In August the network opened Asia Pacific’s first Taste by Priceless dining club at Hong Kong International Airport, part of The Mastercard Collection, following the first at São Paulo’s Guarulhos airport. Ben Gilbey, senior vice president, consumer products and processing, Asia Pacific, at Mastercard, spoke to The Fintech Times about what the launch says about premium cards and what issuers are asking for.

“Premium is becoming more experiential and personal,” Gilbey said. “While traditional card benefits still matter, consumers increasingly value access to experiences that reflect their interests and lifestyles.” He cited Mastercard research finding that 59 per cent of high-net-worth individuals prefer spending on experiences over possessions.

For issuers, he argues, that changes where premium value comes from. “Historically, premium propositions were built around rewarding transactions. Today, the opportunity is to help cardholders pursue the things they care about most.”

He does not suggest points and cashback are finished. “The question is not whether experiences replace those benefits, but how premium propositions evolve beyond them,” he said. “As rewards become common across the market, issuers are looking for ways to create differentiation that extends beyond transactional value.” Mastercard research, he added, found that nearly three in four consumers feel their best when spending time on their passions. “For issuers, this shifts the conversation from rewarding spend to creating relevance.”

Gilbey pointed to Mastercard’s 2026 Travel Trendlines research, which found travellers placing more emphasis on making each trip meaningful and personal, and so on benefits built into the journey rather than bolted on.

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