Heading to Dubai or Abu Dhabi? Get discounts at Jumeirah properties with isme

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.

You receive:

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.

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Hotel offers update – April 2025:

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?

• Hilton Honors is offering a 100% bonus when you buy points by 29th May 2025. The annual purchase limit is also increased to 240,000 points pre-bonus. Click here to buy.

• World of Hyatt is offering a 25% discount (equivalent to a 33% bonus) when you buy points by 14th April 2025. Click here to buy.