Lounge entry, loyalty, and way of life

Mashrur Arefin, 
Managing Director & CEO of City Bank

As Bangladesh’s air journey sector expands, banks are stepping as much as meet travellers’ rising expectations. For City Bank, lounges and premium playing cards have turn into central to constructing loyalty amongst prosperous and aspiring prospects. In this dialog with The Daily Star, Mashrur Arefin, Managing Director & CEO of City Bank, explains how the financial institution is shaping the lounge expertise, addressing buyer suggestions, and aligning its premium choices with worldwide requirements.

The Daily Star(TDS):  How do you see air journey in Bangladesh altering over the following 5 years, and what position will lounges play?

Mashrur Arefin (MA): In 2024, roughly 12.5 million passengers travelled by Hazrat Shahjalal International Airport, up 7% from 2023. According to IATA, Bangladesh’s air transport market will proceed to develop at round 6% yearly till 2028. This means extra routes, new airports, and main upgrades like Terminal 3 at HSIA. Airlines will face more durable competitors and might want to improve the general journey expertise.

In that context, lounges turn into more and more necessary. They supply consolation, Wi-Fi, meals and drinks, enterprise services, and personalised companies that remodel ready time right into a extra pleasant a part of the journey. As the aviation sector matures, lounges will transfer from being a luxurious to a necessary a part of journey in Bangladesh.

TDS: How many lounges can your cardholders entry, and which card sorts obtain free visits?

MA: City Bank cardholders get pleasure from entry to our personal lounges in Dhaka and Chattogram, plus greater than 1,300 worldwide lounges by Priority Pass. Benefits range by card. Amex Platinum Reserve and Platinum supply limitless native entry, with international entry by Priority Pass and companion privileges. Visa Infinite supplies limitless native entry and eight worldwide visits per 12 months. Amex Gold contains 5 native visits and three overseas. Our co-branded playing cards with City Alo, Biman, and Dhaka University supply three to 5 annual visits, whereas Amex Corporate playing cards present limitless lounge use. Walk-in friends might enter for a price, and a few airline business-class passengers additionally qualify.

TDS: What do cardholders say about their lounge expertise, and the way do you act on suggestions?

MA: Customers worth the calm setting, snug seating, meals, Wi-Fi, and attentive employees. Suggestions for enchancment typically embody increasing lounge areas, diversifying menus, providing complimentary alcohol, and including washrooms or smoking zones.

We take this suggestions critically. It has led us to develop the lounge community, improve catering, improve seating and Wi-Fi, and supply further employees coaching. The aim is to ship persistently excessive service, even in high-traffic settings.

TDS: How are you making your premium playing cards corresponding to worldwide ones, and what are the challenges in wider adoption?

MA: Our Amex Platinum playing cards embody Priority Pass membership, aligning us with international requirements. Partnerships with SIXT, Avis, and Fastrack VIP develop the journey ecosystem, whereas Tablet Plus provides entry to premium boutique resorts. Membership Rewards factors might be redeemed globally, including worth for frequent travellers.

The challenges are actual. Many Bangladeshis stay cautious about bank cards resulting from fears of debt or hidden charges. Eligibility standards additionally exclude segments like freelancers who lack formal documentation. Meanwhile, monetary literacy gaps and cash-based habits sluggish adoption. Opportunities lie in educating prospects, selling accountable use, and exploring versatile verification strategies to succeed in extra aspiring customers.

TDS: What new options are on the horizon?

MA: We are introducing a digital Priority Pass, changing bodily playing cards. We’re additionally experimenting with gamified rewards, corresponding to transaction streak campaigns. On the digital aspect, Citytouch is being expanded to scale back department dependency.

However, challenges stay. Many prospects choose money or department visits, whereas others fear about digital safety. Overcoming misconceptions round debt traps and costs is crucial. With sustained innovation and schooling, we consider premium banking can attain a a lot wider viewers.