UAE’s ENOC YES Rewards and GEMS Rewards join forces, enabling loyalty points exchange for fuel, retail, and educational benefits.
DUBAI: Two of the UAE’s leading loyalty programmes — ENOC Group’s YES Rewards and GEMS Education’s GEMS Rewards — have announced a new partnership that allows members to exchange points seamlessly across both platforms. The collaboration, powered by Loyyal’s Xpand Point platform, aims to expand customer value and create a more connected rewards ecosystem.
The integration means that customers earning YES Rewards at ENOC service stations or retail outlets can now convert points into GEMS Rewards, which can be redeemed for lifestyle offers, discounts, and even tuition fee contributions across the GEMS Education network. Conversely, GEMS Rewards members will be able to convert their points into YES Rewards, unlocking fuel and retail offers across ENOC’s growing ecosystem.
Hussain Sultan Lootah, Acting Group CEO of ENOC, said: “We are pleased to establish this partnership with GEMS Education, which reflects our commitment to creating a positive impact for our nation. Through this collaboration, we aim to contribute to the development of a skilled and empowered generation, which is vital for sustainable progress and prosperity.”
Currently serving more than 300,000 members, GEMS Rewards provides exclusive discounts and lifestyle offers, with the added advantage of redeeming points against tuition fees. Dino Varkey, Group CEO of GEMS Education, welcomed the new partnership, saying: “We are delighted to partner with YES Rewards, one of the UAE’s most trusted programmes. This collaboration gives our families even more value in their everyday lives — including every litre of fuel bought at ENOC stations.”
Ashish Kumar Singh, CEO of Loyyal, added that the partnership highlights how technology is shaping smarter loyalty ecosystems: “With GEMS Rewards joining forces with YES Rewards, we are creating a dynamic rewards network that allows members to maximise their benefits effortlessly.”
By linking fuel, retail, and education, the new partnership underscores a shared commitment by ENOC and GEMS Education to provide meaningful, tangible rewards that extend from school gates to petrol forecourts, enhancing value for families and communities across the UAE.
