Malaysia's largest lender Maybank has launched the invite-only Diamanté Private Client programme, providing its jet-setting high net worth customers with glamorous perks like complimentary accommodation in luxury hotels.

The programme will be rolled out in Malaysia, Singapore, Indonesia and Brunei at first, Maybank’s main markets. It comes as the latest example of a wealth manager offering sweeteners with its services, in a bid to diversify in an ever more competitive landscape. 

“We created theMaybank Diamanté Private Client platform to extend a consistent suite of services to our high net-worth customers who travel frequently within the region. Since it is by invite only, it is a highly exclusive platform with specially-crafted lifestyle and travel-related privileges, which I am confident will excite our selected clients,” said Choong Wai Hong, head of HNW and affluent banking.

Members of the programme will be given the Maybank Diamanté Visa Infinite Card, with complimentary Starwood Privileges Membership which gives them luxury hotel deals.

As a welcome gift, two nights’ complimentary accommodation in top hotels such as Resorts World and the Shangri-La Hotel are extended to card members for their overseas travel.

Other sweeteners include exclusive chef dinners and priority invites to private sales events. Also avid golf players will be given the opportunity to golf in the Pro Am Tournament with celebrity golfers from the European and Asian Tours at the prestigious Maybank Malaysian Open in April.

In January US lender Citi signed a partnership with concierge Ten Group, available to all of its clients with an Ultima card. Meanwhile American Express and the leasing arm of Macquarie last month announced an initiative to allow cash-strapped entrepreneurs to finance large purchases like equipment and vehicles using their Amex card.