GLO and Deloitte present the 2024 Global Loyalty Leaders Report, a pioneering deep-dive study that captures the state of loyalty programmes in the airline and hospitality industries based on the survey of global heads of loyalty programs and CMOs of largest global and regional airlines and hotels. The report evaluates the current state of loyalty programmes by benchmarking their benefits, features, profitability, budgets, KPIs and other parameters critical to run a modern loyalty programme.
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GLO2024 Global Loyalty Leaders Report
Global Loyalty Organisation (GLO) and Deloitte present the 2024 Global Loyalty Leaders Report, a pioneering deep-dive programs study that captures the state of loyalty programmes in the airline and hospitality industries based on the survey of global heads of loyalty programs and CMOs of largest global and regional airlines and hotels. This report is a groundbreaking benchmark analysis, offering unique insights into trends, investment priorities, and transformative opportunities shaping loyalty strategies across key markets in the USA, Europe, the Middle East, and Asia.
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Source: GLO/Deloitte
The vision for the Report:
The report evaluates the current state of loyalty programmes by benchmarking their benefits, features, profitability, budgets, KPIs and other parameters critical to run a large modern loyalty programme. It provides insights into organisational integration, such as how loyalty programmes align with corporate strategies and their influence on C-level decision-making. Additionally, it identifies emerging trends and key investment priorities, offering a roadmap for loyalty teams to align their programmes with broader organisational goals. The report delivers 50+ pages of detailed KPIs and data invaluable to Heads of Loyalty and wider loyalty teams in their work to innovative and up-to-date loyalty benefits, features and investments.
- Full report and results are available to companies who participated in the survey and report. (Contact GLO to participate in 2025 Global Loyalty Leaders Survey)
- Executive summary (GLO member access only) with key data and findings is available to GLO members and Deloitte clients (Join GLO to become a member to receive access)
- Short overview of the report is in free access and can be accessed here (free access).
Source: GLO/Deloitte
Key Findings and Trends:
The report highlights several key findings that reflect the growing importance of loyalty programmes:
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Loyalty budgets increased by 22% in 2024, driven by a focus on personalisation, CRM upgrades, and enhanced benefits.
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Active membership engagement averaged 24%, with peak engagement reaching 40–49%.
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Loyalty members spend, on average, 54% more than non-members, showcasing the financial value of these programmes.
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The most valued benefits include class/room upgrades (85%), free flights or hotel stays (78%), and access to airport lounges and hotel amenities (55%).
Source: GLO/Deloitte
“The 2024 report is a must-have tool for heads of loyalty programmes, CMOs, and CX professionals. It empowers organisations with actionable insights, enabling them to stay competitive in a rapidly changing landscape,” noted Anastasia Levashova, Co-Founder and Executive Director of GLO.
Source: GLO/Deloitte
Airline and Hotel Loyalty: Comparative Insights
While providing a comprehensive global loyalty study, the report delivers individual data sets and trend analysis for airlines and hotels separately, that demonstrate distinct approaches to loyalty. Airline programmes tend to focus on member engagement and reward redemption, with active members spending up to 44% more. In contrast, hotel programmes excel in delivering more generous and experiential rewards, with free room upgrades and complimentary hotel stays among the most appreciated benefits.
Digital channels are the primary tools for member acquisition, reflecting the growing emphasis on technological innovation. The collaboration with GLO reflects Deloitte’s commitment to equipping loyalty professionals with data-driven tools and strategies to maximize program impact and revenue growth.
Strategic Challenges and Investment Focus
Key challenges identified include improving member data insights, enhancing personalisation, and addressing technology transformation. Investment priorities for 2024 reflect these challenges, with programmes focusing on personalisation (56%), member acquisition (44%), and CRM upgrades (39%).
Global Loyalty Organisation: 360-degree loyalty research
This survey is an indispensable resource for loyalty industry professionals, supporting strategic design, programme evaluation, and benchmarking to enable data-driven decision-making. By capturing key metrics such as profitability, benefits, features, and key performance indicators (KPIs), the survey provides a precise, reliable tool for loyalty teams to refine their programmes and drive future growth. In addition, the survey investigates the role and position of the loyalty teams within organisations and their influence on C-level decision-making, and gauges satisfaction levels with existing programme performance. These insights are specifically tailored to help elevate the strategic role of loyalty programmes within organisations, empowering loyalty teams with the data necessary to align their programmes with broader business objectives.
The survey is part of GLO’s three-pillar 360-degree loyalty reseach approach to the global loyalty ecosystem, analysing loyalty programme operators, global consumers and technology providers across three separate surveys:
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• Global Loyalty Leaders Survey (loyalty programmes) • Global Consumer Loyalty Survey (consumers) • Global Loyalty Predictions (wider industry & tech) |
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Source: GLO/Deloitte
Dilek Glenister, Co-Founder and Executive Director of GLO, emphasized, “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.”
Conclusion: A Roadmap for the Future
The 2024 Global Loyalty Leaders Report provides a comprehensive view of the loyalty landscape, equipping organisations with the tools needed to innovate and grow.
By leveraging the insights within, loyalty professionals can refine their strategies to foster deeper customer connections and achieve long-term success.
GLO invites loyalty operators to be part of the 2025 Global Loyalty Leaders Report and participate in comprehensive industry-wide surveys & research and receive personalised results, allowing you to benchmark your performance against industry peers. Please contact GLO @ https://globalloyalty.org/contact
To learn more or access report details, contact the Global Loyalty Organisation’s website at www.globalloyalty.org.
Source: GLO
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