfer
Ryan Fox lifting the Claret Jug at The Open Championship/Image credit: David Cannon

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Global event specialist Arena, a Modon company, is celebrating one of the biggest moments in world golf after brand ambassador Ryan Fox claimed his maiden major title by winning The Open Championship over the weekend.

Arena has partnered with the New Zealander since 2023, supporting him through the most successful period of his career. The partnership, the company says, is built on a shared commitment to excellence, resilience and delivering under pressure—qualities that were on full display as Fox held his nerve to lift the Claret Jug.

“Winning The Open is one of the greatest achievements in sport, and everyone at Arena is immensely proud to see Ryan achieve something so special,” said Paul Berger, group CEO of Arena.

“We’ve had the privilege of working alongside Ryan long enough to know that this success hasn’t come by chance. It is the product of relentless commitment and an unwavering desire to improve—qualities that resonate deeply with our own business. Across Arena, excellence is expected every single day, and Ryan approaches his profession with the same mindset, which is why this partnership has always felt so natural.”

Berger added: “To see him crowned Open Champion is a fantastic moment, not only for Ryan and his team, but for everyone who has followed his journey. We couldn’t be happier for him and we’re excited to continue supporting him as the next chapter of his remarkable career unfolds.”

Arena has been an integral component of a number of high profile and diverse sporting events, including services and infrastructure support provided to the 2024 Paris Olympics Games, Formula1 races in Abu Dhabi, Jeddah, Vegas, Miami and Austin, Wimbledon and the annual Cinch Championships at Queen’s Club in London as well as setting up a modular cricket stadium for the T20 World Cup in New York.

Image credit: David Cannon

An exclusive interview with Ryan Fox

Gulf Business caught up with Fox following his Open Championship victory.

For Fox, the achievement is still difficult to comprehend.

“It feels amazing. I’m still not sure it’s real, to be honest. Even though that Claret Jug sitting behind me is definitely real,” he tells Gulf Business.

“It’s going to take a while to sink in, but I’m incredibly proud of the achievement. I’m also incredibly proud of how it happened and how I controlled myself. I’d never been in that situation before. I didn’t know if I had it in me, and it’s kind of cool to find out I did.”

The defining challenge wasn’t the drive down the 18th fairway but standing over the putt that would win one of golf’s most prestigious championships.

“There was a point where it kind of hit me: I’ve got a putt to win The Open. That was overwhelming,” he says.

Rather than allowing the moment to consume him, Fox focused on what he could control—his breathing, his routine and his commitment to the stroke.

The putt disappeared into the hole, triggering an emotional release after four days of relentless pressure.

“I let everything out. It was the greatest feeling in the world,” he says. “Three seconds after that, I was like a deer in the headlights, not knowing what to do.”

Winning a major changes far more than a golfer’s record books. It also reshapes their commercial profile, opening new sponsorship opportunities, partnerships and global recognition.

Fox expects life to become considerably busier.

“It’s going to make my agents a lot busier,” he says with a smile.

“Being a major champion—and that still sounds weird to say—obviously opens a lot more doors and a lot more opportunities. There’ll be more partnerships and activations from current partners, and there’s a lot coming that I probably don’t even have the slightest clue what it will be, but I’m looking forward to what it brings, both from a golf sense and a business sense.”

He is equally realistic about the increased scrutiny that comes with success.

Image credit: David Cannon

“I’ve achieved a dream. If you’re not prepared to put up with what comes with that dream, then it probably shouldn’t have been a dream in the first place,” he says. “Whatever comes with it—whether it’s opportunity, scrutiny or pressure on my time—I wanted this to happen, and I want to enjoy what’s coming as much as possible.”

Having spent much of his career on the DP World Tour, Fox has also witnessed the Middle East emerge as one of golf’s most influential regions.

“The Middle East has been a huge player in golf since I made it on the DP World Tour,” he says. “The DP World Tour Championship in Dubai is a huge deal, and with everything Saudi Arabia has done in golf, the region has had a huge impact on the game. The Middle East is a big player in golf, and I think it will be for years to come.”

Among his favourite venues are Yas Links, Emirates Golf Club and Abu Dhabi Golf Club—courses he believes reflect the region’s ambition to deliver world-class sporting experiences.

Away from the fairways, Fox believes the same principles that underpin elite sport also define successful business relationships.

“I’ve just tried to be me,” he says. “I’ve had some great sponsors and partners over the years and ended up having personal relationships with a lot of the people involved. You don’t have to be arrogant, cocky or difficult to be successful. You can still be competitive, but you can also be a good person.”

It’s a philosophy rooted in his New Zealand upbringing and one that has helped shape both his sporting career and his commercial partnerships.

Now, as Champion Golfer of the Year, Fox enters the next phase of his career with a major title, a growing global profile and the backing of partners who have supported his journey long before the Claret Jug became part of the picture.

