IBS Software has announced the successful deployment of its cloud-native iLoyal platform with Emirates Skywards, the loyalty programme of Emirates and flydubai. The launch marks the start of a long-term partnership aimed at transforming how Emirates Skywards engages its 35 million members worldwide.
The new platform is designed to deliver real-time personalisation, faster partner integration, and flexible programme design. This allows Emirates Skywards to adapt quickly to evolving customer needs while unlocking new business opportunities and enabling more than 100 global brand partners.
Enhancing customer experience and digital transformation
Marcus Puffer, Vice President and Head of Loyalty Management Solutions at IBS Software, described the launch as “a proud moment for IBS Software and a testament to the power of strategic collaborations”. He added that iLoyal “is more than a platform – it’s a catalyst for transforming the way airlines engage with their most valuable customers”.
Dr Nejib Ben-Khedher, Divisional Senior Vice President of Emirates Skywards, said the partnership is “a cornerstone of our innovation strategy”. He explained, “Together with IBS Software, we are building a future-ready loyalty ecosystem that empowers us to deliver richer, more seamless, and more rewarding experiences to our members. With iLoyal, we’re not only enhancing current capabilities but laying the foundation for future innovation and growth.”
Ali Serdar Yakut, Executive Vice President IT at Emirates, highlighted that the collaboration reflects the airline’s vision for world-class digital services. “We are pleased to partner with IBS Software to modernise our loyalty infrastructure. The successful deployment of iLoyal reflects our shared vision for delivering world-class digital experiences,” he said.
Technology built for the travel industry
iLoyal is a Software-as-a-Service (SaaS) loyalty solution designed specifically for the travel sector. Its modular setup, open API framework, and strong compliance capabilities allow for efficient partner integration and operational flexibility. The platform helps brands manage, scale, and innovate loyalty programmes while delivering value for both operators and customers.
This successful rollout is a significant step in IBS Software’s wider mission to drive digital transformation across the airline and travel industries. The company provides solutions across aviation, hospitality, cruise, and energy, and positions itself as a trusted partner to leading global brands.
Emirates Skywards currently offers four membership tiers – Blue, Silver, Gold, and Platinum – with benefits ranging from flight rewards and upgrades to hotel stays and exclusive event access. The new partnership is expected to enhance these offerings while paving the way for future growth.
