Mastercard Launches The Mastercard Collection in EEMEA, Elevating Premium Cardholder Experiences
Mastercard has officially introduced The Mastercard Collection, a new suite of premium benefits designed to enhance dining, entertainment, and travel experiences for cardholders across the Eastern Europe, Middle East, and Africa (EEMEA) region. This collection specifically caters to holders of World, World Elite, and the newly launched World Legend and World Legend Exclusive Mastercards, Mastercard’s highest-tier credit cards to date.
Designed to complement issuing banks’ existing benefits and rewards programs, The Mastercard Collection provides consumers with priority access to exclusive experiences, allowing them and their families and friends to make the most of every moment.
Key Features and Benefits:
1. Curated Lifestyle Experiences:
- The collection offers both in-person and digital experiences across more than 45 destinations in the EEMEA region.
- Cardholders gain priority reservations at renowned restaurants, featuring specially crafted menus at venues including One & Only Zabeel (Aelia, Andaliman, Culinara, La Dame de Pic, Maison Devoille), Roka Istanbul, Zuma Istanbul, II Borro Dubai, Josette Dubai, Alici Dubai, MAYABAY Dubai, among others.
2. Entertainment Access:
- Through Mastercard’s partnership with Live Nation, cardholders enjoy pre-sale ticket access, premium seating, and VIP experiences at over 75 concerts annually in the EEMEA region and more than 2,500 events worldwide.
3. Travel Privileges:
- Complimentary access to 1,350 airport lounges worldwide, alongside discounts in dining, retail, and spa services at airports.
- Exclusive fast-track security lanes at Istanbul Airport and access to 190 fast-track lanes at over 30 airports globally, ensuring a smooth and stress-free travel experience.
4. Lifestyle Integration:
- Benefits are designed to seamlessly align with cardholders’ daily lifestyles, both at home and while traveling.
Strategic Insights:
- Mastercard’s launch of The Mastercard Collection reflects insights from proprietary research highlighting a shift in consumer priorities. Cardholders increasingly value experiences over material rewards, seeking meaningful moments with friends and family. Nearly 75% of premium cardholders report feeling their best when pursuing passions such as culinary experiences, arts, and cultural activities. These trends are particularly pronounced among the top 30% of earners, who spend more than twice the average cardholder.
Availability:
- World Legend Mastercard is now available to banks in the EEMEA region.
- Cardholders in the UAE, Saudi Arabia, and Türkiye will gain access in Q4 2025, followed by a wider regional rollout.
With the launch of The Mastercard Collection, Mastercard is redefining premium credit card experiences in EEMEA, transforming everyday transactions into memorable lifestyle moments. The offering emphasizes personalized access to curated experiences, catering to consumers who value meaningful connections, culinary and cultural exploration, and seamless travel privileges.
