IBS Software and Emirates Skywards Launch Strategic Partnership and Successfully Deploy Next-Gen iLoyal Loyalty Platform

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17 Sep, 2025, 09:00 GMT

Milestone partnership delivers digital transformation and customer engagement for over 35 million loyalty members worldwide

DUBAI, UAE, Sept. 17, 2025 /PRNewswire/ -- IBS Software, a global leader in SaaS solutions for the travel industry, today announced the successful go-live of its cloud-native iLoyal platform with Emirates Skywards, the award-winning loyalty programme of Emirates and flydubai.

This image opens in the lightbox — L-R: Anita Ramchandani, Vice President Skywards Programmes & Performance; Dr. Nejib Ben-Khedher, Divisional Senior Vice President, Emirates Skywards; Adnan Kazim, Deputy President & Chief Commercial Officer, Emirates; VK Mathews, Founder and Executive Chairman, IBS Software; Marcus Puffer, Vice President & Head of Loyalty Management Solutions IBS Software; Gautam Shekar, Senior Vice President and Head of the Asia Pacific Region, IBS Software; and Jake Sims, Senior Vice President, Emirates IT

The milestone marks the beginning of a long-term innovation partnership to modernize and future-proof the loyalty programme's ecosystem, serving over 35 million members globally. At the core of this collaboration is IBS Software's iLoyal platform, designed to drive real-time personalization, faster partner integration, and flexible program design, empowering Emirates Skywards to respond to evolving member expectations, unlock new business value, and enable 100+ global brand partners.

"This go-live is a proud moment for IBS Software and a testament to the power of strategic collaborations," said Marcus Puffer, VP & Head of Loyalty Management Solutions at IBS Software. "iLoyal is more than a platform – it's a catalyst for transforming the way airlines engage with their most valuable customers. Emirates Skywards is an iconic loyalty brand, and we're honoured to support their vision for innovation and growth."

"This partnership is a cornerstone of our innovation strategy," said Dr. Nejib Ben-Khedher, Divisional Senior Vice President, Emirates Skywards. "Together with IBS Software, we are building a future-ready loyalty ecosystem that empowers us to deliver richer, more seamless, and more rewarding experiences to our members. With iLoyal, we're not only enhancing current capabilities but laying the foundation for future innovation and growth."

Ali Serdar Yakut, Executive Vice President IT, Emirates, added, "We are pleased to partner with IBS Software to modernize our loyalty infrastructure. The successful deployment of iLoyal reflects our shared vision for delivering world-class digital experiences."

iLoyal is a SaaS-based loyalty solution, purpose built for the travel industry, empowering brands to design, manage and scale loyalty programmes. Its modular architecture, open API framework, and robust compliance capabilities provide seamless partner integration and operational efficiency, delivering value to both operators and customers.

This successful implementation marks a significant step in IBS Software's mission to lead digital transformation in the airline and travel sector, reaffirming its role as a trusted partner to the world's leading aviation brands.

For more information on the future of loyalty, download the E-Book, 'The Case for Loyalty - Meeting Expectations for the Modern Passenger' by IBS Software.

About Emirates Skywards

Emirates Skywards has more than 35 million members worldwide. The loyalty programme offers four tiers of membership: Blue, Silver, Gold and Platinum, with each tier earning exclusive privileges. Members can earn Skywards Miles with partners ranging from airlines, hotels and car rentals to financial, leisure and lifestyle brands. Skywards Miles can be redeemed for an extensive range of rewards, including flight tickets on partner airlines, flight upgrades, hotel stays, tickets, hospitality at sporting and cultural events, tours and money-can't-buy experiences.

For more information, visit www.emirates.com/skywards.

About IBS Software

IBS Software is a leading SaaS solutions provider to the travel industry globally, managing mission-critical operations for customers in the aviation, tour & cruise, hospitality, and energy resources industries. IBS Software's solutions for the aviation industry cover fleet & crew operations, aircraft maintenance, passenger services, loyalty programs, staff travel, and air cargo management. Across the hospitality sector, IBS Software offers a cloud-native, unified platform for hotels and travel sellers, including central reservation (CRS), property management (PMS), revenue management (RMS), call centre, booking engine, loyalty, and distribution. For the tour & cruise industry, IBS provides a comprehensive, customer-centric, digital platform that covers onshore, online and on-board solutions. Across the energy & resources industry, we provide logistics management solutions that cover logistics planning, operations & accommodation management. The Consulting and Digital Transformation (CDx) business focuses on driving digital transformation initiatives of its customers, leveraging its domain knowledge, digital technologies and engineering excellence. IBS Software operates from 17 offices across the world.

Further information can be found at www.ibsplc.com.

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