World's strongest card-based loyalty programme enhances Middle East presence

Recognised globally as the strongest and most recognised card-based loyalty programme, Membership Rewards will attract premium merchants in the Middle East, to provide a unique line-up of rewards to American Express' elite Cardmembership.

Currently with over 120 merchants in the Middle East, Membership Rewards is an industry-leading rewards programme that allows enrolled Cardmembers to earn points on purchases made using The Platinum Card, the American Express Gold Charge and Credit Card, the American Express Card (Green Charge) and the American Express Corporate Card. Membership Rewards points are redeemable in a wide selection of reward categories, including travel, dining and entertainment, shopping, unique experiences, charity rewards and financial services including payment of annual Card fees.

'The American Express Cardmembership is synonymous with exclusive privileges, of which, our Membership Rewards programme is a hallmark benefit that gives Cardmembers the choice and flexibility to earn rewards that enhance their premium lifestyles,'

said Premal Patel, Senior Director - Marketing American Express Middle East and North Africa.

'Our strategic focus in expanding the loyalty programme reflects our commitment in providing unmatched benefits and life-enriching experiences to our Cardmembers. This programme is also central to driving revenue growth for our merchants. We have seen that Cardmembers enrolled in Membership Rewards generate around four times more spend - a compelling proposition for merchants who wish to attract an affluent audience.'

Patel added that continuous innovation and customisation of rewards have spurred the success of Membership Rewards: 'After many years of being the leader in the premium space, we have a solid understanding of the needs of high-spending customers. We believe that special benefits are integral to our Cardmembership and have built this in our rewards programme. We have ensured that there is no limit to earning points and no expiry of points; this is unique in the industry and underlines that we are clearly at the cutting-edge of the loyalty business.'

Membership Rewards was globally launched in 1991 under the name 'Membership Miles'. Since then, the programme has expanded with over 15 million enrolled Cardmembers worldwide, who enjoy special offers at more than 1,500 merchant partners across 60 countries. Membership Rewards has also won several industry awards, including Best Credit Card Rewards Programme by Business Traveller magazine for 11 consecutive years and a three time winner of the Freddie Awards.

Hamad Hassani, Membership Rewards Manager, American Express Middle East & North Africa, cited that with over 80% of its Cardmembership enrolled into the rewards programme, it is fast growing popular. 'More than 60% of point redemption takes place in the travel and hospitality sector. Recently, we linked our loyalty programme with those of leading regional players Jumeirah Group and Etihad Airways. Redemption of points for charity is a fast-growing trend and we are happy to support global and local non-profit organisations. We are confident that Membership Rewards will continue to serve as an important business driver across industries,' Hassani added.

As part of the expansion plans, American Express has strengthened its regional loyalty team. The company has also enhanced its Cardmember communications with significant enhancements to the Membership Rewards website, introduced a fully digital rewards catalogue and enabled smoother processing of point redemption.