Fintech to Help Smaller Hotel Brands Like Selina Launch Rewards Cards
Photo Caption: A cafe at the Selina Centavrus Pelion property in Greece. Source: Selina.
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Selina's launch of a loyalty card will be eyed by other emerging brands in travel lodging. Its choices in marketing the card to early-career travelers will be watched by all hoteliers coveting that segment.
Large hotel chains have long used co-branded payment cards. But smaller hospitality brands can now create payment cards to boost guest loyalty. The arrival of financial technology, or fintech, startups — which are more flexible than traditional banks — is bridging the gap.
Selina, a chain of more than 130 premium hostels and hotels, has begun trialing a Selina Visa Card. Large banks have rarely bothered with hoteliers that small. But neo-bank Imprint was eager to work with the company.
"About 20 percent of our customers will visit Selina again within a year," said Elad Nir, chief marketing officer. "We wanted a tool to further engage with our community."
Selina belongs to a wave of companies seeking to compete with the incumbent hotel giants. Names include Casai,
