Visa launches travel platform across 10 destinations

Visa has introduced a mobile-first travel platform in 10 locations, adding destination content and curated offers to its existing role in travel payments. The service, called Visa Destinations, is designed to connect cardholders with city guides, recommendations and experiences while giving issuers and merchants another channel to reach travellers.

The launch marks an effort by Visa to broaden its consumer proposition around cross-border travel. Rather than serving only as the payment network used at the point of sale, Visa is positioning the platform as a companion before and during trips, according to the company.

Visa said the platform brings together recommendations from tastemakers, city information and selected experiences. The initial roll-out covers Paris, London, Dubai, Milan, Rome, Mexico City, New York City, Miami, San Francisco and Thailand. The company said further locations are planned.

Offers differ by market and category. Visa cited Michelin tasting menus in Paris, reduced-price West End theatre tickets in London, shopping rewards in Dubai and Thailand, and spa experiences in Mexico City among the examples available through the platform.

Travel content linked to payments relationships

The structure reflects a familiar model in card-linked commerce. A payments network can use its relationships with banks, merchants and travel companies to assemble offers, while issuers can present those benefits to customers as part of their card propositions. Merchants gain access to travellers who may be looking for dining, shopping, entertainment and cultural activities at a destination.

Katya Petelina, Visa’s head of global cross-border and global sales and commercial operations, said the company is seeking to stay with travellers across the trip rather than appear only at checkout.

“With Visa Destinations, we are accompanying travelers throughout their journey and helping them discover the moments that make a destination memorable, while giving our issuers and merchant partners a meaningful way to participate in the economic growth that travel creates,” Petelina said.

Visa has enlisted a group of financial services and travel partners for the launch. The companies named by Visa include Santander, Global Blue, Star Alliance and Trip.com Group.

For banks, travel-related benefits can help differentiate cards in competitive consumer markets. For travel and retail partners, the arrangement creates another route to international visitors whose spending is often spread across transport, hospitality, dining and shopping.

Santander among launch partners

Santander is participating in the programme across the 10 initial markets, according to Matías Sánchez, the bank’s global head of cards and digital solutions.

“Through our partnership with Visa, we are bringing exclusive opportunities to our customers across ten key markets, giving them access to extraordinary experiences in music, sports, fashion, gastronomy and culture that can only be enjoyed through this global collaboration,” Sánchez said.

Visa did not disclose user targets, financial terms with partners or a timetable for the next phase of the roll-out. The company also did not provide details on whether access to specific offers will vary by issuer, card product or market.

The launch places Visa Destinations at the intersection of payments, loyalty and travel services, areas where banks and card networks use non-payment benefits to support customer engagement and merchant participation.

This story draws on original reporting from Finextra Research.