Emirates and Heathrow have announced the launch of a new strategic partnership that will bring increased earning and redemption options for members of their customer loyalty programmes, Emirates Skywards and Heathrow Rewards.

This new partnership brings together two ambitious brands, creating great value and benefits for over 14 million combined members who will have the opportunity to convert their Miles into points and points into Miles.

Emirates Skywards members can now convert their Skywards Miles to Heathrow Rewards points which can be spent on Instant Rewards at hundreds of stores throughout Heathrow including World Duty Free and Dixons Travel. Heathrow Rewards points can also be redeemed for airport shopping vouchers or used for exclusive discounts on pre-booked Official Heathrow Parking and Heathrow Express train tickets.

Similarly Heathrow Rewards members can also convert their points into Skywards Miles and put them towards flights, upgrades and other rewards with Emirates’ lifestyle partners. Both conversions are done in real-time so members of the respective programmes are rewarded instantly.

“This new and exciting partnership further enhances our already broad suite of redemption options for the benefit of our Emirates Skywards members,” said Thierry Antinori, Executive Vice President and Chief Commercial Officer of Emirates Airline. “New partnerships like Heathrow Rewards complement our already extensive product offering. As the UK’s hub airport, where we operate five daily A380 flights, this partnership makes perfect sense for us and for our loyal Emirates Skywards members.”

Chris Annetts, Director of Commercial Passenger Services at Heathrow says: “We are very proud of the Heathrow Rewards programme. It is incredibly important to reward our loyal customers and encourage new passengers to make the most of everything on offer at Heathrow and we’re delighted to be able to announce this new and unique partnership with Emirates.”

To kick start this exciting new partnership Emirates Skywards members who join Heathrow Rewards via www.emirates.com will benefit from 1000 bonus Heathrow Rewards points.