Abu Dhabi launches AI-powered policy programme for government leaders

Participants will develop practical capabilities in identifying policy challenges, selecting appropriate policy tools, addressing implementation bottlenecks, engaging stakeholders and applying international best practices in ways that align with Abu Dhabi’s strategic priorities

Rajiv Pillai
Rajiv Pillai

23 July, 2026

Abu Dhabi launches AI-powered policy programme for government leaders
Image: Getty Images

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The Department of Government Enablement – Abu Dhabi (DGE) has launched an AI-powered Policy Development Programme for senior government leaders, aimed at strengthening policymaking capabilities and accelerating the adoption of evidence-based, technology-enabled governance across the emirate.

Developed in partnership with the Lee Kuan Yew School of Public Policy (LKYSPP), the executive programme is designed for Executive Directors and equivalent senior officials with strategic and operational responsibility for policy design, implementation and oversight.

The initiative forms part of Abu Dhabi’s broader strategy to enhance public sector leadership by equipping decision-makers with advanced policy development skills that improve policy quality, strengthen implementation and deliver better outcomes for citizens, residents and businesses.

Dr Yasir Al Naqbi, Director General of GovAcademy at DGE, said: “Our people are at the centre of government excellence. This programme reflects our commitment to investing in government leaders and empowering them to develop more effective and responsive policies, improving the quality of people-centred government services and strengthening public sector performance across Abu Dhabi.

“Through this pioneering programme, we aim to enhance government performance by building the skills, systems and capabilities needed for the future. It will equip leaders to turn strategy into action and measurable outcomes while advancing a connected, future-ready government ecosystem.”

Participants will develop practical capabilities in identifying policy challenges, selecting appropriate policy tools, addressing implementation bottlenecks, engaging stakeholders and applying international best practices in ways that align with Abu Dhabi’s strategic priorities.

A key component of the programme is an intensive learning module in Singapore, where participants will take part in workshops, group projects, lectures, learning journeys and sessions with policy experts. The module will cover areas including impact assessment, behavioural insights, policy communication, monitoring and evaluation, transformational governance, Smart Nation Singapore, and the application of artificial intelligence in government transformation.

The programme also aims to strengthen anticipatory governance by enabling leaders to identify emerging challenges earlier, improve cross-government collaboration and develop more agile, data-driven public policies.

According to DGE, the initiative reinforces its commitment to building future-ready leadership capabilities across the Abu Dhabi Government while fostering a culture of continuous learning and innovation to support the emirate’s long-term development agenda.

UAE residential market cools as prices and rents moderate: JLL

In Abu Dhabi, secondary market transactions fell by approximately 18.1 per cent, although overall sales activity remained positive on an annual basis, driven by strong demand for off-plan properties

Rajiv Pillai
Rajiv Pillai

23 July, 2026

UAE residential market cools as prices and rents moderate: JLL
Image: Getty Images

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The UAE’s residential property market entered a period of moderation in the second quarter of 2026, with both home prices and rental rates easing as rising supply, softer demand and targeted government interventions reshaped market dynamics, according to JLL’s latest Living Market Dynamics report.

The consultancy said the market is transitioning from a phase of rapid growth towards greater stability, with cooling demand coinciding with increased housing supply and heightened uncertainty linked to the regional conflict that began in late February.

The second quarter also saw policymakers introduce measures aimed at improving affordability and supporting long-term market resilience. These included Abu Dhabi’s residential rental freeze and Dubai’s Flexi Rent initiative, while several UAE banks also began offering early-stage mortgage financing for off-plan properties before handover, a move expected to broaden the buyer base for the country’s dominant off-plan market.

Mouhammad Takieddin, regional head and CEO of Middle East and Africa at JLL, said: “The UAE’s residential sector is demonstrating a clear and mature shift, moving from a phase of accelerated growth to a greater focus on stability and long-term value. This evolution aligns with the nation’s broader economic vision and is strongly supported by targeted interventions aimed at enhancing stability and reinforcing confidence amid regional uncertainty. For savvy investors and occupiers, this evolving landscape creates distinct opportunities. Combined with the UAE’s strong economic fundamentals, the market remains robust and well-positioned for continued growth.”

Mouhammad Takieddin, regional head and CEO of Middle East and Africa at JLL

The report highlighted diverging trends across the sales market. In Abu Dhabi, secondary market transactions fell by approximately 18.1 per cent, although overall sales activity remained positive on an annual basis, driven by strong demand for off-plan properties. Apartment prices rose 19.4 per cent year-on-year, while townhouse prices increased 11.2 per cent. On a quarterly basis, however, apartment and villa prices declined, with only townhouses recording growth of around 6 per cent.

