As loyalty has confronted sharp redefinitions in the post-pandemic era, and the market becomes increasingly competitive, companies are now faced with a unique opportunity to redefine what loyalty really means.  

So, what does this next phase of loyalty look like? Is consolidation the answer to ensuring everyday value? How can companies optimise programme structure to deliver an exceptional customer experience whilst controlling programme costs?

Through insights from IAG Loyalty and interviews with leaders in the airline, hotel, and retail sectors, this report explores the following trends within this new loyalty landscape: 

- Building an emotional connection with customers can cut through choice overload, drive behavioural change, increase retention, and enhance growth and profitability. 
- Brands should also work toward simplifying the reward experience with a focus on flexibility, choice, and easy redemption through a shared loyalty currency. 
- Extending value across the customer journey can enhance both the quantity and the quality of loyalty touchpoints, offering daily opportunities for engagement through partnership strategies.