The UAE credit card market is fast-moving, competitive, and constantly changing. One year, it’s all about cashback credit cards UAE shoppers love; the next, rewards are quietly reduced or reshaped. Why does this happen? Because not all credit card rewards UAE banks offer are built to last — some perks prove too generous to remain sustainable.
At CardsMatcher, we go beyond simply listing offers. We analyze how banks design rewards, how customers respond, and what happens when credit card perks meet hard economics. These changes reveal a lot about local spending trends, consumer behavior, and the evolving design of financial products.
Here are six real-life examples of UAE credit card benefits that were fine-tuned, scaled back, or transformed — and the lessons they teach us about smart banking and rewards optimization.
💸 1. Cashback Credit Card UAE That Worked Too Well
The Dubai First Cashback Credit Card once offered an unbeatable 3% cashback on all online shopping, which quickly became a favorite among residents.
What happened? The bank eventually removed the 3% cashback on online shopping and shifted the rewards to other spending categories with lower rates. Simply put, the online category was too rewarding and unsustainable for the bank.
✨ Today: FAB’s Indulge Credit Card targets online shoppers more strategically, with smarter reward limits.
✈️ 2. Flat-Rate Miles: Loved by Customers, Tough on Banks
RAKBANK’s Emirates Skywards credit cards offered flat-rate miles for all spending — no category restrictions.
Customers loved it — but it was eventually discontinued. Why? Because flat-rate miles cards often build loyalty at the cost of profitability.
Insight: Flat-rate generosity fosters loyalty but is often unsustainable in the long term.
🌟 3. Pick-Your-Category Rewards: Smart, But Hard to Scale
Emirates Islamic’s Etihad Guest Ameera Card — designed exclusively for women — originally let users choose two spend categories, many tailored to women’s lifestyle preferences, to boost miles.
Smart? Absolutely. But the flexibility is now gone. The card still exists, but the custom category feature was discontinued.
Takeaway: Personalization works best when it’s effortless for users — and sustainable for banks.
💼 4. Premium Credit Cards: Prestige Alone Isn’t Enough
The ADIB Emirates Skywards World Elite Card offered luxury travel perks for high-net-worth individuals.
But it was pulled from the market, while Emirates Islamic’s Skywards Black Card — with more defined value and benefits — still stands.
Lesson: Elite customers expect real value, not just shiny packaging.
👥 5. Co-Branded Cards: Niche, But Not Always Necessary
Several UAE banks tried co-branded cards linked to telcos, travel sites, or luxury brands:
- FAB Ferrari Infinite
- ADIB Etisalat Visa Signature
- ADIB Booking.com Infinite
What happened? Limited engagement, narrow appeal, and short lifespans.
Insight: Unless you’re loyal to the brand, these cards rarely deliver enough daily value.
✈️ 6.Airport Lounge Access UAE – New Rules
As of June 1, 2025, Mastercard and Visa introduced new conditions for airport lounge access:
- Travel Pass app now required
- Annual cap: Platinum (4), World (8), World Elite (14) visits
- Must spend $1+ internationally in past 90 days
- Requires digital registration
- Minimum spend thresholds apply
Bottom line: Lounge access isn’t dead, but you’ll need to plan for it now.
🧬 Final Word: What These Changes Mean for You
Credit card strategies don’t vanish — they evolve. Some were just too generous to survive, others didn’t deliver the ROI banks hoped for. In a competitive market like the UAE, the smartest cards are always recalibrating.
At Cards Matcher, we track these trends not just for the headlines, but for what they mean to real people making everyday financial decisions.
If you’re choosing a new card or wondering whether to stick with your current one, ask:
- Is this benefit still active?
- Are the terms worth the reward?
- Is this card built for now — or yesterday?
🌐 Want smarter credit card choices in the UAE?
Want to cut through the noise and find the best travel and cashback cards UAE?
- Explore credit cards that match your lifestyle at cardsmatcher.com
- Take our quick “Match Now” survey to get personalized credit card recommendations based on your spending habits, travel goals, and rewards preferences.
Why waste time comparing dozens of cards manually when you can get smart, data-driven matches in minutes?
