In luxury, exceptional products may attract customers, but lasting loyalty depends on something far more personal. Hamad Hassani, Vice President, Centurion Business & Premium Servicing at American Express Middle East and Board Member of the World Luxury Chamber of Commerce, has spent over two decades understanding what affluent and ultra-high-net-worth customers value most. In this interview, he discusses the commercial value of premium relationships, the importance of trust and discretion, and why technology should strengthen rather than replace human connection.
World Luxury Chamber of Commerce: How do you see your role as a Board Member of the WLCC contributing to stronger connections across the global luxury community, and which industry priorities are you most interested in addressing through the organization?
Hamad Hassani: Throughout my career, I’ve had the privilege of working across financial services, hospitality, travel and lifestyle, building relationships with premium customers and leading industry partners. One important thing I’ve learned is that luxury is defined by the experiences we create and the relationships we build. I see WLCC as a valuable platform for collaboration, exchanging perspectives, and exploring how the luxury industry can continue to evolve. I believe there is a real opportunity to explore how we build more meaningful premium relationships, respond to evolving customer expectations, and use technology to enhance (not replace) the human connection that makes luxury experiences truly distinctive.
WLCC: Centurion serves customers whose expectations often extend far beyond traditional financial services. What do affluent and ultra-high-net-worth customers in the Middle East value most today when deciding which premium brands deserve their long-term loyalty?
HH: Since Centurion launched in the MENA region in 2008, I’ve witnessed several evolutions in what affluent and UHNW customers value. Many of our Centurion Members are global citizens who travel extensively for business and leisure. They expect seamless, personalized experiences and consistently high standards wherever they are in the world. That’s why personalization, exceptional service, and meaningful relationships are so important and define everything we do. Every Member builds a deep and meaningful relationship with their dedicated relationship manager, who is an expert in travel, lifestyle, and Card benefits, and who delivers flawless, efficient service in every interaction that feels personal and effortless. People may initially choose a brand for what it offers, but they remain loyal because of how that brand makes them feel.
WLCC: You have worked closely with leaders across luxury, hospitality, aviation, travel, and lifestyle. What can luxury brands learn from the financial services sector about delivering highly personalized experiences while maintaining discretion, consistency, and trust?
HH: One of the most important lessons from financial services is that great personalization must always be built on a foundation of trust. In premium financial services, relationships often develop over many years. Customers expect us to understand their individual preferences, anticipate their needs, and deliver consistently high standards, while respecting their privacy. At American Express Middle East, for example, our Centurion Members have dedicated relationship managers who develop a deep understanding of their preferences and help deliver personalized travel and lifestyle services and experiences.
I believe three principles are particularly relevant to luxury brands.
First, understand the individual beyond their purchasing behavior. Genuine personalization comes from understanding someone’s lifestyle, preferences, and what matters most to them. Second, deliver a consistent, connected experience across every interaction. Whether a customer engages digitally or directly with a colleague, they should feel recognized, understood, and supported, without having to start the relationship over with each interaction. Third, empower colleagues to use technology and customer insights responsibly, combining those capabilities with empathy and sound judgment. Technology can help us understand customers better, but it’s often the human touch that makes an experience truly memorable.
WLCC: You are passionate about the idea of “Premium Relationships” rather than simply premium products or services. What does that distinction mean in practice, and where do you see luxury businesses getting relationship-building right or wrong?
HH: There is a fundamental difference between delivering a premium product or service and building a premium relationship. A premium product or service is what an organization provides. A premium relationship is how the customer feels. For me, it is about making customers feel recognized, understood, remembered, and having their needs anticipated.
The brands that get this right recognize that building meaningful relationships takes time, consistency, and genuine human connection. More importantly, they make relationship building part of their organizational culture rather than treating it as an additional service feature. And there is a clear commercial dimension to this. Strong relationships build trust, trust creates loyalty, and loyalty drives growth.
WLCC: Strategic partnerships are an important part of premium customer propositions. What makes a partnership genuinely valuable to a Centurion customer, and how can luxury brands collaborate across sectors without making the experience feel transactional?
HH: The most successful partnerships begin with a simple question: What meaningful difference will this make to the customer’s life? Partnerships allow us to create distinctive experiences by connecting our Members with leading brands, artists, creators, and tastemakers across the world, opening new perspectives on the passions and interests they care about most. But value isn’t necessarily about offering more benefits or greater exclusivity. It’s about creating experiences that are relevant, personal, and effortless. I believe the strongest partnerships are built on shared values, complementary capabilities, and a commitment to understanding the customer.
WLCC: Looking ahead, what do you believe will have the greatest impact on premium financial services and the wider luxury industry, particularly as technology becomes more sophisticated while clients continue to expect personal recognition and human relationships?
HH: Technology will continue to play a defining role in shaping the future of premium customer experience, particularly as expectations around personalization, speed and recognition continue to evolve. I believe the greatest opportunity lies in using technology to deepen our understanding of customers, anticipate their preferences, and create experiences that feel increasingly intuitive, seamless and personal.
However, technology should not replace the human relationships that are at the heart of premium service. Its real value lies in empowering people with better insights, greater efficiency, and the ability to focus on what matters most to the customer.
Ultimately, the future will belong to brands that successfully pair great technology with genuine human care.
Connect with Hamad Hassani on LinkedIn to follow his perspectives on premium customer relationships, luxury partnerships, and customer experience. Learn more about American Express Middle East and its premium services at www.americanexpress.ae
WLCC regularly features conversations with global luxury leaders. Join our community to receive new interviews, insights, and perspectives every week: https://worldluxurychamber.com/wlcc-com
