Affinity Reward Card - Market Research, Industry Trends, Market Share, Consumer Insights


Published: 07/19/2019
Pages: 168
Full Study Price: US$ 4,275

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Packaged Facts estimates that, in 2018, co-branded credit cards generated $990 billion in purchase value, up an average of 7.9% from 2016. The share of general-purpose credit card and charge card purchase value attributable to co-branded credit cards declined from 27.8% in 2016 to 26.9% in 2018, and non-cobranded credit card purchase value grew at a faster annual rate (10.3%). Retailer co-branded credit card purchase value grew at the fastest annual rate (8.5%), but travel and entertainment brands commanded 55% of spending, 70% of which was attributable to airline-branded credit cards.

This report covers the U.S. market for co-branded/affinity credit cards, with an emphasis on co-branded credit card program features and benefits analysis, partner and issuer co-branded card strategies and competitive trends, co-branded growth trends among issuers and networks, and related trend and opportunity spotting.

  • Some 26 airline brands have U.S. co-branded credit card programs.
  • As of June 2019, 19 hotel brands offer or are expected to offer co-branded credit card programs in partnership with nine issuers.
  • At the brand level, Packaged Facts counts 111 co-branded credit card issuing partnerships, led by the club, department, and discount store brand category (15) and followed by ecommerce and automobile brand categories (13 apiece).
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Table Of Contents

  • Executive Summary
    • Report Scope
    • Report Summary
      • Co-Branded Credit Card Market Size
      • Airline Co-Branded Card and Loyalty Programs
      • Hotel Co-Branded Card and Loyalty Programs
      • Retailer Co-Branded Card Programs
      • Co-Branded and Affinity Credit Card Usage Trends
      • Co-Branded Credit Card Application Influencers and Rewards Preferences
      • Co-Brand and Affinity Credit Card Issuers
  • Market Size and Forecast
    • Co-Branded Credit Card Market Size
      • Table General-Purpose Credit Card Purchase Value: Co-Branded vs. Non-Co-Branded Cards, 2016-2018
      • Table U.S. Airline, Hotel, and Retailer Co-Branded Credit Card Purchase Value, by Segment, 2016-2018
      • Top 10 Co-Branded Credit Card Programs
        • Table Top 10 U.S. Co-Branded Credit Card Programs, by Purchase Value, 2016-2018
      • Co-Branded Credit Card Market Share, by Top Issuers and Card Networks
        • Table U.S. Co-Branded Credit Card Purchase Value, by Card Network and Top Issuers, 2018
      • Number of Co-Branded Credit Card Programs
        • Table Number of U.S. Co-Branded Credit Card Programs, by Network, Segment, and Type, 2019
        • Table Number of U.S. Co-Branded Credit Card Programs (by Network, Segment, and Type), by Issuer, 2019
  • Airline Co-Branded Card and Loyalty Programs
    • Airline Co-Branded Credit Card Programs and Partners
      • By the Numbers
        • Table Airline Brands: U.S. Co-Branded Credit Card Programs, by Issuer, Network, and Card Type, 2019
      • Portfolio Wins and Losses
    • Consumer Analysis: Frequent Flyers & Airline Co-Branded Card Users
      • Frequent Airline Travelers
        • Table Frequent Airline Travel: Percentage Usage, Business vs. Personal, 2011-2019
      • Frequent Flyer Program Usage Generally Tracks Airline Use over Time
        • Table Airline Users, Frequent Flyer Program Members, and Membership-to-Flyer Ratio, by Airline, 2011-2019
      • Frequent Flyer Programs Do What They Set Out To Do
        • Table Frequent Flyer Program Membership (by Program) by Last Airline Flown Domestically, 2019
      • Delta Holds Loyalty Program Enrollment Crown
