Abu Dhabi Islamic Bank (ADIB), Marriott Bonvoy and Visa have announced the launch of two co-branded credit cards in the United Arab Emirates: the Marriott Bonvoy ADIB Visa Infinite and the Marriott Bonvoy ADIB Visa Signature. The move brings together a leading Islamic bank, Marriott International’s loyalty programme and Visa’s payments infrastructure, in an Emirati market where the travelling clientele represents a high-value banking segment.
An alliance between a Sharia-compliant bank and a global loyalty programme
Both cards allow holders to earn Marriott Bonvoy points on qualifying everyday spending, which can then be redeemed for stays, upgrades or experiences across a portfolio of more than 30 hotel brands and 10,000 destinations worldwide. Points can also be transferred to more than 40 airline partners or used for experiences offered through Marriott Bonvoy Moments.
Amit Malhotra, Global Head of Retail Banking at ADIB, describes the partnership as a step designed to strengthen how the bank rewards its customers and connects with their aspirations. He notes that combining ADIB’s expertise in Islamic finance, Marriott Bonvoy’s global programme and Visa’s payment technology is intended to create value that extends beyond traditional banking.
Two card tiers, one path to Elite status
As part of a limited-time launch offer, the Visa Infinite card carries up to 200,000 welcome points and an accelerated upgrade from Gold Elite to Platinum Elite status. The Visa Signature card, meanwhile, offers 50,000 points on activation along with Silver Elite status. Both cards grant access to Marriott Bonvoy Elite benefits, including priority late check-out, room upgrades subject to availability, airport lounge access and dining offers.
Another piece in Marriott’s loyalty strategy
This Emirati launch is part of a broader push to expand banking partnerships around Marriott Bonvoy, a revenue stream that has become strategically important for the hotel group worldwide. The group has also signed new long-term agreements with JPMorgan Chase and American Express in the United States for its co-branded card programme, as Marriott Bonvoy’s membership now exceeds 295 million worldwide.
This growth in co-branded card revenue is not, however, universally welcomed by hotel owners. A group of American franchisees recently challenged Marriott’s leadership over the sharing of this revenue, arguing that their share is insufficient given the cost of the free nights funded through points. While specific to the US market, this debate illustrates the growing importance of such banking partnerships within the Bonvoy programme’s economics.
ADIB, a major banking player in the region
Founded in 1997 and listed on the Abu Dhabi Securities Exchange (ADX), ADIB reports assets of approximately EUR 71 billion (around AED 304 billion, at current approximate exchange rates), and offers retail, corporate, private banking and wealth management services. The bank operates across five strategic markets, including Egypt, where it has 79 branches, as well as the United Kingdom, Qatar and Iraq. ADIB has also been named World’s Best Islamic Bank by The Banker, a Financial Times publication, and already has experience with co-branded cards through partnerships with Emirates, Etihad and Etisalat.
A UAE market where hotel loyalty carries growing weight
Andrew Watson, Chief Commercial Officer EMEA at Marriott International, frames the launch as part of the group’s ongoing commitment to enriching the travel journey of its Bonvoy members and giving them greater flexibility in earning and using their points. Salima Gutieva, Visa’s Vice President and Country Manager for the UAE, notes that the offering draws on Visa’s global security and acceptance, claimed across more than 150 million partner merchants worldwide.
The United Arab Emirates remains one of the most fiercely contested markets in the region for major international hotel groups, amid portfolio expansion, the rise of new brands and strengthening loyalty programmes aimed at a high-spending business and leisure clientele. The arrival of these two co-branded cards confirms that the battle for traveller loyalty is now being fought as much on banking ground as within hospitality itself.
At a glance by The Hospitality Tribune
ADIB, Marriott Bonvoy and Visa launch two co-branded credit cards in the UAE.
Two tiers: Marriott Bonvoy ADIB Visa Infinite and Visa Signature Card
Launch offer: up to 200,000 welcome points (Infinite) or 50,000 points (Signature)
Fast-track status: Gold to Platinum Elite (Infinite) or Silver Elite (Signature)
Points earned on everyday spend, redeemable across 30+ brands and 10,000+ destinations
Transferable to 40+ airline partners; accepted at 150M+ Visa merchant locations
ADIB holds roughly AED 304 billion (approx. EUR 71 billion) in assets
