The loyalty landscape across the UAE and the broader Gulf region is undergoing a significant transformation, with the market currently expanding at a robust annual rate of 15.1%. As businesses pivot away from simple points-based rewards toward sophisticated strategies that leverage first-party data and personalized engagement, the market is projected to hit a valuation of $5.6 billion by 2030. To meet this growing demand for professional expertise, Loyalty & Reward Co has officially expanded its footprint in Dubai, launching a specialized masterclass and the regional edition of the industry-standard textbook, "Loyalty Programs: The Complete Guide."

Authored by Philip Shelper, the third edition of this guidebook serves as a foundational resource for the company’s new CPD-certified masterclass, which recently debuted in Dubai under the leadership of MENA Loyalty Director, Krishna Mohan. The curriculum and text address the modern challenges of artificial intelligence, subscription models, and agentic commerce, offering professionals the tools to foster long-term customer relationships. By establishing a permanent office in the UAE, Loyalty & Reward Co aims to provide regional businesses with direct access to global best practices, ensuring that local firms can effectively integrate advanced loyalty strategies to thrive in an increasingly competitive digital economy.