Mitihoon – UOB Thailand has launched Ultimate Privileges, a refreshed suite of credit card benefits designed to align with evolving consumer lifestyles, alongside the UOB Point Parade campaign, which enhances the value of reward points in the second half of 2025.
Starting 15 August, UOB Point Parade allows UOB cardholders to redeem points for cashback of up to 20 per cent across key spending categories from dining and travel to shopping and experiences. The bank expects the campaign to increase point redemptions by at least 30 per cent in the fourth quarter.
Suporntip Pongsachamnankit, Head of Card Business, UOB Thailand, said, “As consumer lifestyles evolve, our focus is on delivering meaningful value through everyday benefits and aspirational experiences. Ultimate Privileges and UOB Point Parade reflect our commitment to data-driven insight, rewarding our customers in ways that are relevant, flexible, and distinctly UOB”
The initiative is backed by the ASEAN Consumer Sentiment Study 2024, conducted in partnership with Boston Consulting Group. The study shows over 40 per cent of Thai consumers are intentionally directing more of their spending toward meaningful experiences such as travel, dining, and entertainment – while remaining mindful of broader economic conditions.”
Ultimate Privileges spans four key pillars:
- Ultimate Dining: UOB offers access to over 4,000 premium dining venues, including Michelin-starred restaurants, as the exclusive banking partner of the Michelin Guide in Thailand. Signature privileges include UOB Friday Surprise (50% off every Friday), Michelin Guide cashback (50% cashback at Michelin restaurants on the last Friday of each month), and UOB Happy Payday (buy one, get one free on the 30th of each month).
- Ultimate Experience: Priority ticket access at UOB Live, curated travel offers including the Disney Cruise Line, and privileges at international entertainment events.
- Ultimate Travel: Benefits include discounts on flights and accommodation, door-to-airport transfers, complimentary food and beverages at airports through UOB Airport Privileges, and point rewards and cashback for foreign currency spending.
- Ultimate Shopping: Over 1,000 exclusive deals globally across in-store and online shopping, with additional rewards tailored to various lifestyle segments
The UOB Point Parade campaign further incentivises redemptions through Rewards+ platform on the UOB TMRW app, offering access to Michelin dining, flights, premium brands and curated experiences.
UOB continues to reinforce its leadership in delivering exceptional customer experiences with an experience-driven strategy, focusing on meeting lifestyle needs through personalised campaigns. These are further elevated through global partnerships such as the Michelin Guide and Disney as well as UOB Live, Southeast Asia’s leading entertainment venue in Bangkok’s EM District, to ensure world-class seamless customer engagement.
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