StanChart HK explores how travellers earn and use miles to elevate travel experiences

Standard Chartered Bank Hong Kong has expanded its travel campaign to highlight how affluent travellers strategically earn and use miles to elevate their travel experiences.

Launched last year, the “Travel to the fullest. Live life to the fullest.” campaign showcases how customers can seamlessly earn miles through integrated banking services, turning everyday transactions into rewarding travel opportunities.

As this year's campaign kicked off, insights were further expanded by the 2025 Travel Survey, which dispelled myths about luxury travel, highlighting how they use miles for business class upgrades, airport lounges, Michelin-starred restaurants, and five-star stays. According to the survey, nearly 80% of affluent travellers "can't go back" after experiencing business class; over 74% of affluent travellers have used miles for business class redemptions or upgrades, while over 90% of affluent travellers earn more miles through banking methods. 

“Miles have become the new currency of luxury travel, with a shift toward fewer, more meaningful trips. By combining miles with integrated banking services, travellers unlock premium experiences that enrich their journeys,” said the company.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Standard Chartered Hong Kong said this year, the campaign’s focus lies on the concepts of “gradual earning” (密密賺里) and “big chunk earning” (大額賺里), recognising that individuals may embody both approaches for the same purpose – earning miles. The campaign targets affluent travellers, miles lovers, customers who travel smart.

“The former caters to those who habitually use their credit cards for daily expenses, discreetly accumulating miles towards a trip over time. The latter targets the same individuals when they aspire to elevate their travel experiences, aiming to redeem business class tickets, through our banking products,” added the spokesperson.

Additionally, the bank has expanded its product range to include opportunities for earning miles through wealth missions, empowering individuals to gain financial knowledge while simultaneously acquiring miles.

Running until early June, the extended campaign aims to continuously build Standard Chartered as a consumers' travel bank. “By banking, it means every aspect of it – whether it’s your credit card spending, deposits (Asia Miles Time Deposit), payroll, investments (FX, equities, UT), and insurance products. In terms of business, we aim to drive more quality affluent client sign up, net new money on wealth products and credit card acquisitions.”

Beyond the insights gathered from the surveys, the campaign also focused on raising public awareness about the miles-earning banking journey, highlighting how banking services and miles can help travellers achieve their travel aspirations. Firstly, a multi-channel marketing strategy integrated paid media, social media, and influencer marketing to engage affluent travellers. Online ads, SEO, SEM, YouTube, MTR commercials, and ride-hailing app ads targeted HNWIs at key touchpoints, ensuring high engagement and recall.

Secondly, authentic educational videos played a pivotal role in this phase, featuring strategic collaborations with local celebrities and KOLs such as Alfred Hui, Tang Siu Hau, and Amy Lo. These figures were carefully chosen for their smart spending habits and love for travel.

Through their engaging stories, the campaign illustrates how savvy miles management can transform ordinary travel into extraordinary experiences, resonating with the audience's desire for meaningful and transformative journeys. This approach not only enhances audience connection but also reinforces the campaign's core message: optimising travel through strategic mile-earning opportunities.

Furthermore, TV commercials have also been launched to establish mass awareness; print ads, out-of-home ads and digital strategies are leveraged to boost leads and sales; and collaborative social posts with Lo to broaden the brand’s audience base horizontally.

Standard Chartered Hong Kong distinguishes itself through unique partnerships and promises that cater to affluent travellers seeking extraordinary experiences. Collaborations such as TVB’s “Le Grand Tour de Liverpool”, chartered flights, and bespoke events with celebrities positioned the bank as the preferred bank for affluent travellers seeking exclusivity and sophistication.

Eliza Law, head of affluent segment and distribution of Standard Chartered Hong Kong, shared, "Our priority banking services are constantly evolving to meet the needs of the affluent clients who are eager to earn miles. The survey reveals that nearly half HNWIs have earned miles through banking services, such as setting up time deposits, payroll accounts, and wealth management. The number of affluent clients setting up Asia Miles Time Deposit with large deposits continues to rise, with some clients earning over four million miles within a year through banking services. Furthermore, earning miles through payroll accounts has become a new trend, allowing clients to easily enhance their next journey simply by receiving their salary."

Anshul Sabherwal, head of credit card and personal loan at Standard Chartered Hong Kong, added: “Standard Chartered is committed to maintaining its position as the preferred bank for wealth management and spending for HNWIs. We enable clients to earn more miles through comprehensive banking services and diverse products, along with the Cathay membership programme and its related services and offers. Last year, 40% of our clients redeemed miles for first and business class tickets, demonstrating how clients effectively use miles to enhance their travel experiences. The much-loved Standard Chartered Cathay Mastercard has seen its issuance increase with a double-digit growth for two consecutive years."

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