Airport lounge access tops UAE cardholder benefits

A recent study conducted by Collinson International has revealed that airport lounge access is the most favoured travel-related benefit among UAE consumers. This finding underscores the role travel perks play in influencing consumer preferences for payment providers.

According to the study, a significant 69 per cent of UAE consumers indicated they would consider switching payment providers if they lost access to airport lounges.

This statistic highlights the considerable sway that travel-related benefits have on consumer loyalty in the region.

Furthermore, travel rewards emerged as the most sought-after benefits when consumers were asked to customise their cardholder perks.

Nearly half of the respondents prioritised airport lounge access, followed closely by complimentary airport transfers (43 per cent) and airport dining and shopping discounts (42 per cent).

The study’s findings extend beyond travel perks, showing their influence on spending behaviour.

Two-thirds (66 per cent) of respondents agreed that a bank’s benefits would encourage them to use that card more frequently. Additionally, nearly half of UAE consumers prioritise a card’s rewards over the reputation of the issuer, underscoring the importance of attractive rewards in driving consumer choices.

These insights reveal that personalised rewards and travel benefits are critical factors in consumer retention. Collinson International, a global leader in airport experiences, loyalty, and customer engagement solutions, emphasises the importance of tracking and understanding changes within the travel and payment card sectors.

The company stresses that card issuers must offer highly desired services that enhance the overall travel experience to stay competitive in today’s market.

Priyanka Lakhani, senior vice president of Commercial EMEA at Collinson International, commented on the findings:

“Travel rewards, especially access to airport lounges, are highly valued among UAE cardholders. To stay competitive and build lasting loyalty, issuers must now offer personalised benefits that align closely with consumer desires and requirements for the affluent customer segments.

Our research highlights the importance of delivering experiences that not only attract and retain customers but also demonstrate a genuine understanding of their needs. We assist our partners in enhancing travel accessibility and experiences through valuable reward systems. By collaborating with banks and other partners, we strategically deliver coveted rewards, such as premium in-lounge experiences (like spa treatments, dining, and sleep pods) through Priority Pass memberships and customised platforms.”

This study by Collinson International sheds light on the shifting dynamics in consumer preferences and underscores the critical need for card issuers to adapt and offer compelling travel-related benefits to retain their customer base in the UAE.

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