Alshaya Group’s Aura Loyalty Programme Partners with Hilton Honors to Unlock New Rewards Across Lifestyle and Travel

20 May 2026

Partnership Launches in MENA with a Two-Way Status Match and Exclusive Member Offer

Leading retail franchise operator Alshaya Group and global hospitality company Hilton are proud to announce a strategic partnership bringing together their award-winning loyalty programmes Aura and Hilton Honors.

This strategic partnership not only introduces a comprehensive rewards system but also showcases an unwavering commitment to elevating customer experiences across the board.

John Hadden Chief Executive Officer, Alshaya Group, said, “This partnership with Hilton is a significant step in expanding Aura’s value for our members. By launching with a two-way status match and an exclusive offer for Aura members, we are recognising customers for their loyalty and giving them access to elevated benefits when they travel - further extending Aura’s role within our customers’ everyday lives.”

Reflecting on the lifestyle of GCC consumers who move seamlessly between dining, retail, and travel, this partnership unites two leading brands deeply integrated into members' daily routines. The collaboration introduces a two-way status match, complemented by an exclusive offer for Aura members staying at Hilton in all Aura markets – the UAE, Saudi Arabia, Kuwait, Qatar and Bahrain.

Guy Hutchinson, President, Middle East & Africa, Hilton, said, “We are proud to build on our longstanding relationship with Alshaya Group, uniting its market-leading retail and dining portfolio with Hilton’s extensive hospitality network. With more than 9,200 hotels worldwide, we look forward to welcoming Aura members and providing the memorable stays and signature hospitality that Hilton is globally known for.”

Eligible Aura members can utilize their one-time claim code to fast-track their Hilton Honors tier status to Silver or Gold based on their membership level, with Hilton Honors Gold now being the most valuable mid-tier status. Members can also enjoy 20% off their stays with breakfast included for a limited time, plus double Hilton Honors Points at participating Hilton hotels across the Middle East, North Africa and Indian Ocean.

Similarly, Hilton Honors members can apply their one-time code to instantly unlock premium Aura benefits and bridge into Aura’s Star and VIP tiers, granting them immediate access to an exciting range of exclusive retail and dining rewards across 50+ Alshaya brands including American Eagle, Footlocker, Victoria’s Secret, H&M, Bath & Body Works, Charlotte Tilbury, Raising Cane’s, Shake Shack, Chipotle, Primark, and Ulta Beauty. etc. Aura Star and VIP members also get accelerated Aura Points earning along with exclusive offers and benefits like early access to sales, free delivery, exclusive invites, and much more.

Hilton Honors is the trusted loyalty companion that more than 250 million people worldwide bring with them during their travels. With a Hilton brand for nearly every occasion and budget, traveling with Hilton Honors provides loyalty members with more flexibility and personalisation to enjoy the ultimate hotel stay experience. When members plan with Hilton Honors they earn exclusive perks, elite status and Points that can be used toward room nights, once-in-a-lifetime experiences and so much more.

Since its launch in 2022, Aura has grown into a premier loyalty programme with over 8 million members across the region. With its high engagement and customer-centric design, the app has been downloaded over 7 million times and maintains an impressive 80% reward redemption rate and a 4.9 app rating. The programme was recently honored for the third consecutive year at the International Loyalty Awards as the Best International Loyalty Programme in the Middle East.

Notes to Editors
•    The Aura Member Exclusive offer is valid for bookings made between May 20 and September 3, 2026, for stays completed by December 30, 2026.
•    Aura members can access corresponding Hilton Honors tiers based on their status, unlocking benefits including discounted member rates, points earning and access to exclusive experiences at Hilton hotels worldwide. Aura Star and VIP members may fast track to Hilton Honors Gold and Diamond status respectively, subject to minimum spend requirements.
•    Hilton Honors members can access corresponding Aura tiers aligned to their status, with personalised offers, earning points and exclusive experiences across more than 50 brands across the region. Silver and Gold members may qualify for Aura Star status with a fast track to VIP, while Diamond members can access Aura VIP status plus 25,000 bonus Aura Points, subject to minimum spend requirements.