GLO Exclusives – GLO Loyalty Predictions 2026 Series: Ben Lipsey, Air France-KLM • Shailesh Kumar Singh, Air India • Guillermo Pucciano, SKY • Kristi Gole, GHA • GLO Editorial. The Battle Over Card Fees & Future of Loyalty Rewards • Deloitte Consumer Loyalty Program Survey • Emirates • Wizz Air • Delta • SAS • Allegiant • Accor • Marriott • Royal Caribbean • Google • Eagle Eye • Tulip • Rakuten • Loyalty reports • Loyalty Careers & Jobs
GLOGLO Featured:
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GLO Global Loyalty Predictions 2026: Kristi Gole, EVP Strategy, Global Hotel Alliance 2025 was a year of continued loyalty growth, expanding partnerships, and rising complexity. Looking ahead to 2026, simplification, system integration, and sustained technology investment emerge as critical priorities. The central insight is that loyalty is evolving beyond a standalone programme to become an integral part of the customer experience—embedded across the journey, enabled by data, and focused on delivering meaningful, personalised recognition.
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GLO Global Loyalty Predictions 2026: Guillermo Pucciano, Head of Loyalty, SKY In his predictions, Guillermo highlights contextualisation as the defining loyalty shift of 2025, alongside the launch of the Platinum top tier. For 2026, he points to collaboration, ecosystem thinking, and banking partnerships as key opportunities, while cost pressure and efficiency remain central challenges. As data volumes grow, success will depend on delivering sharper, more contextual and personalised loyalty experiences.
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GLO Global Loyalty Predictions 2026: Shailesh Kumar Singh, Air India Loyalty is rapidly evolving from a marketing construct into a core commercial growth engine. Stronger revenue KPIs, programme expansion and lifestyle partnerships defined 2025, supported by increased investment in technology and member experience. In 2026, momentum accelerates around agentic AI, real-time rewards, system integration, and partnership-led revenue—setting new benchmarks for loyalty performance and long-term value creation.
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GLO Global Loyalty Predictions 2026: Ben Lipsey, Flying Blue, Air France-KLM Ben Lipsey of Flying Blue (Air France–KLM) outlines how loyalty is shifting decisively toward a revenue-led, commercially disciplined model. He highlights growing tensions around dynamic inventory, the need to protect elite value, and the rising strategic role of AI. Looking ahead, Lipsey positions AI as the defining force in loyalty—reshaping booking, personalisation and distribution, while turning loyalty into a critical tool for margin protection and customer ownership.
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Donald Trump’s push to limit credit card fees, including support for APR caps and changes to transaction routing, could significantly reshape the card industry. Issuers may tighten lending, raise annual fees, and reduce rewards—especially on mass-market cards—while protecting premium customers. Loyalty programs may become more targeted, with fewer points, stricter earning rules, and greater reliance on partner funding to sustain benefits. (Image: Shuttershock)
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Deloitte Consumer Loyalty Program Survey: Reshaping loyalty programs in an era of value-seeking As consumers seek more value for the price paid, loyalty programs could prove to be the differentiator. How can brands transform these programs to deepen customer engagement?
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Airlines, Alliances & Airports:
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Wizz Class: Low-Cost Flying Gets a Privacy Upgrade Wizz Air has launched Wizz Class, a new travel option for passengers who want more privacy and comfort without paying business-class prices. The service offers extra personal space by keeping an adjacent seat empty, along with priority boarding, a carry-on allowance, and light refreshments—delivering a premium-lite experience that stays true to low-fare travel.
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Manila’s Ninoy Aquino International Airport has begun rolling out biometric immigration eGates as part of a major modernisation programme. Using facial recognition and automated document checks, the system aims to cut queue times, strengthen border security, and improve the passenger experience, with further installations planned as terminal upgrades continue. (Image: New NAIA Infra Corp)
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PKFARE and Citilink, Indonesia’s Leading Low-Cost Carrier,Team Up to Expand Global Reach PKFARE has partnered with Citilink to broaden the airline’s global distribution. Through a direct connection, over 2,000 travel sellers gain full access to Citilink’s fares and ancillaries, supporting the carrier’s expansion as inbound tourism to Indonesia continues to rebound strongly across APAC and Europe.