        • Table Frequent Flyer Program Members and Sole Program Users, by Airline, 2019
      • Southwest Holds Loyalty Program Engagement Crown
        • Table Frequent Flyer Program Redeemers, by Frequent Flyer Program, 2019
      • Business & Leisure Travelers: Opportunity across Flying Frequency Spectrum
        • Table Frequent Flyer Program Membership, Co-Branded Airline Credit Card Use, and Program Membership/Airline Card Use, by Number and Type of Domestic Flights, 2019
      • Demographics
        • Table Frequent Flyer Program Members (by Program), Co-Branded Airline Credit Card Users, And Program Membership/Airline Card Users, by Age, 2019 (% and index)
        • Table Frequent Flyer Program Members (by Program), Co-Branded Airline Credit Card Users, and Program Membership/Airline Card Users, by HH Income, 2019 (percent and index)
    • Sizing up the Big Three
      • American, Delta, and United
      • Operating Revenue and Passenger Miles
        • Table American Airlines, Delta Air Lines and United Airlines: Revenue and Loyalty Metrics, 2016-2018
      • Loyalty Program Revenue Passenger Miles and Award Redemptions
        • Table American Airlines, Delta Air Lines and United Airlines: Revenue and Loyalty Metrics, 2016-2018
      • Deferred Loyalty Program Liability: Parsing the Billions in Revenue
        • Table Deferred Loyalty Program Liability: American Airlines, Delta Air Lines and United Airlines, 2016-2018 ($bil)
    • In Focus: Delta Air Lines
      • Leader in Customer-Focused Metrics
      • Co-branded Credit Card Program Is a Cash Cow
        • Table Delta SkyMiles Loyalty Program: Revenue from Mileage Credits Sold: All Revenue vs. American Express Revenue, 2017-2023 ($bil)
        • Table Delta SkyMiles Loyalty Program: Revenue from Mileage Credits Sold to American Express, 2014-2023 ($bil)
      • $100 Billion in Purchase Value?
        • Table American Express Delta SkyMiles Co-Branded Credit Card Program: Purchase Value and Loans Outstanding, 2014-2019 ($bil)
      • Part of a Multi-Billion-Dollar Loyalty Program
        • Table Delta SkyMiles Loyalty Program Deferred Revenue, Earning, and Redemption, 2016-2018 ($bil)
        • Table Delta SkyMiles Loyalty Program Revenue: Travel and Marketing Contributions, 2016-2018 ($bil)
        • Table Delta SkyMiles Loyalty Program: Key Usage Metrics, 2015-2018
    • In Focus: American Airlines
      • Advantage Underpinned by Co-Branded Program
      • The Fruits of Renegotiation
        • Table American Airlines AAdvantage Loyalty Program Revenue: Marketing vs. Travel, 2016-2018 ($bil)
      • Purchase Value Crosses $90 billion
        • Table American Airlines AAdvantage Co-Branded Credit Card Program Purchase Value, 2016-2018 ($bil)
      • Advantage: The Revenue Story
        • Table American Airlines AAdvantage Loyalty Program Deferred Revenue, Earning, and Redemption, 2016-2018 ($bil)
        • Table American Airlines AAdvantage Loyalty Program Revenue: Travel and Marketing Contributions, 2016-2018 ($bil)
      • Advantage: The Miles Usage Story
        • Table American Airlines AAdvantage Loyalty Program: Key Usage Metrics, 2015-2018
      • Advantage: The Card Story
    • In Focus: United Airlines
      • Metrics
      • Gunning for More Partner Revenue
        • Table United Airlines MileagePlus Loyalty Program Revenue: Marketing vs. Travel, 2016-2018 ($bil)
      • MileagePlus Card Acquisitions Pick Up Steam; Purchase Value Lags
        • Table American Airlines AAdvantage Co-Branded Credit Card Program Purchase Value, 2016-2018 ($bil)
      • MileagePlus: The Revenue Story
        • Table United MileagePlus Loyalty Program Deferred Revenue, Earning, and Redemption, 2016-2018s ($bil)
