Hilton launches co-branded credit cards in China

Hilton is expanding its loyalty strategy in China through the launch of a new co-branded credit card partnership with Bank of Communications and Mastercard, as global hotel operators compete to capture travel-related consumer spending beyond hotel stays.

The United States hospitality company recently introduced two Hilton Honors co-branded credit cards in the country, marking Hilton's latest effort to deepen customer engagement in one of its fastest-growing markets. The credit cards allow consumers to earn Hilton Honors points through everyday spending and redeem them for hotel stays, travel experiences and other member benefits. Spending at Hilton hotels earns double points, while premium cardholders can also redeem complimentary free-night rewards.

"Consumers in China are looking for more ways to turn everyday spending into meaningful travel rewards," said Wendy Huang, senior vice-president and commercial director for Hilton Greater China and Mongolia. "These co-branded cards make it easier for consumers to earn Hilton Honors points through daily purchases while giving them greater flexibility in how they redeem them."

The move comes as the country's travel recovery continues to drive competition among international hotel groups to strengthen customer loyalty through financial services, lifestyle partnerships and experiential rewards. Hilton currently operates more than 1,080 hotels across the country, making the country one of the company's largest international markets.

Bank of Communications said the partnership aligns with the country's efforts to stimulate domestic consumption by encouraging spending through value-added financial products.

"By combining our customer base and financial capabilities with Hilton's hospitality ecosystem, we hope to create a more rewarding spending experience while supporting consumption in the broader service economy," said He Bo, general manager of Bank of Communications Pacific Credit Card Center.

For Mastercard, the partnership also represents the debut of its touch card technology on the Chinese mainland, supporting both domestic and international payments.

wangzhuoqiong@chinadaily.com.cn