Visa’s 2024 study of affluent consumers in Europe shows strong demand for premium cards, with 73% already owning one. These cardholders are younger (79% under 45), adventurous, and eager to pay more for richer travel and lifestyle experiences. Premium cards become top-of-wallet for 83% of holders, used daily or every other day, driven by benefits like travel insurance, lounge access, purchase protection, and VIP event access. The main adoption barrier is lack of awareness, as many non-holders don’t understand the value offered. Educating consumers and tailoring benefits to evolving needs—like wellness, eco-travel, and digital perks—presents a major opportunity.

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