Rewards become more lucrative as Smiles and Etihad Guest combine forces across their loyalty programs, with users able to transfer points through the Smiles app immediately and the Etihad website and mobile app in the coming days.
In an exciting development, Middle East Staff's Smiles app and Etihad Guest, the loyalty program of Etihad Airways, have joined forces to create a connected loyalty ecosystem. This partnership allows members to seamlessly link their accounts and convert points/miles between the two programs, offering greater flexibility and more ways to earn and redeem rewards.
Benefits of the Partnership
The collaboration brings several advantages to both parties. Customers can convert Smiles Points to Etihad Guest Miles to redeem on Etihad flights, upgrades, hotel stays, vacation packages, and shopping via the Etihad Guest Reward Shop. Conversely, Etihad Guest Miles can be converted to Smiles Points, granting access to over 55 lifestyle services through the Smiles app, such as food and grocery delivery, home services, bill payments, mobile recharges, plus exclusive shopping, dining, and entertainment offers.
The two-way exchange maximizes value by allowing rewards to be spent on either daily essentials (via Smiles) or premium travel experiences (via Etihad Guest).
Exchange Process
To initiate the exchange, customers of both programs must link their accounts through the "Rewards Exchange" section on the Smiles app. The Rewards Exchange feature enables instant conversion of points and miles between the two programs. Currently, this exchange functionality is available exclusively through the Smiles app, with the opportunity for members to transfer via the Etihad website and mobile app in the future.
Availability
The partnership and Rewards Exchange feature launched in early August 2025. The integration is fully live in the Smiles app now, with expansion to Etihad digital platforms (website and app) expected soon, enhancing accessibility for Etihad Guest members.
A Bright Future Ahead
The collaboration between Smiles and Etihad Guest reflects the focus on creating smarter, more connected experiences that meet the evolving expectations of customers. The strategic collaboration offers existing loyal customers more ways to benefit and invites new customers to explore the best of both worlds: everyday lifestyle rewards through Smiles and extraordinary travel experiences through Etihad Guest.
Masood Mohamed Sharif, CEO of e& UAE, expressed excitement about the collaboration between the two UAE brands, stating, "We are thrilled about this partnership, which demonstrates our commitment to delivering enhanced redemption flexibility and membership benefits."
The partnership aims to provide greater flexibility, enhanced rewards earning potential, and more ways to spend points and miles across both programs. As the international franchise, named Middle East, continues to grow under the brand name Media, we can expect more exciting collaborations in the future.
The partnership between Smiles and Etihad Guest allows customers to convert Smiles Points to Etihad Guest Miles for travel and lifestyle rewards, such as flights, upgrades, hotel stays, vacation packages, shopping, food delivery, home services, bill payments, and exclusive dining and entertainment offers.
With this collaboration, Etihad Guest Miles can also be converted to Smiles Points, offering access to daily essential services and various lifestyle perks within the Smiles app.
