Emaar Hospitality Group has officially expanded its award-winning loyalty platform, U by Emaar, into the Turkish market with the addition of Address Istanbul. Situated in the upscale Emaar Square district, this development not only marks a new chapter in Emaar’s global hospitality strategy but also introduces Türkiye’s travelers to a new level of personalized luxury experiences.
This expansion strengthens Emaar’s international presence following recent programme rollouts in Saudi Arabia and Bahrain, and positions Address Istanbul as a flagship destination for both local and international members seeking rewards-driven luxury.
Istanbul: A Strategic Gateway for Global Luxury Travelers
Istanbul, a vibrant bridge between Europe and Asia, welcomes over 17 million international tourists annually according to Türkiye’s Ministry of Culture and Tourism. The city’s unique blend of ancient heritage, Ottoman grandeur, and contemporary urban charm makes it a natural fit for the U by Emaar experience.
Address Istanbul leverages this cosmopolitan energy by offering members of U by Emaar the opportunity to earn and redeem UPoints across hotel stays, fine dining, wellness services, and bespoke cultural experiences. The strategic location of Emaar Square — home to a premium lifestyle mall and major business addresses — enhances accessibility for business and leisure travelers alike.
Address Istanbul: Blending Turkish Tradition with Global Luxury Standards
More than just a hotel, Address Istanbul has been designed to reflect both the elegance of modern architecture and the warmth of traditional Turkish hospitality. The hotel features:
- Luxurious guest rooms and suites with skyline views
- International and Turkish fine dining restaurants
- State-of-the-art spa and wellness center
- Bespoke concierge services
- Direct access to the Emaar Square Mall
Guests can unwind at the Address Spa, explore Türkiye’s diverse culinary landscape, or take advantage of curated cultural itineraries offered through the U by Emaar concierge — including tours of iconic landmarks such as Hagia Sophia, Topkapi Palace, and the Grand Bazaar.
Loyalty With Lifestyle: Unlocking Exclusive U by Emaar Privileges in Istanbul
U by Emaar is not just a loyalty programme—it’s a comprehensive lifestyle ecosystem that merges travel, wellness, entertainment, and retail under one seamless digital platform. With the addition of Istanbul, members from the UAE, GCC, and now Europe and Asia can:
- Earn points on every hotel stay
- Redeem UPoints across all Emaar Hospitality brands
- Access exclusive member-only deals
- Enjoy VIP experiences including spa retreats, culinary events, and private tours
By incorporating Address Istanbul into the programme, Emaar is offering members unprecedented access to one of the most culturally rich and dynamic cities in the world — all while retaining the comfort and luxury they expect from a top-tier hospitality brand.
Emaar’s Vision: Connecting World-Class Destinations
In a statement by Emaar Hospitality Group, the Istanbul launch was described as a pivotal moment in the group’s regional and global expansion plan. “We’re proud to introduce our lifestyle-driven hospitality model to Türkiye,” a spokesperson said. “Istanbul is not just a destination, it’s a cultural epicenter, and with Address Istanbul, we’re giving our members the chance to explore it in luxury.”
Emaar’s expansion into Türkiye comes at a time when demand for personalized travel experiences is at an all-time high. As affluent travelers seek deeper cultural engagement without sacrificing comfort, loyalty programs like U by Emaar are uniquely positioned to meet that demand through a mix of localized experiences and globally consistent service standards.
Address Istanbul: At the Heart of Tourism and Economic Growth
The presence of Emaar in Türkiye aligns with national goals to diversify and upscale the country’s tourism economy. Türkiye’s Ministry of Culture and Tourism has placed increased focus on attracting high-spending visitors and expanding year-round tourism, especially in major urban centers like Istanbul.
Emaar Square, which includes the hotel, luxury residences, and one of the city’s top shopping malls, is rapidly becoming a new epicenter for both tourism and commerce. The development supports Türkiye’s vision of urban regeneration and premium tourism infrastructure investment, attracting business leaders, digital nomads, and global travelers alike.
A Global Loyalty Experience — Now in Türkiye
With Address Istanbul, Emaar has successfully added Türkiye to its growing map of luxury lifestyle destinations, bringing the world-class benefits of U by Emaar to a city where East meets West. This move cements Istanbul’s position not only as a global tourism powerhouse but also as a hub for next-generation hospitality.
Whether you’re exploring the Bosphorus on a private yacht, attending a high-level conference in the business district, or simply indulging in a weekend of spa and shopping, Address Istanbul ensures U by Emaar members enjoy a highly curated, fully immersive, and deeply rewarding stay.
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