New lease on life for Elite Card
Major push expected to net 1,300 members
Published: 21/11/2012 at 12:00 AMNewspaper section: Business
Thailand Privilege Card Co (TPC), the operator of the Thailand Elite Card, is embarking on a new business plan as it plans to attract 1,300 new members next year.
The Elite Card, which was almost scrapped by the previous Democrat-led government, got the green light from the Yingluck Shinawatra cabinet to be revived by the Tourism Authority of Thailand (TAT), the owner of TPC.
For its comeback under a "Money Can't Buy" campaign, members will get more privileges such as a five-year visa with multiple entries and a maximum stay of 12 months, up from three months for normal tourists. They will get discounts for air fares and shopping in Thailand.
Some cardholders, particularly foreign investors, will have the chance to meet top executives of Thai companies for business talks. Their meetings will be arranged by the TAT.
The membership will be adjusted to only 20 years, not lifetime as in the past.
However, the TAT is confident that these special offers will be attractive to foreign investors.
TAT governor Suraphon Svetasreni said the new conditions will take effect after a new TPC chief executive is recruited next February.
"The revised privileges for cardholders are very attractive and special. If they have money, they can't buy these exclusive services and privileges," he said.
TPC will gradually adjust privileges for the existing 2,562 members to be the same as those of new members. For example, unlimited golf and spa services will be changed to twice a month.
The "Money Can't Buy" campaign will be run with a budget of 100 million baht approved by the cabinet recently.
The 1,300-member target comprises 481 members from Europe, Africa and the Middle East, 436 from Russia and the Commonwealth of Independent States, 303 from the Asean, South Asia and Asia-Pacific and 80 from the US.
"We expect to have 10,000 members by 2022," Mr Suraphon said.
He said reviving the Elite Card is better than shutting down the scheme, as many members planned to sue TPC for compensation of more than 2.6 billion baht.
The TAT has launched its marketing campaign through 20 international offices, with each office having its own sales target.
The card will be promoted at international trade shows next year.The card's membership fee is 2 million baht and the commission fee is set at 5%.
Mr Suraphon said medical tourism and expats are important markets. The number of medical tourists is about 400,000 per year.
The TAT is speeding up production of a sales kit to explain the card's benefits