Emirates and London Heathrow airport 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.

The 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 spend 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 Emirates’ executive vice president and chief commercial officer, Thierry Antinori. “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 our loyal Emirates Skywards members.”

“We are very proud of the Heathrow Rewards programme,” said Heathrow’s director of commercial passenger services Chris Annetts. “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 celebrate the launch of this partnership, members of the Emirates Skywards programme who join Heathrow Rewards through the airline’s website will receive 1,000 bonus Heathrow Rewards points to spend. www.emirates.com