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Emirates serves up a winning partnership with world no. 1 tennis player Aryna Sabalenka Sabalenka reveals first tennis inspired Grand Slam tennis livery on A380. (Image: Emirates)
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Delta Air Lines Announces December Quarter and Full Year 2025 Financial Results Delta continues to lead the industry in customer experience and loyalty, earning top recognition across business travel, premium cabins, lounges and digital innovation. In 2025, the airline expanded fast, free Wi-Fi across its fleet, enhanced premium ground and onboard experiences, and deepened SkyMiles engagement through partnerships and AI-powered personalisation. These initiatives reinforce Delta’s position as the most trusted U.S. airline and a benchmark for premium, seamless travel.
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SAS named “European Airline of the Year 2026” SAS has been named “European Airline of the Year 2026” at the Grand Travel Awards. The award is regarded as one of the most prestigious recognitions in the Norwegian travel industry and is based on votes from employees in travel agencies and other travel trade professionals. The Grand Travel Awards has been held annually since 1995, and winners are chosen by the industry itself.
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The combination will create a leading leisure-focused U.S. airline, expanding service to more popular vacation destinations across the United States, as well as international destinations, and providing more people with access to affordable, convenient air travel.
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Hotels & Hospitality:
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Accor Named ‘World’s Leading Climate Action Initiative’ Accor has been named World’s Leading Climate Action Initiative at the World Sustainable Travel & Hospitality Awards for its Achieving Net Zero Together programme, which focuses on cutting supply-chain emissions through collaboration, science-based targets, and collective action across the hospitality sector.(Image: Accor)
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Turning Stays into Experiences: Palladium and BookinGuru Pilot in Ibiza BookinGuru and Palladium Hotel Group have launched a pilot at Palladium’s Ibiza properties to elevate the guest experience. The platform lets guests book curated local experiences and transport services within one branded ecosystem, enhancing personalisation, reducing friction, and helping hotels unlock new ancillary revenue while delivering more seamless, experience led stays.
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ALL Accor+ Voyager Subscription: a New Era of Travel Value From 15 January, ALL Accor+ Voyager unlocks guaranteed 15% off every stay, all year round across 30+ hotel brands worldwide. Members also receive 20 Status Nights to fast-track loyalty benefits and guaranteed room availability up to 2 days before arrival*—making every city break, resort escape, or business trip more rewarding. (Image: Accor)
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Ireckonu Accelerates Luxury Growth with Expanded Hotel Portfolio Hospitality technology specialist Ireckonu has strengthened its position in the luxury segment, adding leading hotel groups including Aman and Dorchester Collection to its global portfolio. The expansion reflects rising demand for unified guest data and middleware solutions that help premium hotels better engage high-value travellers and drive personalised experiences.
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Danville Hotel Collection Selects Mews to Power Growth and Guest Experience Danville Hotel Collection has chosen Mews as its property management platform to support its growing portfolio of boutique hotels. The unified system will streamline operations, reduce manual work, and enhance guest engagement across properties—helping future-proof the Collection as it expands and prepares for new openings.
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Al Qimmah Hospitality and Marriott International have signed five new hotel projects in Jeddah, Makkah and Madinah, adding more than 2,700 rooms under JW Marriott, Four Points by Sheraton, Element, and the Kingdom’s first Four Points Flex by Sheraton. The agreement supports Saudi Arabia’s growing tourism demand and expanding hospitality sector. (Image: Marriott)
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The deal unites the world of cricket with the world of memorable travel stays and experiences, giving Marriott Bonvoy’s 260 million members the opportunity to embrace the excitement of the game across continents and showcases Marriott Bonvoy’s extensive offerings to cricket’s passionate global fan base.
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Cruises:
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Royal Caribbean Group Introduces ‘Points Choice’ Launching in January 2026, Points Choice seamlessly connects the Royal Caribbean Group loyalty programs including Royal Caribbean’s Crown & Anchor Society, Celebrity Cruises’ Captain’s Club, and Silversea’s Venetian Society. A guest sailing with one brand can now apply their earned points to any of the three programs – continuing to build status where they prefer or accelerating their status in a program they’re curious to explore.
