Emirates Skywards: My Family.
A Skywards feature that lets members pool and share Miles across their household, so every family makes the most of what they earn.
Make Miles go further, together.
Loyalty Miles too often sit unused in individual accounts. The brief was to develop and launch a Skywards feature that lets a household pool and share the Miles they earn, so families reach rewards faster.
The insight
Miles are earned individually, but aspirations are shared. Letting families combine what they earn, without losing their own tier status, turns scattered balances into reward-worthy journeys and deepens loyalty across a whole household.
Individual to household
Shifting the unit of loyalty from a single member to the family they travel with.
End to end
From product definition through to the digital marketing launch across Skywards channels.
One balance, the whole family.
Share your Miles
Contribute up to 100% of the Miles you earn on flights and partners, adjustable any time, down to 0%.
The whole household
A Family Head plus up to seven relatives, from spouses and children to parents and grandchildren.
Keep your tier
Tier Miles and existing balances stay personal. Only the Miles you choose to contribute are shared.
Reach rewards faster
A combined balance unlocks Classic Reward flights, Cash+Miles and Instant Upgrades sooner.
The "My Family" launch film for Emirates Skywards.
A loyalty feature built to last.
End to end, in 2018
Took a new loyalty feature from concept and product definition through to a full digital marketing launch.
The household, not the individual
Extended Skywards from the single member to the family, deepening engagement across households.
Core to the programme today
My Family remains a headline benefit of Emirates Skywards years after launch.