Singapore Airlines (SIA) has partnered with Mastercard to launch its co-branded card programs and travel priveleges across Southeast Asia, including Cambodia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
The five-year deal enables the airline to leverage Mastercard’s data and services capabilities for more targeted consumer experiences
Southeast Asia has seen sustained travel recovery over the past two years, as consumers released pent-up demand to travel and enjoy outdoor experiences. In Singapore, affluent consumers assigned over 37% of their discretionary spend to travel by the end of 2023, the highest of any category. According to the Mastercard Economic Institute’s Economic Outlook 2024, consumers across Southeast Asia will continue to allocate more spend to discretionary items over essentials this year, with travel as a priority.
At the same time, airlines are looking to build brand loyalty through targeted loyalty programs by investing in co-branded card programmes that go beyond travel. By enabling cardholders to earn miles through everyday purchases on credit and debit cards and redeeming them across a variety of popular brands, airlines are seeking to tap into consumer daily spending habit.
Singapore Airlines’ new co-branded programs will include the ability to earn KrisFlyer miles from everyday spend and will extend Mastercard’s Priceless platform to SIA’s KrisFlyer members with a range of special offers and global promotions.
Ryan Pua, Divisional Vice President Loyalty Marketing, Singapore Airlines, said: “This exciting partnership combines the best of the Mastercard Priceless and the KrisFlyer Experiences programs. It offers our members access to a wider range of exclusive experiences across Southeast Asia, as well as attractive mile earn and burn opportunities in their everyday spend. This is part of our continuous efforts to enhance KrisFlyer’s value, and give our members the best on-ground and in-flight benefits and experiences.”
Deborah Heng, Country Manager, Singapore, Mastercard, added: “With research from the Mastercard Economic Institute showing that consumers are increasingly prioritising their travel spend on experiences over goods, Mastercard’s Priceless program aligns closely with the desires of SIA’s international audiences, giving them the opportunity to indulge in unique and exclusive experiences and create unforgettable memories.”
The first product under the new partnership was launched earlier this year in Thailand with the UOB KrisFlyer World and UOB KrisFlyer World Elite Credit Cards.