        • Table United MileagePlus Loyalty Program Revenue: Travel and Marketing Contributions, 2016-2018 ($bil)
      • MileagePlus: The Miles Usage Story
        • Table United Airlines MileagePlus Loyalty Program: Key Usage Metrics, 2015-2018
      • MileagePlus: The Card Story
  • Hotel Co-Branded Card and Loyalty Programs
    • Co-Branded Hotel Credit Card Programs
      • Table Hotel Brands: U.S. Co-Branded Credit Card Programs, by Issuer, Network, and Card Type, 2019
    • Consumer Analysis: Hotel Loyalty Program & Co-Branded Card Users
      • Hotel Credit Card Users
        • Table Hotel Users, by Domestic Personal and Business Nights Stayed, 2019
      • Hotel Credit Card Users, Hotel Loyalty Program Membership and Redemption
        • Table Hotel Credit Card Users and Hotel Loyalty Program Members and Redeemers, 2019
        • Table Hotel Credit Card Users and Hotel Loyalty Program Members and Redeemers, by Domestic Personal and Business Nights Stayed, 2019
        • Table Domestic Personal and Business Nights Stayed, by Hotel Credit Card Users and Hotel Loyalty Program Members and Redeemers, 2019
        • Table Hotel Credit Card, Hotel Loyalty Program Membership and Redemption: Cross Usage, 2019
      • Demographics
        • Table Hotel Loyalty Program Membership, by Brand and Demographic, 2019
    • In Focus: Marriott
      • Hotel Superpower
      • The Marriott Bonvoy Revenue Story
        • Table Marriott Bonvoy Loyalty Program Deferred Revenue, 2016-2018 ($mil)
        • Table Marriott Bonvoy Loyalty Program Deferred Revenue, Earning, and Redemption, 2018 ($mil)
      • Marriott Bonvoy Credit Card Program: The Metrics
        • Table Marriott Bonvoy Co-Branded Credit Card Program: Purchase Value and Loans Outstanding, 2016-2018 ($bil)
      • Marriott Bonvoy: Nuts and Bolts
      • Merger and Starwood Integration
      • Marriott Bonvoy: The Cards
  • Retailer Co-Branded Card Programs
    • Retailer Co-Branded Credit Card Brand Partnerships
      • Table U.S. Retailer Co-Branded Credit Card Programs, by Segment, 2019
    • Club Stores: Sizing Up the Big Three
      • Net Sales Trends
        • Table Costco, Sam's Club, and BJ's Wholesale Club: U.S. Net Sales, Comparable Sales Change, and Units, 2016-2018
      • Demographic Analysis
        • Table BJ's Wholesale Club, Costco and Sam's Club: Usage, by Gender, Age, HH Income, and Business Ownership Segments, 2019 (percent and index)
      • Omni-Channel Purchasing Trends
        • Table BJ's Wholesale Club, Costco and Sam's Club: In-Store vs. Online Purchasers, 2015-2019
    • In Focus: The Costco Credit Card Program
      • AnyWhere Visa Is Largest Co-Branded Program
      • What Exclusivity Buys
        • Table Costco Co-Branded Credit Card Programs: In-Store Purchase Value, Out-of-Store Purchase Value, and Loan Receivables, 2015-2018
      • Hard Benefits That Resonate with Affluent Costco Shoppers
      • Going for the Loyalty Trifecta
    • In Focus: The Sam's Club Credit Card Program
      • Options Include Sam's Club Mastercard
      • Sam's Club Mastercard: Purchaser Value and Loans
        • Table Sam's Club Proprietary Credit Card Programs: In-Store Purchase Value, Out-of-Store Purchase Value, Loan Receivables, and Co-Branded Share, 2016-2018
      • Sam's Club Mastercard: Distinguishing Features and Loyalty Proposition
    • In Focus: The BJ's Wholesale Club Credit Card Program
      • Successful Partnering with Alliance Data Systems and Visa
        • Table BJ's Wholesale Club Co-Branded Credit Card Programs: In-Store Purchase Value, Out-of-Store Purchase Value, and Loan Receivables, 2016-2018
      • Building the Customer Base and Fostering Loyalty
      • BJ's Perks Plus Visa: Distinguishing Features and Loyalty Proposition
  • Co-Branded and Affinity Credit Card Usage Trends
