Count this into the list of things I feel a déjà vu about. Last year, around the same time, I wrote about the nixing of all the partners of HDFC Bank Diners Club without notice. The transfer partners gone then included Marriott Rewards, Hyatt Gold Passport World of Hyatt, American Airlines and others. Last year, the only options left were Air India Flying Returns, Jet Airways’ JetPrivilege and Singapore Airlines KrisFlyer.
HDFC Bank Diners Club Black
They were my single most favourite credit card, also because of the 33% cashback I used to get from them in terms of points = 1 INR each.
Overall, they have diluted the program, first knocking off the exotic partners last year from the list, then reduced points earning to 50,000 points per cycle, and then 25,000 points and then knocking off any sort of travel partners from the list. The 2x bonuses on dining gone too.
Most Diners Club Cards issued in India now have a reduced value, except for the Black card in terms of INR value.
Now, one more partner gone without notice. In the latest update, it seems Air India is no longer a partner as well for HDFC Bank Diners Club.
Bottomline
I hate the part where companies think they can scoop away a partner at anytime without notice. And this has happened when HDFC Bank actually sent out mailers to everyone to make sure they got it right this time. Guess old habits don’t change too quick, or do they?
How does the current change of terms at HDFC Bank affect you?
I look at it this way Atul, last few years for HDFC Bank with Diners Black, Regalia etc. was all about value creation. How do I build trust, expand market share etc. Now I think it’s time for them to start monetising to build it in sustainable and more profitable manner. Every brand starts by unconventional brand and moves to aspirational brand and to main stream.. more – https://hbr.org/2015/06/a-better-way-to-map-brand-strategy
for example, Apple – they sold to misfits, rebels etc. and it became an aspirational brand and today in any developed country – even in SE Asia – Thailand, Singapore – Apple is just a mainstream brand. They were able to do this without lowering the bar (prices/quality).. HDFC wants to do it FAST I guess.. As a consumer, do we have a choice? 🙂 i.e., is there any other card from any other bank/network that’s better than DINERS Black? Would love to hear others talk about it.
Ajay, do you expect a redemption rate devaluation from Re 1 : 1 mile come October for Black cards?
@Akshay I don’t know really. I would imagine that and 10x are the only things keeping this card competitive, umm, and I would hope it stays longer.
Hi Ajay sir.. I have more than half million diners club points now.. should I immediately transfer them to Krisflyer before they knock down them too..
Kindly advice.
@Sri Harsha Katwa, Earn and Burn – Earn & Burn.
Doesn;t really affect if AI is there or not … but one thing for sure as soon as 10X goes off I will say Good Bye to Diners… and back to Citi Prestige