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Retail, E-commerce, F&B, Healthcare:
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JD Sports Taps into AI to Do the Selling JD Sports is launching into agentic commerce, allowing customers to discover and buy products directly through AI platforms without visiting its website. Starting in the US, the move connects AI assistants to JD’s inventory, pricing and payments, signalling a shift toward conversational, frictionless shopping. (Image: JD Sports)
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Personalisation Touch Pays Off: The Perfume Shop’s Festive Sales Surge The Perfume Shop reported strong festive sales growth, driven by high demand for fragrance gift sets and personalisation services such as engraving and bespoke wrapping. The results highlight how thoughtful gifting and customised experiences can boost customer spend, strengthen emotional connections, and support long-term loyalty in a competitive retail market. (Image The Perfume Shop)
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Saks Fifth Avenue’s parent company filed for Chapter 11 bankruptcy in January 2026 to restructure debt while keeping stores open. Operations and loyalty programs continue for now, including rewards, credit card benefits, and gift cards. However, programs could change over time as restructuring unfolds, and customers are advised to use the benefits sooner rather than later.
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Ikea Launches Virtual Products on Roblox: A New Digital Home-Design Experience “Welcome to Bloxburg” IKEA has launched a pilot on Roblox’s Welcome to Bloxburg, letting players use virtual versions of select IKEA products while designing digital homes. Running in Sweden and Australia, the test explores customer engagement and how IKEA products translate into interactive digital spaces, with learnings set to inform future digital initiatives. (Image: Ingka Group)
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Papa Johns and Google Cloud Reimagine the Future of Food Ordering to Better Serve Customers Papa Johns is positioning agentic AI at the centre of its digital transformation, becoming the first launch partner for Google Cloud’s new Food Ordering agent. Powered by Gemini Enterprise, the solution unifies voice and text ordering across apps, web, phone, kiosks and in-car systems. The move sets a new benchmark for autonomous, real-time, omnichannel customer experiences in QSR.
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Honeywell Unveils AI-Enabled Technology to Personalize In-store Shopping with Google Cloud Honeywell announces the launch of an AI-enabled retail solution developed in collaboration with Google Cloud and 66degrees that leverages Google’s Gemini and Google Cloud’s Vertex AI platform to transform the in-store shopping experience for retailers worldwide. The Smart Shopping Platform helps shoppers easily locate desired products, compare similar items and quickly find relevant substitutions when products are unavailable, making in-store shopping more efficient and enjoyable.
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Unlike traditional retail apps or loyalty programs, the PS Community Hub integrates social connection, creator monetization, and co-creation opportunities, empowering users to shape the next generation of youth culture and style alongside Pacsun. The brand launched the app the first week of January 2026.
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Transport, Fuel Retail & Mobility:
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S&P Global Mobility 2025 Loyalty Awards Reveal Divergent Paths to Customer Retention General Motors received the ‘Overall Loyalty to Manufacturer’ award for the 11th year in a row. Tesla was the recipient of the ‘Overall Loyalty to Make’ award for the fourth consecutive year.
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Payments, Finance, Property & Insurance:
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OpenAssets Launches as Pointsville Parent Brand to Build the Open Standard for Assets OpenAssets builds on the proven experience and infrastructure from the team behind Pointsville’s tokenization and loyalty products, delivering secure digital value systems at scale designed for institutional and sovereign use. As global demand for real-word asset tokenization accelerates, OpenAssets aims to provide the foundation for enduring adoption.
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Synchrony Accelerates Growth by Expanding CareCredit® Financing to Health and Wellness Providers “Fully integrating CareCredit into Clover devices provides a powerful operational advantage, enabling providers and small businesses to optimize their payment ecosystems, drive deeper customer loyalty, and significantly enhance enterprise growth,” said Beto Casellas, Executive Vice President and Chief Executive Officer of Health & Wellness at Synchrony.
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Loyalty Technology, Solutions & Consulting:
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The 2026 Trends Predictions Report shows that restaurants and convenience stores are shifting from transactions to relationships. Success is driven by personalization, experience, and trust rather than price. AI powered loyalty, subscriptions, and omnichannel engagement are now essential. Brands that use data to create relevant, seamless, and emotionally engaging experiences will win customer loyalty and long term growth in 2026 and beyond.
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Parloa Valued at $3 Billion with $350M Series D to Lead Agentic AI for Customer Experience The company will use the funds to continue its global expansion focused on the U.S. and Europe, enhance its AI Agent Management Platform (AMP) with further industry-defining functionality, and launch the Parloa Promise, a commitment to preeminent agent reliability, relentless innovation, and human-centric responsible AI.
