|This study intends to explore the relationships between the lifestyles of airline customers and their co-branded credit card usage and airline selection behavior. The results from a survey of a stratified cluster sample of 392 airline consumers show that the respondents are classified into three lifestyle clusters, namely, "innovative achievers", "frugal shoppers", and "brand-focused information seekers". The three clusters differ from each other in their airline co-branded credit card usage patterns, which, in turn, affect evaluations of the attributes of airline services. In addition, the three lifestyle groups differ in the evaluations of the attributes of airline services. These findings imply that the understanding of customers’lifestyle characteristics helps develop target-specific airline and credit card marketing strategies as well as their collaborated marketing activities.