    • General-Purpose Credit Card Usage Trends, by Card Type
      • Table Percent of Adults Who Have/Use General-Purpose Credit Cards, by Card Network, 2015-2019
      • General-Purpose Credit Card Usage in Past 30 days
        • Table General-Purpose Credit Card Usage in Last 30 Days, by Card Network, 2015-2019
      • General-Purpose Credit Card Active Usage Rates
        • Table General-Purpose Credit Card Usage vs. Active Usage, 2019
      • General-Purpose Credit Card User Demographics, by Card Network
        • Table General-Purpose Credit Card Usage in the Last 30 Days, by Card Network and Demographic, 2019
    • Cards in Wallet: Co-Branded/Affinity vs. Not Co-Branded/Affinity
      • Usage Rates
        • Table General-Purpose Credit Cards Users: Co-Brand/Affinity Credit Card Users and Non-Users, 2019 (percent who use)
      • Co-Branded/Affinity Credit Card Users Have Card-Friendly Wallets
        • Table General-Purpose Credit Cards Users: Co-Brand/Affinity Credit Card Users and Non-Users, 2019
      • Visa Co-Branded/Affinity Credit Cards
        • Table General-Purpose Credit Cards: Percent Usage and Number of Users, Co-Branded Cards, and Non-Cobranded Cards, by Card Network, 2019
      • Excluding Charge Cards, American Express Has Highest Share of Co-Branded
        • Table Co-Branded and Non-Co-branded General-Purpose Credit Cards (#), by Card Network, 2019
    • Types of Co-Branded and Affinity Cards Used
      • Table Co-Branded/Affinity Credit Card Users, by Partner Sub-Category, 2019 (percent who use)
    • Co-Branded/Affinity Credit Card Demographic Analysis
      • Co-Branded/Affinity Card Users
      • Co-Branded/Affinity Card Users, by Major Category
      • Co-Branded/Affinity Card Users, by Card Network
        • Table All Adults, General-Purpose Credit Card Users, and Co-Branded/Affinity Credit Card Users: Population Share by Demographic, 2019
        • Table Co-Branded/Affinity Credit Card User Population Share by Demographic and Major Category, 2019
        • Table Co-Branded/Affinity Credit Card User Population Share, by Demographic and Card Network, 2019
  • Co-Branded Credit Card Application Influencers and Rewards Preferences
    • Co-Branded Credit Card Application Influencers
      • Winning Generation Z and Millennial Wallet Share with Financing Options
        • Table Co-Branded Credit Card Application Influencers, by Age, 2019
        • Table Co-Branded Credit Card Application Influencers, by HH Income, 2019
    • Rewards Credit Cards: Usage Trends over Time
      • Cash Back, Points, Airline, Hotel and Other
        • Table General-Purpose Credit Card Usage: Rewards vs. No Rewards, 2011-2019
      • Rewards Credit Card Usage Trends, by Card Network
        • Table General-Purpose Rewards Credit Card Usage, by Card Network, 2011-2019
      • Rewards Credit Card Usage Trends: Cash Back and Points vs. Airlines and Hotels
        • Table General-Purpose Rewards Credit Card Usage, by Reward Type, 2011-2019
      • Rewards Credit Card Demographics: Cash Back and Points vs. Airlines and Hotels
        • Table General-Purpose Credit Card Usage in the Last 30 Days, by Card Network and Demographic, 2019
    • Co-Branded Credit Card Users: Attitudes Toward Rewards
      • Consumer Rankings of Importance
        • Table Co-Branded Credit Card Users: Attitudes Toward Rewards, by Age, 2019
        • Table Co-Branded Credit Card Users: Attitudes Toward Rewards, by HH Income, 2019
  • Co-Brand and Affinity Credit Card Issuers
    • Alliance Data Systems
      • Co-Branded Cards Accounting for Increasing Share of Business
      • An evolving client base
      • Competitive strategies
      • Private Label and Co-Branded Credit Card Partners
      • Client Signings and Related Momentum