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Streamlining workflows, the integration means that enterprises can now send timely, relevant messages and automate interactions with a blend of live agents and agentic AI.
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Wildfire’s 2025 announcements highlight a strategic push into commerce-led loyalty and AI-enabled rewards. The Wildfire Commerce Network enables advertisers to reach multiple audiences across financial services and shopping platforms via a single buy, while BLAM helps issuers drive card benefit adoption and high-value cross-sell. In parallel, AI-assisted purchases via platforms such as ChatGPT and Gemini now earn student rewards through Bold, linking AI commerce to financial wellness.
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Xoxoday Raises Series-C to Accelerate Global Expansion Xoxoday has raised a Series C round backed by existing investors Apis Partners and 57 Stars, marking a major milestone in its global expansion. Following strong growth in 2024–25, Xoxoday has strengthened its position as a full-stack rewards, incentives and loyalty platform, serving 5,000+ enterprises and 60m users worldwide. The company plans multi-fold growth, selective acquisitions and a potential IPO in 2027–28.
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Rakuten Advertising Unveils Innovation Labs to Accelerate AI Innovation in Affiliate Marketing Now available in Rakuten Advertising’s Insights & Analytics portal, Innovation Labs provides advertisers and publishers with a space to explore and collaborate on future-forward AI capabilities for advancing their businesses.
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Eagle Eye Launches Personalized Promotions New AI-powered, one-to-one promotional solution delivers custom, individualized offers at scale with real-time execution.
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Outreach Plus is a new solution built specifically to put the power of personalized customer engagement into the hands of product experts, store managers, and store associates. It enables store-led, localized communications at scale, a critical capability that corporate-led marketing campaigns often miss.
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Celerant Unveils Customer Engagement Suite as a Central Marketing Hub at NRF 2026 As retailers face increasing pressure to personalize marketing, drive loyalty, and measure ROI across every channel, Celerant’s Customer Engagement Suite brings all customer touchpoints together inside a single, centralized retail database.
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“With Gemini Enterprise for Customer Experience, we are combining the best of Google Cloud’s AI and infrastructure with a business’s own institutional intelligence to power a truly agentic commerce journey,” said Darshan Kantak, Vice President, Applied AI, Google Cloud. “By bridging the gap between sales and service, businesses can deliver premium, personalized experiences from initial discovery to post-purchase support—driving the customer delight that scales long-term loyalty and value.”
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Reports, Research, Insights & Opinions:
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The HBX Group Travel Trends Report 2026 shows travel shifting toward bold, experience-led journeys. Travellers seek authenticity, creativity, play, and cultural immersion, with social media and AI shaping discovery and booking. Hotels, journeys, and destinations are becoming experiences in their own right, as travel is increasingly seen as an investment in meaning, memories, and personal fulfilment rather than simple escape.
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ChangeUp Releases New Book,The Brand Vortex, by Co-Founder Bill Chidley In The Brand Vortex, Chidley challenges traditional branding models built on messaging, positioning, and rational decision-making. Drawing from behavioral science, psychology, and decades of real-world practice, he presents a new way to think about brand as a dynamic system of forces that shape how people perceive, decide, and act, often before they are consciously aware of it.
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Jobs & Careers:
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Credit Genie is hiring: Senior Product Manager – Loyalty & Retention (USA) Location: New York, NY, USA. Click inside to apply.
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Merkle is hiring: Senior Manager, Promotions and Loyalty Strategy (USA) Location: New York, United States.Click inside to apply.
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Rakuten is hiring: VP, Loyalty & Retention Marketing (USA) Location: San Mateo, CA, USA. Click inside to apply.
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Mastercard is hiring: Senior Specialist, Programme Management ( Cardholder loyalty products ) (UK) Location: London, United Kingdom. Click inside to apply.
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Tesco is hiring: Customer Journey Manager- Rewards (UK) Location: Welwyn Garden City, England, United Kingdom. Click inside to apply.
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Location: Burgess Hill, England, United Kingdom. Click inside to apply.
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Heartwood Collection is hiring: CRM & Loyalty Manager Location: Teddington, England, United Kingdom. Click inside to apply.
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