David Cartier, Marketing Manager for high-end and corporate cards at Carte Bleue Visa

Should we expect to see rapid growth in co-branding of corporate cards in France?

David Cartier: Undoubtedly, but in relatively limited proportions. Debit cards predominate in France, unlike credit cards, which have a strong presence in Anglo-Saxon countries. Because of its business model, the debit card is less conducive to the development of co-branding. It should be noted, however, that a credit card comes with a fee. And it is mainly these fees that finance, among other things, the benefits offered by the partner as part of a co-branded card. A simple debit card, on the other hand, has no such resources. This makes it difficult to generate enough income to share with a partner.

What types of co-branding partners has Visa already dealt with?

D. C.: In the UK, for example, Visa cards are co-branded with airlines such as Lufthansa and American Airlines, as well as hotel chains such as the InterContinental group (Crowne Plaza, Holiday Inn and InterContinental hotels). In the United States, co-branding agreements have been signed with Mariott, United Airlines and Michelin. To date, co-branding has mainly been with a single partner. Consequently, there is no multi-partner co-branding. In the field of business travel, it is not always easy to find complementary partners who will agree to share their visibility on the map. Another observation to be made is that co-branding mainly concerns business cards designed for very small businesses and SMEs. There is virtually no co-branding of business cards for larger companies and major groups.

How do you explain the fact that co-branding is not aimed at large groups?

D. C. : Generally, co-branding is accompanied by a loyalty programme and/or specific offers. In order to contain their business travel budgets, large groups introduce travel policies and negotiate contracts with service providers such as airlines and hotel chains. However, they do not appreciate these commercial incentives, which encourage consumption and therefore spending. In their eyes, there is a risk of contradiction with their travel policy.