GLO releases its annual Global Loyalty Predictions™ 2025: A Year in Review report, analysing forecasts from leading loyalty experts against the year’s biggest launches, strategic shifts, and defining events. Featuring year-end overviews by Mehdi Hemici (Accor), Kristi Gole (GHA), and Tony Piedade (GLO). The report offers an evidence-based, systematic analysis of 2025 and lays the foundation for understanding prevailing trends in global loyalty in 2026 and beyond. (Image: GLO)
GLO23 December 2025
Press release.
GLO releases its annual Global Loyalty Predictions™ 2025: A Year in Review report, analysing forecasts from leading loyalty experts against the year’s biggest launches, strategic shifts, and defining events. Featuring year-end overviews by Mehdi Hemici (Accor), Kristi Gole (GHA), and Tony Piedade (GLO). The report offers an evidence-based, systematic analysis of 2025 and lays the foundation for understanding prevailing trends in global loyalty in 2026 and beyond.
A report by Global Loyalty Organisation
Looking back at the last 12 months, it is clear that 2025 proved to be both an interesting and foundation-laying year for global loyalty. If 2023 was defined by “revenge travel and spend” in the post-COVID rebound, and 2024 by the initial, largely amateur discussions and excitement about AI and ML, then 2025 marked a more mature phase in loyalty.
While AI and hyper-personalisation dominated headlines throughout 2025 due to their novelty, a deeper, more consequential structural story was also underway. 2025 was the year when loyalty teams globally rolled up their sleeves and began developing, testing, and integrating AI initiatives into loyalty strategies, alongside clear business-building moves such as mergers, organisational restructurings, and the launch of digital & media platforms. Together, these efforts reflected a growing need to build competitive advantage in an increasingly uncertain economic environment. Beneath the surface, the ecosystem was shaped by heightened economic and consumer uncertainty, intensifying competition, and tightening profit margins. As a result, loyalty teams faced rising pressure to deliver profitability while sharpening value differentiation.
The Global Loyalty 2025: Year in Review report is structured around three distinct yet highly complementary sections:
- Global Loyalty Leaders’ Year-End Overviews: Three analytical and thought-provoking perspectives on airlines, hospitality, and partnerships from leading loyalty experts and GLO Board Members. Mehdi Hemici (Accor), Kristi Gole (Global Hotel Alliance), and Tony Piedade (GLO) each provide a senior-level view on the defining loyalty trends of 2025 and their implications for the industry.
- Global Loyalty PredictionsTM 2025: Cross-Check – A critical assessment of the loyalty predictions made by GLO experts in January 2025. This section examines key events that either validated or challenged those expectations.
- 2025 Key Global Loyalty Events Timeline: A month-by-month overview of the most significant global loyalty events across sectors, highlighting clear patterns and emerging trends that shaped the year.
Each section offers valuable, but distinctive, insights. Taken together, they provide a holistic and forward-looking analysis of what was anticipated, what unfolded, and what it means for the future of loyalty. This report closes the chapter on 2025 and lays a clear foundation for the opportunities and challenges that lie ahead in 2026.
We invite you to reflect on the key milestones of 2025, wish you the best in 2026, and look forward to future studies, debates, and discussions with you in 2026.
With warm regards,
Anastasia Levashova and Dilek Glenister.
Global Loyalty Organisation
Read Public Executive Summary.
Email news@globalloyalty.org to request access to the report and join GLO.
Source: GLO
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