Alliance Data Systems has announced that the firm’s Ohio-based card services business entered into a partnership with Viking Cruises to launch credit card programme and provide co-brand credit card services.

Alliance Data believes that the co-brand credit programme will support Viking Cruises’ growth while appealing to its affluent travellers. The loyalty-driven programme encourages guest engagement with Viking Cruises which increases bookings.

Cardholders will receive rewards for the dollars spent for purchases with Viking Cruises, high-frequency spend categories and through all other transactions.

Furthermore, Alliance Data said that its analytics and insights institute will help in understanding of existing and potential guests.

Viking Cruises will also use Alliance Data’s mobile marketing solutions, which include mobile card acquisition via phone and tablet and SMS marketing platforms.

Viking Cruises founder and CEO Torstein Hagen said: “The Viking Cruises brand reflects a heritage of exclusive quality and unsurpassed customer service, and our new credit programme with Alliance Data will encompass a customer-centric approach that creates a personalized experience for every traveller and delivers on our distinguished brand promise.

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“We believe Alliance Data’s credit marketing experience and robust insights and analytics will help us build and grow our base of loyal guests and drive sales by offering a high level of customer service and flexible credit options to our cruisers.”