The Mastercard Collection indicates that modern consumers prefer restaurants that emphasize the experience.
MAY 21, 2026This article was first published in Gourmet and Cuisine.
Nowadays, credit cards are a primary choice for spending on food and travel because of their convenience and added benefits, not only domestically but also globally. Gourmet & Cuisine had the opportunity to speak with Ben Gilbey, Senior Vice President, Consumer Products & Processing for the Asia Pacific region at Mastercard, who highlighted the changing eating habits in the Asia Pacific region and the new benefits under The Mastercard Collection.
Intentional, experience-led dining:
Mastercard research indicates that 77% of consumers in the Asia Pacific region are passionate about travel, and 67% prioritize dining experiences. They are increasingly selective in their restaurant choices, focusing on the immersive experience. Today, we're not just asking "where to eat?" but "why the experience matters?" Whether it's the chef's perspective, the restaurant's story, or a special moment with loved ones, the experience must be "worthwhile" in every aspect—memorable, seamless, and with tangible quality.
In Thailand, this trend is even more pronounced. While consumers are widely open to new experiences, they also place greater value on carefully curated meals—whether at restaurants they've been anticipating, for special occasions, or discovered through travel and social media.
Interestingly, these expectations are not limited to domestic levels but extend to international experiences. Ben revealed that this aligns with the strengths of The Mastercard Collection, which offers seamless dining and travel benefits, both domestically and while traveling.
In the context of dining, "fewer but better" reflects more discerning spending habits. Frequency may tend to decrease, while quality, meaning, and atmosphere become core elements .
This concept yields varying results in different markets. In some, it involves booking upscale restaurants for special occasions, while in Thailand, it often reflects in choosing venues that elevate shared moments to a more special level. However, what is consistent across all markets is that consumers are beginning to question the deeper aspects of the experience they receive, not just whether it was "good or not," but whether it was "worth the time, attention, and the experience that was intended to be created."
Discover Dining Benefits under The Mastercard Collection
in Asia Pacific. “Travel” and “food” are two key passions that connect them. The Mastercard Collection gives eligible cardholders worldwide access to over 400 rewarding and premium restaurants in 10 countries across the region, with real-time seating availability and reservations via a single digital platform.
This covers Michelin-starred restaurants in Thailand such as Chef's Table by Lebua, Chim by Siam Wisdom, and Elements, Inspired by Ciel Bleu, as well as culinary destinations in Singapore, Japan, Hong Kong, and other countries.
Focusing on “global connectivity,” the benefits are not limited to a single country but can be used globally, allowing consumers to use the same platform to book restaurants in Bangkok, Tokyo, Sydney, or Singapore, providing a seamless and consistent experience that perfectly combines “access, curation, and convenience.”
Because for modern consumers, value isn't just in the food itself, but also in the entire "experience," from searching to booking. Especially for high-demand restaurants, having convenient and reliable access channels makes a significant difference.
In addition, World Legend and World Elite Mastercard holders receive extra privileges in select countries, such as complimentary dining or wine credits, enhancing their experience even further.
The Future of Restaurants from The Mastercard Collection's Perspective:
In the future, dining out in the Asia Pacific region will become increasingly personalized, intimate, and experience-driven. Consumers will prioritize restaurants that reflect their individuality and interests, in terms of location, chef, connection to local ingredients, or culture. In Thailand, this trend is evident in the popularity of restaurants that reinterpret traditional flavors in contemporary and creative ways.
While travel is a part of lifestyle, consumers are just as interested in dining experiences abroad as they are domestically. Therefore, "accessibility" and "selection" are crucial, because premium isn't about having many options, but about easily accessing the best.
The Mastercard Collection serves as a platform connecting merchants, enabling consumers in Thailand and around the world to discover, access, and indulge in meaningful dining experiences no matter where they are.
