Mastercard and Global Hotel Alliance (GHA) have forged a significant partnership to enhance the luxury travel experience. This multi-market agreement introduces a new co-branded card that aims to provide affluent travellers with exclusive benefits and unique accommodation options. This collaboration marks the continuation of the relationship between Mastercard and GHA, which began in 2015.
35% of affluent travellers in MENA use loyalty schemes and membership cards, according to Mastercard’s Affluent Travel report. The partnership will provide UAE cardholders with more personalised offers and experiences.
Speaking on the partnerships, Executive Vice President, Market Development, EEMEA at Mastercard, Amnah Ajmal said, “As we witness a rise in luxury travel in the region, we continue to enrich customer experiences through comprehensive travel benefits, rewards, and convenience. We look forward to our partnership with GHA as we continue to chart a path in redefining luxury travel.”
What travellers want from hotel loyalty programmes
The partnership announcement comes after GHA released a comprehensive study in April that delves into the preferences of modern travellers regarding hotel loyalty programs. This report, titled ‘What Travellers Want Most from Loyalty Programmes,’ reveals several key insights into the desires and expectations of loyalty program members.
One of the primary findings is that travellers prioritise loyalty programs that cater to their functional travel needs. The most critical factor driving program preference is access to perks and benefits, with 60% of respondents identifying this as their top priority. Additionally, the number of hotels and locations available within a program is a significant consideration for 57% of participants. Ease of earning and redeeming rewards is also crucial, with 50% of respondents emphasising the importance of convenience and reduced friction in their travel experiences.
The study further highlights the top three benefits that members find most valuable: room upgrades, complimentary breakfast, and late checkout. These perks are highly sought after as they enhance travellers’ overall stay experience. Beyond these tangible benefits, members also value exclusive, immersive experiences. Popular offerings include private walking tours of local attractions (49%), vineyard and beverage tasting tours (46%), and historical, museum, or cultural tours (41%).
This partnership is poised to set a new standard in the luxury travel sector, leveraging Mastercard’s extensive network and GHA’s deep understanding of traveler preferences. By focusing on personalised experiences and exclusive benefits, Mastercard and GHA aim to attract a discerning traveller who value quality and uniqueness in their travel experiences.
