American Express and Sol Meliá create the “American Express mas” card
Tuesday 26, October 2010
American Express and Sol Meliá have launched the “American Express mas” card today, an exclusive new product through which Sol Meliá mas rewards loyalty programme members can earn free stays in more than 300 company hotels “twice or four times as fast” just by using their co-branded credit card for their daily purchases.
According to Juan Orti, Director of Sales and Strategic Alliances for American Express, “our market research and experience with co-branded alliances in the travel industry show that there is a strong demand for this type of card thanks to the fact that an increasing number of travellers are looking to get greater value from their business trips through points or gifts which they can later enjoy on leisure trips with friends and family. There are also other travellers that appreciate the chance to extend their business trips with added leisure time, or others who appreciate access to exclusive services.”
The card is ideal for frequent travellers and for members of the Sol Meliá mas rewards programme. Using the American Express mas credit card for their daily purchases, cardholders not only get free stays in Sol Meliá much quicker than they would by other means, but they also get access to a world of American Express exclusive services and protection, along with the prestige of belonging to a select club of cardholders.
The American Express mas (blue) card will also provide 10,000 welcome bonus points for new cardholders which can be exchanged for free hotel nights, free flights or other benefits. Every euro charged to the card will earn 2 mas rewards points which can be redeemed in a wide range of products and services. In addition, during the first year cardholders pay no card maintenance charges.
Travellers seeking even more exclusive services may opt for the American Express mas Gold card with even deeper access to the service excellence provided by American Express. Amongst other benefits, new cardholders will receive a 15,000 bonus point welcome gift and 4 mas rewards points for every euro they charge to their card. Gold cardholders also pay no card maintenance charges during the first year.
“Our research shows that, whatever the purchasing power of consumers, they are all increasingly looking for added values when it comes to choosing one or other product,” said Diego Rodríguez, Director of Marketing and Customer Relations at American Express.
“Both business and leisure travellers are constantly seeking added values when they spend. This new alliance allows us to deliver that added value through access to a strong points programme adapted to their needs, together with a means of payment accepted everywhere worldwide, with great travel insurance, global assistance, limited responsibility for fraudulent use, urgent replacement worldwide and world famous brands with superior customer service.”
According to Gabriel Escarrer, Chief Executive Officer of Sol Meliá, “customer loyalty strategy is one of our company’s most competitive tools, and in recent years we have intensified our focus on alliances and synergies with industry leaders such as American Express so that we can add value for our customers, focus on quality and differentiation, and strengthen our leadership and competitiveness”.
The mas rewards loyalty programme was created in 1995 to provide exclusive benefits and privileges to reward Sol Meliá’s most loyal customers, and has gone on to become a fundamental support for company strategy, now with over 2,500,000 members and its own communication channels.
The programme boasts almost 40 key partners in different industries with which members can redeem points and is also highly committed to sustainable development, working with a number of different community involvement organisations.
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