Skift: "Emirates flies almost a million passengers every week, making it one of the world’s largest international airlines. As part of this, its Skywards program aims to boost loyalty to the brand, converting first-time customers into Emirates devotees."
"The scheme has seen its membership base triple in the last nine years. It currently has around 35 million members, of which five million have made a transaction in the past 12 months."
Points Wire Note:
In the last few years, Emirates Skywards has devalued their award rates significantly, reintroduced carrier-imposed surcharges on award ticket, and then increased carrier-imposed surcharges.
At this point, it's hard to justify using Emirates miles to book award tickets to or connecting in Dubai if other options are available. The only options that I regularly consider are their fifth freedom routes JFK to Milan and Newark to Athens since the rates aren't terrible and they don't tack on surcharges to awards.
Keep in mind that business class on the Newark-Athens route currently has an old 2-3-2 business class cabin layout and angled flat seats.
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