Standard Chartered Hong Kong bags win at Asian Experience Awards 2025 for chartered flights

This unprecedented initiative achieved 20% Priority Banking growth and redefined banking customer experience.

Standard Chartered Hong Kong scored the prestigious Asian Experience Awards 2025 in the Hong Kong Customer Experience of the Year - Banking category for its success in becoming the first bank to arrange chartered flights for clients, deploying dedicated aircraft exclusively for its Priority clients per destination.

In this undertaking, the bank leveraged the unique position of major airline Cathay Pacific to curate the entire travel experience from airport departure to destination experiences. This partnership enabled Standard Chartered to control and elevate every touchpoint of the journey, transforming its airline relationship from a rewards facilitator into a comprehensive travel curator.

Standard Chartered executed this project by having Hong Kong celebrities and travel KOLs personally welcome each guest at the boarding gate, transforming routine check-in into a VIP moment. It also secured reservations at multiple Michelin-starred restaurants. Guests also stayed at handpicked five-star hotels.

Its clients gained instant social currency as their premium lifestyle became aspirational content discussed across Hong Kong's seven million residents. Friends, family, and colleagues watched them enjoy exclusive access and luxury experiences on primetime television, creating social prestige that extends far beyond the trip itself.

This initiative resulted in 20% growth in new-to-bank customers for its Priority Banking segment, 20% increase in Cathay Mastercard acquisition, 66% surge in new accounts, 22% growth in funds, more than 21 million total impressions, and over $18m PR value generated.

Beyond metrics, the bank created emotional bonds that transcend traditional banking relationships. The social currency clients gained through TV features, celebrity interactions, and access to impossible-to-book experiences created lasting loyalty that goes far beyond financial transactions.

“In an industry focused on points and rates, we proved that the most valuable currency is unforgettable experiences that create lifelong memories and unbreakable customer bonds,” it said.

The Asian Experience Awards recognises the ingenious initiatives of creative companies in delivering meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].