HONG KONG – Standard Chartered Hong Kong has unveiled its sophomore travel campaign Travel to the Fullest. Live Life to the Fullest, marking a significant evolution in how the premium affluent segment approaches their globetrotting desires.
Building on insights from consecutive HNWI surveys, Standard Chartered has identified a pivotal shift in travel behavior: affluent travelers are increasingly prioritizing fewer, deeper travel experiences over frequent trips, with miles serving as the key to unlocking these premium adventures.
Eliza Law, Head of Affluent Segment and Distribution of Standard Chartered Hong Kong, shared, “Our Priority Banking services are constantly evolving to meet the needs of the affluent clients who are eager to earn miles. The survey reveals that nearly half HNWIs have earned miles through banking services, such as setting up time deposits, payroll accounts, and wealth management. The number of affluent clients setting up Asia Miles Time Deposit with large deposits continues to rise, with some clients earning over 4 million miles within a year through banking services. Furthermore, earning miles through payroll accounts has become a new trend, allowing clients to easily enhance their next journey simply by receiving their salary.”
The numbers tell an impressive story: some clients have accumulated over 4 million miles within a single year through banking services alone. A particularly notable trend is the rise of earning miles through payroll accounts — essentially transforming monthly salaries into first-class tickets.
Standard Chartered’s campaign execution demonstrates considerable strategic sophistication, blending paid media, social channels, and influencer collaborations to create an immersive narrative about miles-centered travel.
The bank tapped into the authentic voices of KOLs including Alfred Hui, Tang Siu Hau, and Amy Lo – figures specifically chosen for their savvy approach to spending and passion for travel. Through their stories, the campaign illustrates how strategic miles management transforms ordinary journeys into extraordinary experiences.
The campaign showcases Standard Chartered’s flagship travel product, the Standard Chartered Cathay Mastercard, which recently claimed the ‘Best Credit Card Product for Travelers in Asia Pacific 2025’ at the Global Excellence in Retail Finance Awards.
