Co-founders Dr. Anastasia Levashova and Dilek Glenister unveiled exclusive insights drawn from proprietary studies, with a sharp focus on how personalisation is becoming the most powerful lever in driving loyalty across the UAE and Saudi Arabia’s travel, hospitality, and airline sectors.
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GLODubai, April 2025 — Against the backdrop of rising consumer expectations and intensifying competition in the MENA travel and hospitality sectors, the Global Loyalty Organisation (GLO) took center stage at Arabian Travel Market (ATM) 2025 to present a forward-looking view on loyalty. Co-founders Dr. Anastasia Levashova and Dilek Glenister unveiled exclusive insights drawn from a proprietary studies across global markets—with a sharp focus on how personalisation is becoming the most powerful lever in driving loyalty across UAE and Saudi Arabia’s travel, hospitality, and airline sectors.
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Image: GLO
Loyalty in MENA: Expanding Programs, Rising Expectations
GLO’s latest data shows that consumers in Saudi Arabia are enrolled in an average of 13 loyalty programs, while their counterparts in the UAE maintain about 10—above global norms. But volume doesn’t equal value. Across both markets, the most desirable benefits now extend beyond transactional perks:
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UAE consumers prioritize discounts, early access, and tailored experiences.
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Saudi consumers value exclusivity, milestone rewards, and personal relevance.
This shift from transactional to experiential loyalty is rapidly influencing how brands design, fund, and measure their programs.
Personalisation: The New Growth Lever
According to GLO’s 2025 Loyalty Predictions Report, personalisation is now the second most strategic priority for loyalty programs globally—surpassed only by member acquisition and retention. For travel and hospitality leaders, this shift has clear implications: loyalty is no longer just about points; it’s about relevance, timing, and emotional connection.
GLO’s framework breaks personalisation into three dimensions:
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Identity: Building rich customer profiles with evolving preferences.
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Contactability: Using preferred channels—especially mobile apps and email—to trigger action.
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Traceability: Leveraging real-time behavioral data to optimise offers and user journeys.
Notably, 87% of UAE consumers say they are more likely to shop when offers are personalised—while 48% are willing to share their data without compensation if brands deliver value and transparency.
Business Case in Action: Personalisation Drives ROI
GLO highlighted real-world campaigns that deliver measurable impact:
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Delta Air Lines: Personalized post-trip emails led to increased conversion.
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Marriott Bonvoy: Targeted destination offers based on stay history increased booking frequency.
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Expedia One Key: Unified loyalty across brands to streamline customer journeys and boost retention.
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Hopper: AI-driven predictions drove personalized hotel and flight bookings.
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easyJet’s “Your Journey” campaign: 2x open rates, 25% higher click-through from personalised storytelling.
These examples underscore how personalisation boosts key metrics—open rates, click-throughs, engagement, and repeat revenue—with proven scalability.
Data as a Strategic Asset—and a Challenge
Despite the clear ROI, data remains the biggest barrier. Many programs suffer from misaligned value propositions, offering expected benefits rather than those that truly drive emotional loyalty. GLO emphasized that without a strong first-party data strategy, brands will struggle to unlock the full potential of AI-powered personalisation.
Takeaway: Loyalty Is Now a Business Growth Channel
GLO’s message to travel, retail, and hospitality executives was clear: loyalty is shifting from a marketing tactic to a business strategy. Brands that succeed will be those that treat loyalty not just as a retention tool, but as a data engine, customer experience layer, and long-term revenue driver.
For investors and B2B partners, the opportunity is significant. MENA markets are primed for growth, and companies that embed intelligent, data-informed loyalty frameworks stand to gain competitive edge, stronger CLV, and faster scalability.
Source: GLO
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