Dubai: Mastercard and Global Hotel Alliance (GHA) announced a multimarket agreement to introduce a co-branded credit card designed to enhance the travel experience for affluent travelers. This collaboration aims to address the specific needs of this demographic by providing a wider selection of luxury hotels and attractive rewards programs.
Affluent travelers
Mastercard's Affluent Travel Report highlights that 34% of affluent travelers in the MENA region utilize loyalty programs and membership cards and more than half prioritize unique travel experiences over traditional souvenirs.
Recognizing this shift, Mastercard and GHA have partnered to curate more personalized and enriching travel experiences for cardholders in the UAE.
Enhancing customer experiences
"Mastercard is committed to connecting people with their passions while also enhancing consumer experiences and driving positive change," said Amnah Ajmal, Executive Vice President of Market Development, EEMEA, Mastercard." We are witnessing a rise in luxury travel within the region, and this partnership allows us to continue enriching customer experiences through comprehensive travel benefits, rewards programs, and convenience."
Mutual benefits
Chris Hartley, CEO of Global Hotel Alliance, echoed the sentiment, emphasizing the significance of the partnership for GHA's loyalty program members. "Our partnership with Mastercard marks a significant milestone in our ongoing efforts to reward our loyal customers. The co-branded credit card will not only offer unparalleled rewards and benefits but also reinforce our position as a leader in the luxury hospitality sector." He further highlighted GHA's selective approach to partnerships, prioritizing those that create unique value for their members.
Long-standing relationship
This new agreement strengthens a pre-existing relationship established in 2015. Mastercard introduced a program offering fast-track access to elite status within GHA's loyalty program, GHA DISCOVERY, for World and World Elite Mastercard holders in specific regions.
Global hotel alliance
Celebrating its 20th anniversary this year, GHA represents a collection of 40 hospitality brands encompassing more than 800 hotels across 100 countries. GHA DISCOVERY, the alliance's award-winning loyalty program, boasts over 27 million members worldwide and generated impressive figures in 2023: $2.3 billion in revenue and 10 million room nights booked.
The introduction of the co-branded credit card signifies a strategic alliance between Mastercard and GHA, aiming to elevate the travel experience for affluent travelers while solidifying GHA's position as a leader in the luxury hospitality sector.