63% of UK loyalty scheme members prefer instant rewards over traditional long‑term ones, a clear sign that travellers expect to feel valued the moment they book, not months or years later.
63% of UK loyalty scheme members prefer instant rewards over traditional long‑term ones, a clear sign that travellers expect to feel valued the moment they book, not months or years later. This shift toward immediacy is redefining how loyalty is earned, delivered and judged.
At the same time, travellers are rethinking how loyalty fits into their everyday life, and they increasingly want to redeem points in non‑travel categories, such as fashion and everyday essentials. Lifestyle-focused loyalty schemes can offer travellers greater flexibility and relevance that extends far beyond the trip itself.
The biggest opportunities ahead are the rise of new payment models, such as bill-splitting, which can make group travel easier to organise. Integrating bill-splitting features in the travel booking process can remove friction, particularly for travellers under 35 who look for flexible payment options.
The development of agentic AI technology to recommend and book trips may shift loyalty away from travel brands to AI assistants. In the future, these systems will compare value and evaluate point worth, placing loyalty schemes under far greater competitive pressure. To stay visible, brands must ensure their offers, benefits and value propositions are clear for AI systems to easily read and interpret.
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