Aura wins Best Strategic Partnership in Global Loyalty at the International Loyalty Awards 2026

01 Jun 2026

Accomplishment recognizes the successful partnership with NBK and The Avenues - Kuwait

Kuwait, 24 May, 2026: Aura, Alshaya Group’s award-winning customer loyalty programme was recently recognised at the 2026 International Loyalty Awards as the Best Strategic Partnership in Global Loyalty for their successful partnership with National Bank of Kuwait (NBK) and The Avenues - Kuwait.

"Receiving the Best Strategic Partnership in Global Loyalty award at the International Loyalty Awards is a proud moment for Alshaya Group," said John Hadden, CEO of Alshaya Group. "Customer loyalty is central to everything we do. Our strategic collaboration with NBK underscores our commitment to delivering exceptional value, allowing Aura members to seamlessly redeem rewards while simultaneously elevating the overall banking experience for our shared customers."

For his part, Mr. Mohammed Al-Othman, Chief Executive Officer of Consumer & Digital Banking Group at NBK, said: “We are proud of this award that reflects the success of our strategic partnership with Alshaya Group; a partnership that has set a model for cooperation between the banking and retail sectors and has contributed to providing real added value to customers. This achievement is the result of joint work and a unified vision based on innovation and enhancing the customer experience, by providing advanced financial solutions that are directly related to their daily lifestyle”.

“Through NBK Aura Cards,” Al-Othman added, "we were keen to design banking products that combine flexibility, rewarding benefits, and exclusive advantages, giving our customers an exceptional experience that goes beyond traditional services and keeps pace with their growing aspirations”.

Al-Othman also noted that NBK will continue to build on this success by developing more innovative solutions and strengthening its strategic partnerships with leading institutions in various sectors, further reinforcing its leadership and unwavering commitment to being the preferred banking partner for customers by providing the best, most innovative, and valuable integrated banking experience.

In early 2025, Aura partnered with NBK in an exclusive partnership to launch NBK Aura World Mastercard Credit Card and the NBK Aura Platinum Mastercard Prepaid Cards. The initiative successfully enables cardholders earn up to 8% in Aura points on their purchases across Alshaya brands, up to 4% on their spend at other brands within The Avenues - Kuwait, and up to 1% on all other spends. The Avenues – Kuwait is one of the largest retail, leisure, entertainment and hospitality destinations in the region. 

QUOTE FROM Mr. Mohammed Al-Othman, Chief Executive Officer of Consumer & Digital Banking Group at NBK

The partnership has achieved remarkable commercial success, with the co-branded cards becoming one of the fastest-growing cards in NBK’s portfolio. Since its launch, the programme has unlocked a 4x spike in credit card acquisition in Kuwait with users spending three times more than an average Aura member. To date, the total cards acquired have exceeded 26,000 with projections on track to complete 28,000 by year-end.

With the introduction of the two new cards, NBK Mastercard holders can redeem their earned Aura points at over 50 iconic brands including Starbucks, American Eagle, Footlocker, Victoria’s Secret, H&M, Bath & Body Works, Charlotte Tilbury, Raising Cane’s, Shake Shack, Chipotle, Primark, and Ulta Beauty.The application provides customers with the flexibility to manage and redeem their points, enabling them to shop and pay directly at participating stores using their earned rewards.

Both cards also grant holders exclusive Mastercard benefits, including complimentary access to numerous airport lounges worldwide, free travel insurance, travel discounts, and a host of additional perks.

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 honoured for the third consecutive year at the International Loyalty Awards as the Best International Loyalty Programme in the Middle East.