Airport lounge access is top benefit for two-thirds of UAE cardholders

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Airport lounge access is the most favoured travel-related cardholder benefit for consumers in the UAE, according to a new study by Collinson International – a global leader in the provision of airport experiences, loyalty and customer engagement solutions.

It has found that two-thirds (69%) of UAE consumers would be swayed to change payment providers if they lost access to airport lounges.

Travel rewards are also collectively the most sought after if consumers could customise the benefits provided, with almost half of UAE respondents choosing airport lounge access, followed by complimentary airport transfers (43%), airport dining and shopping discounts (42%). However, the impact goes beyond travel.

Two-thirds (66%) of respondents agreed that a bank’s benefits would encourage them to use that card to spend more, and almost half of UAE consumers say that they prioritise a card's rewards over the issuer's reputation.

These new insights reveal the critical factors driving consumer retention: personalised rewards and travel benefits.

As industry leaders, Collinson International understands the importance of monitoring and tracking changes within the travel and payment card sectors. They now unveil the genuine indicators of customer satisfaction in today’s hyper-competitive marketplace, emphasising that card issuers must offer services that are highly desired and enhance the entire travel experience.

Priyanka Lakhani, Senior Vice President of Commercial EMEA, Collinson International, said: “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.”

Research methodology: Dynata, an American company that performs consumer and business-to-business survey research, conducted an online market research survey collecting a sample of 8,128 respondents in Denmark, France, Germany, Italy, Norway, Saudi Arabia, Sweden, Turkey, the UAE, and the UK. The UAE sample is inclusive of 1,014 individual responses.