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2025 marked a decisive shift toward spend-based loyalty, moving from isolated airline models to an industry-wide standard. While structural, the change has triggered customer pushback and renewed focus on relevance. In 2026, opportunity lies in improving engagement through AI, stronger propositions, and more open partnerships. With healthier budgets and maturing coalitions, loyalty is set to become more embedded in everyday consumer life, beyond category and geography.
Source: GLO