      • The Co-Branded Card Connection
        • Table Alliance Data Systems: U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, and Network, 2019
        • Table BJ's Wholesale Club Co-Branded Credit Card Programs: In-Store Purchase Value, Out-of-Store Purchase Value, and Loan Receivables, 2016-2018
      • Co-Branded Credit Card Purchase Value Trends
        • Table Alliance Data Systems Credit Card Purchase Value: Co-Brand Share, 2016-2018
    • American Express
      • 50+ Co-Branded Programs Globally
      • Co-Branded Credit Card Programs
        • Table American Express Co-Branded Credit Card Brands, by Category, Sub-Category, and Type, 2019
      • Co-Branded Credit Card Purchase Value Analysis
        • Table American Express Co-Branded Credit Cards: Global, U.S., and Non-U.S. Billed Business, 2015-2018
      • Co-Branded Credit Card Purchase Value Trends
        • Table American Express U.S. Co-Branded Credit Card Billed Business, by Card Partner, 2015-2018
    • Bank of America
      • Focus on Strong Demographics, Multi-Product Appeal
      • Co-Brand Card Programs
        • Table Bank of America: U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, Network, and Type, 2019
    • Barclays
      • Largest European Credit Card Issuer
      • Co-Branded Credit Card Programs
        • Table Barclays U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, Network, and Type, 2019
      • JetBlue
      • Co-Branded Credit Card Purchase Value Trends
        • Table Barclays U.S. Credit Card and Co-Branded Credit Card Purchase Value, 2015-2018
    • Capital One
      • Co-Branded Program Generates More Value than Private Label
        • Table Capital One Co-Branded Credit Card Loans and Purchase Value, 2016-2018
      • Program Partners
        • Table Capital One Financial: Private Label and Co-Brand Credit Card Program Partners, Retail Segment and Card Type, 2018
      • Impending Walmart Launch
    • Citibank
      • Citi-Branded Cards vs. Citi Retail Services
      • Co-Branded Credit Card Programs
        • Table Citibank U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, Network, and Type, 2019
      • Major Co-Branded Card Partners
      • Co-Branded Credit Card Purchase Value Trends
        • Table Citibank Co-Branded and Non-Co-Branded Credit Card Purchase Value, 2016-2018
    • First National Bank of Omaha
      • Table First National Bank of Omaha U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, Network, and Type, 2019
    • JPMorgan Chase
      • Consumer, Small Biz General Card Operations Are Largest by Purchase Value
      • Co-Branded Credit Card Programs
        • Table JPMorgan Chase U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, Network, and Type, 2019
    • Synchrony Financial
      • Co-Branded Credit Cards in U.S.
        • Table Synchrony Financial U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, Network, and Type, 2019
    • U.S. Bank
      • Visa Dominates Co-Branded Programs
        • Table U.S. Bank U.S. Co-Branded Credit Card Programs, by Brand, Segment, Sub-Segment, Network, and Type, 2019
  • appendix
    • Background
      • Major Retailer Benefits: Usable Data and Customer Loyalty
      • Major Cardholder Benefit: Buying Power
    • Methodology
      • Consumer Survey Methodology
      • Market Size and Forecast Methodology
    • Table Indexes
    • Terms and Definitions
      • Active card user
      • Call data
      • Compound annual growth rate (CAGR)
      • Credit card trust
      • Co-branded credit cards and affinity credit cards
      • General-purpose credit card
      • Own-branded credit card
      • Private label (store) credit card
      • Purchase value
      • Revenue passenger mile
      • Self-reported credit score
      • Tender share