Citi has formed a partnership with Airbnb to enhance the bank's marketing to cardholders in Asia and other nearby locales.

The bank hopes collaborating with the home-sharing digital platform can help grow its cards business through new acquisitions and increased customer loyalty. It first launched in Singapore and Citi plans to roll out to Australia, Indonesia, Taiwan Thailand and the Philippines in coming weeks, among other markets.

“To be the world's leading digital bank… includes delivering a remarkable client experience in key digital ecosystems,” Anand Selva, Citi’s head of Asia Pacific consumer banking, said in a news release. "The rapid adoption of mobile and other digital channels has truly transformed how people book their accommodation for business or leisure.”


IMAGE: Bloomberg News

Similar to Uber, which has an easy payments experience that's impacted other companies targeting the payments industry such as Facebook, Airbnb's room sharing app has become a popular target for partnerships. The company recently added staff with distributed ledger experience and has partnered with American Express.

This year Citi has also announced partnerships with ride-hailing app Grab, online payment platform Alipay, messaging app WeChat, voice calling app Line and ecommerce company Lazada.

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