Visa Debuts Visa Private for Wealthier Cardholders in UAE

Core Insights - Visa has launched Visa Private, a premium offering aimed at affluent cardholders seeking enhanced services and benefits beyond traditional card experiences [2][3] - The initiative is initially rolling out in the UAE, which is projected to attract approximately 9,800 millionaires by 2025, the highest globally [3] - Visa Private is designed to assist issuing banks in catering to the needs of high-net-worth individuals, providing a seamless payment experience and supporting the UAE government's digital commerce goals [4] Product Features - Visa Private includes complimentary lounge access for cardholders and two guests, year-round discounts at select fine-dining venues and beach clubs, and a complimentary hotel night stay at over 20 premium hotels [5] - The offering reflects a broader trend among credit card companies to target ultra-wealthy customers, with some travel cards now featuring higher annual fees and exclusive benefits [6] Market Trends - The credit card industry is experiencing a shift where it is becoming increasingly challenging for consumers to benefit from rewards and elite status, as noted by industry experts [7] - Research indicates that 48% of credit cardholders prioritize rewards or discounts when selecting their primary card, highlighting the importance of attractive offerings in customer retention [7] - Among younger generations, such as Gen Z and millennials, there is a significant reliance on their primary credit cards, with Gen Z using an average of 30% of their available credit on their main card, compared to 27% for millennials [8]