Dubai also experienced a market adjustment, with residential sales transactions valued at Dhs87.9 billion during the quarter. Transaction volumes declined 28.6 per cent year-on-year, led by a 41.8 per cent fall in secondary market activity. Although annual price growth remained positive at between 2 and 6 per cent, quarterly data showed prices easing by 2 to 3 per cent, with apartments recording the sharpest declines.

Rental markets also showed signs of cooling despite pockets of resilience. In Abu Dhabi, new lease registrations increased 6.5 per cent year-on-year and 9.9 per cent during the first half of 2026, while average rents rose between 7.6 per cent and 26.3 per cent across residential segments, led by townhouses. Overall rental registrations, however, fell 6.1 per cent as lease renewals declined.

In Dubai, total rental registrations edged up 1.1 per cent annually, but both new and renewed contracts weakened, contributing to an 8.2 per cent quarter-on-quarter decline in registrations. Average rents across the emirate fell between 4 and 6.5 per cent during the quarter.

JLL said policy interventions played a key role in supporting affordability. Abu Dhabi introduced a rental freeze in June, while Dubai launched its Flexi Rent initiative, enabling tenants to pay rent in monthly or quarterly instalments with participating developers instead of a single annual cheque.

Looking ahead, the consultancy expects the delivery of approximately 40,000 residential units across the UAE during the second half of 2026, including 28,300 units in Dubai and 11,700 units in Abu Dhabi.

With a significant volume of new supply entering the market alongside moderating demand, developers are becoming more selective about new launches, focusing instead on completing existing projects and maintaining quality. At the same time, many are strengthening partnerships with international brands to differentiate projects, attract investors and support premium positioning in an increasingly competitive residential market.

UAE advances AI talent strategy with National Experts Program

The opening module moves beyond the use of AI applications to examine how AI systems are designed, trained, deployed and scaled in real-world environments

Rajiv Pillai
Rajiv Pillai

23 July, 2026

UAE advances AI talent strategy with National Experts Program
Image: Supplied

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The UAE has launched the first technical learning phase of the National Experts Program’s Artificial Intelligence Track (NEP-AI), marking the next step in its strategy to develop a pipeline of Emirati AI talent capable of supporting the country’s long-term technology ambitions.

The programme’s first module, “AI Foundations and the AI Stack,” brings together 32 Emirati experts to build technical expertise in the technologies, infrastructure and data systems that underpin modern artificial intelligence.

The launch was attended by Omar Sultan Al Olama, UAE Minister of State for Artificial Intelligence, Digital Economy, and Remote Work Applications, and His Excellency Omran Sharaf, Assistant Foreign Minister for Advanced Science and Technology.

Al Olama said investing in national talent is central to strengthening the UAE’s long-term leadership in artificial intelligence and building a future-ready economy.

He said: “As AI continues to reshape industries and societies, developing highly skilled national talent with both technical expertise and strategic insight has become a national priority to ensure the UAE remains at the forefront of technological advancement.”

He added that the AI Track reflects the UAE’s commitment to building world-class AI capabilities by equipping Emirati experts with the technical knowledge and leadership skills needed to accelerate AI adoption across sectors, strengthen policymaking and reinforce the country’s global position in artificial intelligence.

Sharaf said artificial intelligence has evolved beyond a technology enabler to become a strategic pillar for economic competitiveness, national resilience and international influence.

He said: “The UAE’s strategic approach to artificial intelligence, underpinned by strong national support and robust strategic partnerships, reflects the nation’s position as a leading global partner in AI and technological innovation. The UAE reflects this vision through its commitment to building a secure and prosperous future for young people and future generations by investing in human capital and empowering national talent.”

The opening module moves beyond the use of AI applications to examine how AI systems are designed, trained, deployed and scaled in real-world environments. Participants will study AI compute infrastructure, including Graphics Processing Units (GPUs), as well as the energy requirements and global supply chains that support the development of advanced AI models.

The curriculum also covers the broader AI technology stack, including data architecture, model development, deployment and governance, with a focus on how data quality and infrastructure influence AI performance.

As part of the programme, participants will visit the Technology Innovation Institute (TII) and ADIA Lab, where they will gain first-hand exposure to AI research and development in the UAE.

At ADIA Lab, director Dr Horst Simon and the lab’s researchers will discuss the strategic importance of compute infrastructure for AI innovation and showcase the organisation’s research initiatives. At TII, chief executive officer Dr Najwa Aaraj will lead a panel discussion on building sovereign AI capabilities through national infrastructure and strategy.

The technical knowledge gained during the module will feed into participants’ capstone projects, which are designed to address real-world organisational and national challenges by applying AI solutions with measurable impact.

The AI foundations module establishes the technical baseline for the programme before participants move on to subsequent modules covering AI leadership, strategy and innovation, supporting the UAE’s broader ambition to develop homegrown expertise in one of the world’s fastest-growing technologies.

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