If you are tempted by the current ‘25% off Avios redemptions to the Middle East’ promotion or Etihad’s sale fare of £1,179 in Business Class to Abu Dhabi, this offer will be of interest.
Jumeirah is the Dubai-based hotel group which owns some of the most luxurious beach hotels in Dubai, including the iconic Burj Al Arab, Madinat Jumeirah and (slightly less luxurious) Jumeirah Beach Hotel.
Jumeirah has an existing loyalty programme called Sirius. isme is different. It is an app-based discount programme focussed on the Jumeirah properties in Dubai and Abu Dhabi.
If you are heading to a Jumeirah hotel in Dubai or Abu Dhabi – or simply travelling in the region and want to eat or use the beach at a Jumeirah property, or visit the Wild Wadi water park – you would be crazy not to download the isme app. You will receive:
10% discount on food and beverage at Jumeirah-run restaurants (confusingly, this includes Jumeirah-run restaurants outside their hotels, such as The Ivy in Dubai, but excludes independent outlets in their own resorts)
10% discount on room bookings based on Best Available Rate
10% off selected spa and leisure bookings
15% off Wild Wadi waterpark access
You will also receive a set of ‘seasonal welcome rewards’ when you enrol. These are only valid for three months, however, so you may want to delay joining until nearer your trip.
More interesting, however, is the premium version of the isme app. This costs a scary Dhs 4,900 for 12 months of membership, which at the current exchange rate works out at exactly £1,000.
You may have already dismissed this as a crazy idea. However, if you know how much you pay at peak times for hotels in Dubai the benefits start to look pretty good value.
20% discount on food and beverage at Jumeirah-run restaurants (confusingly, this includes Jumeirah-run restaurants outside their hotels, such as The Ivy in Dubai, but excludes independent outlets in their own resorts)
25% discount on room bookings based on Best Available Rate
20% off selected spa and leisure bookings
35% off Wild Wadi waterpark access
The key here is the room discount. At peak times, such as Easter or October half term, you need to pay at least £500 per night to get through the door of a Jumeirah beach property. The 25% discount would save you £875 on a 7-night stay. (Arguably, as the free app saves you 10%, the real incremental discount is only £525).
If you paying more than £500 per night, or you stay more than seven nights over the course of a year, you can easily cover your £1,000 with this benefit.
There are other benefits too for the £1,000 tier for your first year only:
A free night at any beachside hotel
A free night at any UAE city hotel
Two executive lounge access vouchers
Two room upgrade vouchers
Two beach day passes
Four Wild Wadi passes
Free dinner at Nomad for two
Free lunch for two at participating restaurants
Free afternoon tea for two at Madinat Jumeirah
Free afternoon tea for two at Jumeirah Beach Hotel
VIP table reservation and free food platter at Beach Lounge
VIP table reservation and free bottle of house spirit at 360
…. and numerous other 2-4-1 or ‘free drink when dining’ deals
The free meals are worthwhile given the cost of food in Dubai. The free hotel rooms are especially valuable and could possibly be used to book-end your stay to save money. If you have a 9am flight, check out the previous day and move to another Jumeirah hotel for the last night.
isme certainly isn’t for everyone, but if you heading down to the Middle East it is worth a look. Even if you are staying elsewhere, it can get you a discount at Wild Wadi and any Jumeirah restaurants you visit.
Hotel offers update – September 2021:
Want to earn more hotel points? Click here to see our complete list of promotions from the major hotel chains or use the ‘Hotel Offers’ link in the menu bar at the top of the page.
Want to buy hotel points? There are currently special offers running with Marriott Bonvoy (‘mystery’ 45% or 50% bonus to 25th September), Hilton Honors (100% bonus to 30th September), IHG Rewards (‘mystery’ bonus, usually 100%, to 8th October) and World of Hyatt (30% bonus to 31st October).