The Global Loyalty Organisation (GLO), in collaboration with Deloitte Global, proudly announce the release of the Global Loyalty Leaders Report 2024, completed in December 2024, a pioneering study offering unique insights into the rapidly evolving loyalty in travel industries and its leading global players. This comprehensive benchmark analysis captures the state, trends, budgets, investment priorities and transformative opportunities in loyalty programs across the airline and hospitality.
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GLOFebruary 03, 2025. London: The Global Loyalty Organisation (GLO), in collaboration with Deloitte Global, proudly announce the release of the Global Loyalty Leaders Report 2024, a pioneering study offering unique insights into the rapidly evolving loyalty in travel industries and its leading global players. This comprehensive benchmark analysis captures the state, trends, budgets, investment priorities and transformative opportunities in loyalty programs across the airline and hospitality sectors.
The report is based on the survey of global Heads of Loyalty in airlines and hotels, conducted in October 2024 across key markets in the USA, Europe, the Middle East, and Asia. The report includes:
(1) evaluation of the current state of loyalty programmes (benchmarking loyalty programmes vs industry peers across benefits, features, profitability, KPIs, etc.);
(2) analysis of organisational integration & programme impact (alignment with broader corporate strategies and influence on C-level decision-making);
(3) discovery of key change drivers & investment priorities (feature upgrades, technology advancements, and primary drivers of future growth in loyalty programmes).
Key report findings include:
- A 22% annual increase in loyalty budgets in 2024, reflecting the growing importance of loyalty programs.
- 24% active membership level on average, with peak engagement at 40-49%.
- 54% higher spending on average of members vs. non-members.
- Most Valued Benefits include (1) class/room upgrades (85%), free flights or hotel stays (78%), and access to airport lounges and hotel amenities (55%).
- The Top 3 Programmes’ Priorities revealed are: (1) acquiring and retaining members (83%), (2) increasing programme contribution to overall company revenue (83%) and enhancing personalisation (78%).
- A clear focus on personalization and CRM upgrades, cited as primary investment areas for 2024.
- Each participating company received a unique set of data vs. global peers.
“The 2024 report is a must have desktop tool for Head of Loyalty programmes, CMOs and CX professionals as it provides an indispensable source of data for strategy, campaign and investment planning for coming years,” said Anastasia Levashova, Co-Founder and Executive Director of GLO. “This report empowers organizations with actionable insights, enabling them to stay competitive in a rapidly changing landscape.”
Ramya Murali, Principal at Deloitte Consulting LLP, highlighted the cutting-edge analytics embedded in the study: “This survey is not just a snapshot but a roadmap, guiding loyalty teams to align their programs with broader organizational goals while leveraging the latest data-driven strategies.”
Deloitte Consulting LLP’s Brendan Boerbaitz, Senior Manager, added: “The collaboration with GLO reflects Deloitte Global’s dedication to equipping loyalty professionals with compelling tools and strategies to help maximize program impact and revenue growth.”
Dilek Glenister, Co-Founder and Executive Director of GLO, stated, “The 2024 Global Loyalty Leaders Survey serves as part of GLO’s larger three-pillar research initiative, offering a holistic perspective through its Consumer Loyalty Survey and Global Loyalty Predictions Report. This comprehensive approach ensures that GLO member organisations are well-prepared for the future of loyalty in 2025 and beyond”.
The executive summary containing key findings is now available exclusively to GLO members, and Deloitte clients. Full report and individual benchmarked data are available exclusively to the participating companies. To join GLO and access the report, or to participate in upcoming surveys and research, visit www.globalloyalty.org.
About Global Loyalty Organisation:
The Global Loyalty Organisation (GLO) is a global professional network dedicated to advancing loyalty, rewards, and customer engagement strategies across industries. Through research, innovation, and collaboration, GLO empowers its members to create impactful loyalty programs that drive customer connection and organizational success. For media inquiries or further information, please contact: news@globalloyalty.org.
About Deloitte:
Deloitte is a leading global provider of audit, consulting, tax, and advisory services. With a strong focus on innovation, Deloitte helps organizations transform their loyalty programs into dynamic growth engines, delivering exceptional member experiences and business results.
Source: GLO
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