Samsung Card targets 9,000 sign-ups in first year with Marriott co-branded card

Samsung Card has launched a Marriott hotel co-branded card with a 1 million won ($754) annual fee, targeting ultra-premium customers. The key selling point is a lowered threshold for reaching Platinum Elite status in Marriott's loyalty program — cardholders who spend 12 million won in their first year automatically qualify for the upgrade. The company is aiming to issue 9,000 cards in the first year.

Samsung Card held a press conference Thursday in Gangnam-gu, Seoul, to officially launch the Marriott Bonvoy The Prestige Samsung Card — about seven months after signing an MOU with global hotel group Marriott International in March.

The card lowers the spending threshold required to move up in Marriott's membership tiers and strengthens free-stay benefits. Samsung Card Executive Vice President and Marketing Head Kim Dae-soon said demand from premium customers who use global hotels has been growing steadily, but that domestic products had fallen short of meeting the needs of top-tier customers. The two companies began discussing the project after meeting in Singapore last year and spent about a year developing the product.

Samsung Card particularly highlighted that its Platinum Elite upgrade threshold is lower than those of comparable Marriott co-branded cards overseas. The Marriott Bonvoy American Express Premium Card issued in Japan requires annual spending of about 42 million won to reach Platinum Elite status. By contrast, Samsung Card set the bar at 12 million won in the first year, and 24 million won in annual spending from the second year onward.

Kim Suk-ja, Samsung Card's marketing manager, said the card offers the most favorable Platinum Elite upgrade conditions of any Marriott co-branded card outside the United States, and that the company is targeting issuance of 9,000 cards in the first year and more than 20,000 within three years.

Cardholders automatically receive Gold Elite status in Marriott Bonvoy upon issuance. Those who reach Platinum Elite can enjoy benefits including breakfast for two, room upgrades, lounge access and 4 p.m. late checkout, subject to each hotel's conditions. As a launch promotion, customers who apply by Nov. 30 and spend a cumulative 4 million won by Dec. 31 will also receive Platinum Elite status.

Free night benefits are provided up to twice a year. Cardholders who meet the same spending thresholds as the Platinum upgrade — 12 million won in the first year and 24 million won in subsequent years — receive one free night certificate worth 60,000 Marriott Bonvoy points. Those who spend 50 million won or more in a year receive an additional certificate worth 50,000 points. The hotels where certificates can be redeemed vary depending on each property's point requirements.

Points accrue at a base rate of 2 points per 1,500 won spent at general merchants in Korea and abroad, with up to 6 points available at Marriott participating hotels and overseas merchants. Department stores, duty-free shops, airlines and golf-related merchants earn up to 4 points. The enhanced earning rates apply when the previous month's spending reaches 1 million won or more.

The card also offers a 30,000 won ($23) discount on purchases of 60,000 won ($45) or more at Marriott participating hotels in Korea, available up to six times a year. Airport lounge access is provided up to 12 times annually at domestic and international airports, with an additional three complimentary visits per year to the Matina Gold Lounge at Incheon International Airport.

Samsung Card said its strategy with the product is to attract high-spending customers and expand partnerships with premium brands. When asked how the card differs from Shinhan Card's existing Marriott co-branded card, Samsung Card Executive Director Kim Tae-gwan said the two companies target different customer segments. He said Shinhan Card requires relatively higher spending to reach Platinum status, while Samsung Card focused on customers who want to reduce that burden while enjoying more benefits.

Kim acknowledged that co-branded cards tend to carry lower margins. "There are aspects where the margin on a co-branded card itself can be seen as somewhat lower," he said, adding that the company is not focused solely on short-term margins from launching a new product, but on delivering greater value to customers over the medium and long term — which he said would generate additional benefits as a byproduct.

He added that the goal is to offer customers a range of experiences through partnerships with premium brands, and that Samsung Card has been actively expanding such tie-ups since last year.

Marriott also plans to deepen its engagement with Korean customers through the partnership. According to the Marriott Bonvoy 2026 Loyalty Trends Report released Thursday, 57 percent of Korean traveler respondents said they earn hotel loyalty points through co-branded credit cards, and 60 percent said they use points for room upgrades.

John Toomey, vice president of commercial for Asia Pacific at Marriott International, said Korean consumers place high value on fast point accumulation and tangible benefits, and that the card is designed to connect everyday spending to meaningful travel experiences.

Marriott is also preparing additional promotions tied to Samsung Card as it approaches its centennial anniversary next year. Toomey said the promotions introduced Thursday are just a starting point and that the company plans to expand related programs going forward. He added that a special K-pop program for Korean members is also in the works.