SINGAPORE. Jewel Changi Airport (Jewel) and Mastercard have announced a partnership of US$3 million (in excess of S$4 million) to enhance Singapore’s attractiveness as a tourist destination, boost visitor spending and experiences at the airport over a three-year period. Jewel will play host to the Gala Dinner at The Trinity Forum next week (1-2 November), with Changi Airport Group as event host (see below). 

Beginning this month, the Mastercard partnership will benefit Jewel visitors with an enhanced suite of lifestyle offerings that include ‘shop, dine, play and stay’ promotions which showcase the best of what Singapore has to offer.

With the new partnership, the airport company said it will be able to leverage the strength of Mastercard’s extensive global network of banks, hotels, travel agencies and tourism-related businesses to further its outreach to overseas visitors and enhance its reputation as a must-see destination in Singapore.

The new collaboration comes against a strong show of visitor numbers to Jewel over the recent months. Jewel’s footfall is trending at more than double that of the same period in 2021, with tourists making up more than 30% of visitor traffic.

The partnership’s aim is to bring more than a +20% increase in Mastercard transaction volumes at Jewel, both by locals and tourists, across the duration of the three-year agreement. 

To better curate the Jewel experience for visitors, the airport company said there will be knowledge exchange in terms of leveraging Mastercard’s vast experience in data analytics solutions for sharper formulation of marketing campaigns to not only benefit visitors, but also Jewel’s tenants and their businesses.

The data insights will help Jewel to build up a deeper understanding of its customers’ journeys, with the aim of enhancing the current experience. 

Earlier this year, Jewel launched its WOW (Win on Weekdays) in-mall promotions to promote footfall on weekdays. Jewel collaborated exclusively with Mastercard for the second and third installments and this yielded a strong sales performance, with an increase in Mastercard spending as high as +30%.

Jewel Changi Airport Devt. CEO James Fong said: “Mastercard is no stranger to Jewel Changi Airport. We started working with Mastercard from 2020 and are excited to bring our partnership to a whole new level.

“Even as we welcome back international tourists to shop, dine, play and stay at Jewel Changi Airport, we will continue to innovate and rejuvenate visitors’ experience by leveraging on Mastercard’s broad suite of capabilities.”

Mastercard Country Manager, Singapore Deborah Heng said: “The travel industry is showing strong signs of recovery with growing numbers of locals travelling overseas and inbound tourists.

“Mastercard is pleased to partner with Jewel to offer an elevated visitor experience by leveraging its extensive network and database to better understand and address evolving consumer expectations.

“As one of Singapore’s most exciting and iconic integrated lifestyle destinations for both locals and international tourists, Jewel is a key attraction, and this strategic partnership allows us to provide Mastercard cardholders with unforgettable experiences and everyday value.”