In 2024, loyalty programs in Brazil saw 920.6 billion points and miles issued (a 16.5% rise) and 332.2 million user accounts (up 6.3%). Most redemptions—over 76%—were for airline tickets, but retail redemptions are also climbing.
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GLOBrazil’s loyalty programs are booming, generating a record R$21.9 billion in revenue in 2024—up 17.6% from the previous year. This growth reflects a broader corporate strategy: deepen customer relationships by offering value through rewards, everyday savings, and personalized experiences.
In 2024, loyalty programs in Brazil saw 920.6 billion points and miles issued (a 16.5% rise) and 332.2 million user accounts (up 6.3%). Most redemptions—over 76%—were for airline tickets, but retail redemptions are also climbing.
According to ABEMF president Martin Holdschmidt, this growth is fueled not only by economic recovery but also by greater accessibility and user engagement with loyalty platforms.
Brands are evolving beyond traditional rewards. McDonald’s offered VIP access to high-profile events like Formula 1 and Lollapalooza for its 13 million members. Burger King, meanwhile, emphasizes inclusive loyalty, avoiding exclusivity tiers to retain consumer flexibility.
On average, Brazilians are enrolled in 10 to 15 programs simultaneously—across pharmacies, gas stations, supermarkets, and more—making loyalty programs part of everyday consumption.
Companies like Stix, Livelo, and TudoAzul are integrating AI and digital tools to personalize offers and improve customer engagement. Influencers and retail staff play key roles in driving signups and participation.
Financial services are also tapping into the trend. Mastercard’s Priceless.com now offers members unique cultural experiences and travel perks. Personalization, executives say, is key to building emotional connections and long-term loyalty.
Key Findings from ABEMF:
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Record Revenue:
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Loyalty programs affiliated with ABEMF generated R$21.9 billion in 2024 — a 17.6% increase from 2023.
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Surge in Points and Miles:
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920.6 billion points/miles were issued, up 16.5% year-over-year.
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803.5 billion points/miles were redeemed — a growth of 18.3%.
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Strong Consumer Engagement:
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332.2 million registrations in loyalty programs by end of 2024, a 6.3% increase compared to 2023.
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Participants completed 48.6 million transactions throughout the year.
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Lower Point Expiration Rates:
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The breakage rate (expired points) dropped to 13%, down one percentage point from 2023.
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Redemption Trends:
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76.5% of points were redeemed for airline tickets (most popular).
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23.5% went toward retail products and services, up from 17.8% in 2023 — a 5.7 percentage point increase, showing diversification in redemption options.
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Earning Sources:
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93.3% of points/miles were earned via retail, banking, and services, primarily through credit/debit card purchases.
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Only 6.7% came from travel-related spending.
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Source: ABEMF
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