The report explores how brands are reshaping loyalty into a strategic growth lever. By embedding choice-based rewards, wellness incentive and immersive micro-content into customer experiences, companies convert attention into meaningful engagement, drive repeat behaviour and unlock long-term value across diverse markets.
Delivery
This report comes in PPT.
Key Findings
Moving from fragmented programmes to seamless loyalty agent orchestration
AI-powered loyalty agents simplify complex programmes for consumers by delivering the right perks at the right moment, automatically applying rewards and managing redemption, bookings and real-time agent negotiation. This transforms loyalty from a static set of perks into a dynamic, decision-influencing experience that actively shapes customer behaviour.
Wellness becomes the new currency driving engagement
Wellness’s broad scope and rising importance make it adaptable to any brand narrative, enabling programmes to embed naturally. By guiding members on their personal wellness journey and turning progress into recognition and milestones into rewards, brands create an achievement loop that makes loyalty part of their members’ lifestyle and hard to opt out.
The power of choice in loyalty
By giving members control over how they redeem rewards, choice-based programmes make loyalty personal, meaningful and compelling - turning sporadic engagement into lasting, habitual commitment.
Turning attention into loyalty in the age of short-form entertainment
Micro dramas are emerging as a powerful tool in loyalty ecosystems, leveraging short-form, entertainment-driven storytelling to capture fragmented attention and deepen emotional engagement. By integrating interactive rewards, brands are moving beyond transactional loyalty towards attention-based models designed for younger generations accustomed to constant interaction and immediacy.
Loyalty for affluent audiences
Loyalty programmes are defying convention by intensively targeting high-net-worth consumers, leveraging exclusivity, personalised rewards and bespoke experiences to cultivate engagement where scale was never the priority, positioning this segment into a strategic lever against waning spend in broader mass-market segments.
Our expert’s view of Loyalty in 2026
Top five trends uncovered
Key facts to share
Top five trends in Loyalty
From business-centric to member-first: Loyalty agents as the new interface
In an agent-first world, loyalty turns efficiency into connection
A new battleground: Consumer and brand loyalty agents negotiating in real time
Expedia’s partnership with Perplexity turns conversations into loyalty journeys
Sparky brings exclusive benefits to Walmart’s new customer touchpoint
Opportunities to strengthen emotional bonds beyond agent automation
Wellness redefines loyalty and sets stage for lifestyle-driven engagement
Wellness shifts financial ROI to emotional ROI
A shared, personalised journey to wellbeing
Turning wellness priorities into an ecosystem of loyalty touchpoints
Vitality subscription programme builds better habits with AI-powered loyalty
Opportunity to turn rewards into lifestyle - hard to leave, easy to love
Reimagining rewards redemption as “consumer sovereignty”
Flexible redemptions emerge as a value recalibration
The need for “guided choice” - implications for companies
Alaska Airlines: Choice as a value multiplier and behavioural activator
Cross-border loyalty: How UOB redefined redemption utility
Customer-centric evolution: The only way forward
Short-form video and livestreaming demand new approaches to loyalty
Fun first, loyalty follows: Olive Young’s Gen Z playbook
Attention economy in motion: From views to value to loyalty
Loyalty in a blink: The power of six seconds in micro dramas
Taobao Live ( DianTao ) micro dramas: Earn while you watch
NiceDrama: Turning screen time into PayPal rewards
Japan’s Tokyu x Ponta Points: Micro drama unlocks new loyalty activation pathway
From attention to engagement: Driving loyalty in the attention economy
Leveraging the luxury segment to reposition loyalty strategy
Asia: Frontier of the affluent
Winning the high-net-worth loyalty stakes: Banks take the lead
Kotak Solitaire: High activation equates to high returns
Explora Club: Tapping into the premium travel segment
High-net-worth consumers demand a different loyalty playbook
Future implications
Opportunities for growth
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