The loyalty program landscape across the Middle East is undergoing a massive transformation, with projections indicating the sector will surge from $3.4 billion in 2026 to an impressive $5.6 billion by 2030. This rapid evolution is largely driven by Dubai’s emergence as a premier hub for digital commerce and fintech. As competition heats up in the retail, banking, and travel sectors, businesses are pivoting toward AI-powered engagement and data-driven loyalty strategies to retain customers. By integrating real-time rewards and personalized digital ecosystems, companies are better equipped to meet the demands of an increasingly tech-savvy consumer base.

Capitalizing on this momentum, India-based Novus Loyalty has officially opened a new regional headquarters in Dubai to support its growing client base across the GCC and MENA regions. By appointing Jay Shah as President of International Business and Strategy, the firm aims to deepen its ties with regional fintechs and enterprises, offering sophisticated tools that translate into measurable business value. With a robust track record of processing millions of transactions for over 100 enterprise clients, Novus Loyalty’s expansion underscores the region’s growing need for scalable, enterprise-grade technology that creates more meaningful and rewarding customer experiences.