U by Emaar, the signature lifestyle loyalty programme from Emaar, has officially expanded its footprint to Türkiye with the launch of Address Istanbul. This strategic move marks a significant step in the programme’s international journey—bringing its hallmark blend of curated luxury, personalized rewards, and seamless hospitality to one of the world’s most captivating cultural crossroads.

By welcoming Address Istanbul into its portfolio, U by Emaar continues to redefine lifestyle loyalty, offering members an elevated experience that transcends borders—now in the heart of Istanbul’s vibrant Emaar Square.

A Global Milestone in Premium Lifestyle Loyalty

Since its inception, U by Emaar has elevated the loyalty landscape by offering seamless integration of hospitality, dining, wellness, entertainment, and shopping benefits across the Emaar portfolio. The expansion to Istanbul marks a new chapter in the programme’s evolution, enabling members to enjoy and redeem rewards beyond the UAE and GCC, in a destination celebrated for its rich heritage, cosmopolitan spirit, and strategic location bridging East and West.

Unlocking Exclusive Experiences in the Heart of Istanbul

Address Istanbul, nestled in the vibrant district of Emaar Square, offers an elegant fusion of modern sophistication and cultural charm. U by Emaar members can now unlock exclusive privileges at this luxurious urban retreat — ranging from rewards on stays and dining to wellness indulgences. With its refined interiors, world-class amenities, and panoramic city views, Address Istanbul sets a new benchmark for hospitality in Türkiye.

Strengthening Member Value Across Borders

U by Emaar’s expansion into Istanbul reflects its commitment to offering members unmatched flexibility and value, wherever they choose to travel. Whether visiting for business or leisure, members can now earn and redeem UPoints while experiencing the hospitality excellence that defines Address Hotels + Resorts. This addition empowers members to extend the value of their loyalty to a cultural and lifestyle hub bridging continents.

A Testament to U by Emaar’s Global Growth Strategy

With an unwavering focus on quality, personalisation, and customer satisfaction, U by Emaar continues to grow its presence in key global markets. Following successful launches in Saudi Arabia and Bahrain, the inclusion of Address Istanbul highlights the programme’s ambition to become the premier lifestyle loyalty choice for discerning travellers across the region and beyond.

Emaar Hospitality Group spokesperson, commented,

“The introduction of U by Emaar at Address Istanbul reflects our vision of creating meaningful connections through exceptional experiences across borders. Istanbul is a city of timeless beauty and global significance, and we are proud to extend our loyalty offerings to this inspiring destination. This is just the beginning of a broader journey toward international enrichment for our members.”

Smart Stays: Exploring Address Istanbul’s High-Tech Hospitality

At Alertify, we’re passionate about the intersection of travel and technology—and Address Istanbul is a perfect example of how innovation elevates the guest experience. From smart in-room controls to eco-conscious infrastructure and even a rooftop helipad, here’s a closer look at the cutting-edge tech features that make this hotel a standout in Türkiye’s luxury hospitality scene.

In‑Room iPads & Smart Tech

Yes, each room includes an intuitive iPad that controls room service, lighting, temperature, entertainment, etc., along with high-end TVs. Forbes confirms “automated iPads for room service” and “latest TVs” in accommodations. Booking.com notes the in-room iPad next to flat‑screen TVs.

Skyview Observation Deck

There is indeed a dedicated 48th‑floor Skyview deck offering panoramic Bosphorus and city views.

Eco‑Tech & LEED Gold

The building has LEED Gold certification, includes EV charging stations and sustainable infrastructure. Booking.com confirms EV charging availability.

Fitness & Spa Tech

The fitness centre features state‑of‑the‑art equipment, yoga/Pilates studios, and certified trainers. The spa includes traditional hammam, steam, and sauna rooms, aligning with smart environmental controls. While environmental automation is implied, direct confirmation of “smart controls” isn’t explicitly stated—but is consistent with high-end spa standards.

Helipad & Helicopter Services

There is a private helipad available for helicopter services and aerial tours, bookable via the concierge.

Digital Infrastructure

High‑speed Wi‑Fi is available throughout the hotel, including public and pool areas. In-room entertainment includes smart TVs with streaming and docking options.

Welcoming the World to Istanbul through U by Emaar

U by Emaar invites its global community of members to experience the unique blend of tradition and innovation that defines Istanbul. From gourmet cuisine and bespoke wellness, every stay at Address Istanbul becomes a journey of elevated moments—rewarded every step of the way.

About U by Emaar

U by Emaar is a premium lifestyle loyalty programme that rewards members for enjoying the things they love across Emaar‘s world-class portfolio. With benefits spanning hospitality, dining, wellness, retail, and entertainment, the programme is designed to create memorable, personalised experiences. Members earn and redeem UPoints while unlocking exclusive offers and privileges tailored to their lifestyle.