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Maldives set to become the first country to launch its own loyalty program

Sept. 29, 2020
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3 min read
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Maldives set to become the first country to launch its own loyalty program
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Air miles, hotel points and now Border Miles.

In December, the Maldives will launch its own loyalty program — a first for a country. On Sunday, during a virtual ceremony hosted by the Maldives' Minister of Tourism, the country unveiled its idea for a three-tiered loyalty program, known as Maldives Border Miles.

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Up to this point, there is limited information about how status will be earned and what rewards each level will entail. What we do know is that there will be three levels:

  • Aida (bronze);
  • Antara (silver); and
  • Abaarana (gold).

A tourist's number of visits and duration of stay will help to earn status, with extra points for those visiting the islands for special occasions. The program is set to launch on Dec. 1.

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It's unclear what the levels of status will get a traveler when they visit the bucket-list destination. Given a trip to the Maldives can often be associated with spending a lot of money, we're hoping that the benefits of each status tier will offer some kind of monetary benefit.

Related: 6 reasons to pick the W Maldives over the St. Regis

When you consider, for example, that a seaplane transfer in the Maldives often costs upwards of $600 per person, that can truly add up. If there is some savings potential on this required expenditure, it could lure tourists to come back to the island time and time again.

Alternatively, if the tiers offer experience perks, such as priority entry lanes at immigration, it could be an incentive for would-be travelers tight on time or not looking to wait in long queues.

Ultimately, whether or not the Maldives Border Miles program will be a success will largely depend on how it can attract consumers. Will its perks be enough to entice visitors to come back time and time again? Or, will they be lacklustre enough for someone to choose another island destination for their holiday?

We will have to wait and see.

The Maldives reopened to tourism in July with few requirements. However, as of earlier this month, it's revised its entry requirements to implement mandatory testing. Visitors must have a negative COVID-19 test result, taken no more than 72 hours prior to departure in order to enter the country.

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  • 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
  • Packed with credits foodies will enjoy
  • Solid welcome bonus

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  • Not as useful for those living outside the U.S.
  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
  • Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
  • Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
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  • $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
  • $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
  • Terms Apply.