Given the economic slowdown and reduced purchasing power, over 70-75% of travel consumers now prefer to visit destinations within the Asia-Pacific region. Although the frequency of travel remains steady or has increased, they adjust their strategies by focusing on nearby locations to manage expenses.
A common behavior observed is saving on daily meals by choosing convenience stores like 7-Eleven or supermarkets, reallocating some budget towards fine dining or purchasing travel experiences for learning and relaxation.
However, on the other hand, there exists a distinctly different group—the upper-tier or A-List customers—who make up about 5% of YouTrip cardholders in Thailand but generate total spending reaching 1 billion baht. Individually, some spend more than 10 million baht annually.
This A-List group shows no signs of reducing travel distance or frequency, continuing long-haul trips to Europe and global destinations, and investing in premium experiences such as Michelin-starred dining and stays at luxury resorts or five-star hotels.
Their shopping behavior is characterized by a preference for "Quiet Luxury" brands that are understated, such as Moynat, The Row, Cartier, and Van Cleef & Arpels, distinguishing them from the general mass market.
Additionally, their lifestyle places importance on art, culture, museums, and music, viewing travel as part of learning. They also value cost-effectiveness similarly to other groups, seeing good exchange rates via travel cards as a reasonable investment in experiences.
Based on this information, YouTrip conducted in-depth data analysis, revealing the insight that customers do not use the service just for general tourism. Each trip has diverse purposes, particularly a segment that cannot be overlooked—unlike most users who use the card one or two times a year, these customers use YouTrip almost continuously.
Juthasri Kuwinichkul, co-founder of YouTrip Thailand, stated that data from the past 12 months (starting July last year) shows that 40% of frequent users transact in more than four currencies, reflecting travel to over 30 countries.
One memorable user case involved a customer whose frequent travel began in July 2025, departing from the UK to Australia, then South Africa, Malaysia, Europe, back to the UK, onward to Zambia, traveling between the UK, Europe, Australia, with stops in Bali, Qatar, the US, South Korea, Scandinavia, returning again to Malaysia, then the UK and Europe once more.
This user is not airline crew but has spent using 20 different currencies. Other users transact in 19, 18, 17, and 16 currencies respectively, illustrating a truly international lifestyle. Financially, these major customers account for 63% of total spending.
Juthasri revealed that all data analysis began with simple tools like Excel, which served as the starting point for premium services. These data are undeniable truths, enabling the team to design products based on actual trusted user behavior rather than imagining ideal customers.
When it was found that existing services might not fully meet top users’ needs, the question arose: how to enhance design and deliver a better travel experience? The answer was creating “YouTrip Metal,” a special metal card offered exclusively by invitation through an invitation-only model. Eligible users are gradually invited to join YouTrip Metal membership, with the metal card and app experience developed to align with the premium target group and strengthen long-term user relationships.
The YouTrip Metal launch also reflects the fintech industry’s increasing focus on hyper-personalization, designing products and benefits tailored to each customer segment rather than offering a one-size-fits-all product.
“The reason for the invitation-only system is that things obtained too easily are often undervalued. YouTrip wants to offer exclusivity to reward those who consistently choose YouTrip as their primary card (top of wallet). Among 100 travel-loving friends, about 2-3 regularly use their cards, and these are the ones invited; the card cannot be applied for by paying money alone.”
Fundamental factors building customer trust in YouTrip are favorable exchange rates and no hidden fees, along with a smooth app experience from start to finish. While general consumers focus on savings—typically around 2%—some users can save up to 9%. For example, spending hundreds of thousands of baht can save tens of thousands.
The YouTrip Metal card design switches from plastic to metal to evoke pride and a distinct tactile feel, while also addressing durability since heavy travelers using plastic cards across 20 currencies might cause wear or damage easily.
YouTrip also designed Metal Card privileges to align with frequent international travelers’ behaviors, divided into three main areas:
Additionally, The Metal Priority service provides 24-hour member care, ensuring priority support globally regardless of time zone.
Most recently, “YouTrip Metal” has launched as an invitation-only product. Qualified members receive invitations via the YouTrip app to access the card’s exclusive benefits.