The Loyalty Summit in London (4-6 June) revealed just how far loyalty strategy has evolved – and how fast it must continue to. A clear industry pivot stood out: it’s about delivering relevant, real-time value to all members, powered by technology and embedded across the business. Relevance and hyper-personalisation have become the baseline. AI, gamification and interoperability help brands to move beyond transactional programmes to create connected, data-led ecosystems designed to engage, not just reward. This shift reframes loyalty as a strategic growth engine, not a marketing afterthought.
Multi-partner models and early signs of loyalty superapps are gaining ground, blending rewards, payments, content and services into one seamless experience. Delivering instant, personalised value at scale remains the biggest challenge. But the direction is set, and standing still is no longer an option.
Rewriting the rules: Moving loyalty beyond legacy thinking
It became evident that many travel loyalty programmes still centre on elite rewards, neglecting everyday value for the wider customer base. Infrequent users, known as “butterflies”, are few yet wield tremendous influence. They sustain the ecosystem, redeem thoughtfully and come back only when brands offer authentic, relevant value. Despite their importance, many companies continue to overlook this critical segment.
Most loyalty programmes remain rigid and transactional. But loyalty is finally earning board-level attention, shifting from a marketing tactic to a strategic engine of engagement and profit.
The core challenge lies in building engagement mechanics and motivational triggers that evolve, while overhauling legacy systems to enable gamification and personalisation across all channels.
Success hinges on defining the right attributes and KPIs. With real-time rewards now expected, real-time data analysis is essential – yet this remains a stumbling block for most organisations.
Nearly half (49%) of global experts say technology is reshaping loyalty programmes by enabling advanced segmentation and more precise marketing rooted in detailed customer behaviour
Source: Euromonitor Voice of the Industry: Digital Survey, fielded May 2025
Airline loyalty: Strategies that deliver
In 2025, average airline loyalty spend is expected to surpass USD1,000 in key markets (eg US, UAE) fuelled by strong customer engagement, frequent premium travel and widespread adoption of co-branded credit cards, according to the Euromonitor Loyalty Value Contribution Dashboard.
- Reflecting this trend, airlines like United are expanding loyalty beyond traditional travel rewards by offering curated content that enhances the journey without feeling like ads. Strategic partnerships with tourism boards and lifestyle brands drive incremental spend. Spotify streaming linked to loyalty rewards boosts onboard engagement. Through retail media, United integrates content, advertising and loyalty to grow share of wallet beyond travel.
- Emirates is intensifying its focus on a lifestyle-driven loyalty proposition – emphasising POS rewards, retail earning and co-branded partnerships – while balancing the challenge of preserving exclusivity for premium-tier members. This approach is paying off, with results showing a 20% boost in platform engagement when lifestyle propositions are offered. This aligns with Euromonitor’s Loyalty Engagement Index results, where the carrier’s Q1 2025 score rose to 130, well above the industry benchmark of 100, driven by a high app rating and a significantly lower bounce rate.
- Lufthansa’s dynamic redemption model brings flexibility and structural change, sparking market debate. By instantly adjusting redemption levels based on ticket prices, it aims to widen access and attract infrequent fliers.
- Norwegian, in partnership with Strawberry and SPENN, has launched a multi-currency, multi-partner loyalty platform enabling seamless earn-and-redeem experiences across the Nordics. The recent addition of Reitan Retail expands the platform’s scale, boosting Norwegian’s commercial reach. Built on shared infrastructure and diverse partnerships, this agile ecosystem sets a new benchmark for loyalty innovation.
Connecting the dots: How strategic partnerships fuel loyalty ecosystems
Another major trend is the rise of loyalty ecosystems, built through strategic partnerships that reach beyond travel into retail, mobility, experiences and retail media. These interconnected networks boost relevance, accelerate onboarding and activation, and foster long-term engagement by integrating loyalty into members’ everyday lives.
Within these ecosystems, commission-based models paired with miles often deliver the most value for airlines, outperforming fixed-fee partnerships by aligning incentives and deepening engagement. While less applicable to affiliates, this approach works best when partners are well matched and able to deliver tangible member benefits, such as the Air France-KLM Flying Blue partnership with Uber, which is driving strong engagement and measurable commercial results.
Read our report, Transforming Loyalty Strategies through Start-ups and Fintech Innovation, for in-depth insights into emerging loyalty models and actionable go-to-market strategies powered by disruptive tech and partnerships.