Also worth noting looks like this will be on the loyyal blockchain, just in case anyone was wondering with the different name :-)
their facebook page mentions that:
The #Dubai Keynote Blockchain Conference begins, and Loyyal CEO, Greg Simon announces Dubai Points on Loyyal, backed by Dubai Future Foundation. The first Tourism Rewards Program, leveraging Blockchain and Smart Contract Technology!
Looks like there will be many branding opportunities and deals such as this will provide tremendous growth.