Agents can earn free hotel stays and shopping vouchers to spend at Dubai malls when they sign up to The First Group Hotel Rewards initiative, which is open to leisure and corporate travel agents.

The incentive applies to The First Collection Business Bay, which opened in July, and the brand’s debut Dubai property, The First Collection Jumeirah Village Circle. It is also valid on bookings made at the Wyndham Dubai Marina and TRYP by Wyndham Dubai, which are operated by the brand’s parent company, The First Group. 

Agents will receive points for every booking made at a participating hotel, with more points earned for higher-value rooms categories. Agents can register their company by emailing Su.Myat@thefirstcollection.ae. 

Karim Abdelhamid, vice president of hotel operations at The First Group Hospitality, which operates The First Collection, said agents are “a vital distribution channel” for the brand and its sister properties.  

He continued: “As Dubai’s popularity with British leisure and business travellers continues to grow, driven by an incredibly supportive travel industry committed to selling the destination, the time is right for us to strengthen ties with UK travel bookers, and raising awareness of The First Group Hotels Rewards programme is a great place to start.” 

The First Collection Business Bay offers 437 rooms and suites, a gym, spa and 25-metre pool. The outdoor sundeck area has views of the Burj Khalifa and Downtown Dubai.

Restaurants include The Blacksmith Bar & Eatery, which serves BBQ dishes, and the casual all-day dining venue Vyne. 

Abdelhamid added: “Our Business Bay property ticks all the right boxes for the Brits, whether they are visiting for business, a holiday, or a mixture of both, such is today’s ‘bleisure’ trend, providing upscale facilities, outstanding dining, a warm and friendly service, and a location that puts them at the heart of all the Dubai action.”