Turning Smiles Into a Travel-First Lifestyle Platform
Etisalat Smiles partnered with Unravel to launch an immersive travel booking experience directly inside the Smiles ecosystem, enabling customers to discover and book hotels through short-form travel content, exclusive deals, and AI-guided journeys while increasing engagement across the platform.
Increase in Engagement
Increase in Conversion
Customer Savings
The Challenge
Smiles wanted to expand beyond traditional rewards and offers into a more engaging lifestyle ecosystem. However, most travel booking experiences in the market were static, transactional, and disconnected from the discovery behavior modern users expect from platforms like TikTok and Instagram.
The Solution
Unravel deployed a fully embedded, white-labeled travel commerce experience inside Smiles, combining immersive short-form travel discovery, AI-curated booking journeys, exclusive member pricing, and seamless booking flows in a single experience. The platform was optimized for mobile engagement, repeat discovery, and conversion-driven campaign execution.
The Impact
Smiles transformed travel into a high-engagement lifestyle category within its ecosystem, driving significant increases in customer engagement, booking activity, and transaction value. Customers were able to access exclusive travel savings and discover destinations through immersive content, strengthening Smiles’ positioning as a daily-use lifestyle and rewards platform.
