Loyalty Summit EMEA brought together over 40 top-tier speakers and loyalty leaders from aviation, retail, travel, finance, and technology. Themed "Loyalty Unlocked – Insights from the Journey So Far & Vision for Tomorrow," the summit showcased the accelerating transformation of loyalty programs from transactional engines into strategic drivers of personalization, engagement, and revenue.
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GLOHeld at the London Marriott Hotel Regents Park on June 4–5, 2025, the Loyalty Summit EMEA brought together over 40 top-tier speakers and loyalty leaders from aviation, retail, travel, finance, and technology. Themed “Loyalty Unlocked – Insights from the Journey So Far & Vision for Tomorrow,” the summit showcased the accelerating transformation of loyalty programs from transactional engines into strategic drivers of personalization, engagement, and revenue.
Five Key Loyalty Trends from the 2025 Summit:
1. AI & Hyper-Personalization at Scale
Across sessions like “Tech to Success in Loyalty Marketing” and “Profitability Unlocked: The Role of AI in Loyalty,” executives discussed how AI and data modeling are redefining program value through personalization and operational efficiency. Among the standout voices were Stephen Gilbert and Gary Chandler of Salesforce, who explored AI’s power to drive ROI through predictive personalization. James Curry from Emirates Skywardshighlighted member behavior modeling as a lever for engagement. Gerald Schlögl of Miles & More shared how Europe’s largest airline loyalty program is investing in smart segmentation, while Piotr Kozłowski of Comarchdiscussed modular AI toolkits built for next-gen loyalty ecosystems.
2. Commercial Loyalty: Ecosystems & Profit Centers
In the “Commercial Partnerships Reloaded” and “Kinective by United” sessions, a dynamic group of speakers demonstrated how loyalty has become integral to monetization. Jill Doyle of MileagePlus (United Airlines) discussed the expansion of retail media and branded content, while Delphine Barault of Flying Blue (Air France-KLM) outlined their pivot to subscription loyalty. Cecilie Nybø Carlsen from Norwegian emphasized traveler experience as a profit enabler, and May Haukedahl Wilson of Spenn introduced innovative co-branding and coalition strategies that are expanding customer lifetime value.
3. Integrated Loyalty Across Business Functions
Track 5, “Integrated Loyalty,” spotlighted how cross-functional collaboration is elevating loyalty beyond marketing. Aron Backström of SAS showcased CRM and loyalty platform synergy with dynamic pricing. Phoebe Chow from IHG illustrated loyalty’s influence on revenue management. Dominik Hess of Sun Express and Oliver Ross of KM Malta Airlines shared how digital innovation is bridging loyalty with core product development, while Peter Gerstle of Collinson addressed the importance of centralized travel experience strategies.
4. Loyalty Meets Everyday Life
In Track 3, “Social Loyalty,” panelists explored how loyalty is being woven into daily digital habits. Sven Lareida of Reeward Pay discussed micro-engagement and gamification. Kilian Thalhammer from Deutsche Bank elaborated on the fusion of loyalty and payments. Camilo Courtenay of Avolta emphasized loyalty’s role in travel retail content strategy, while Panajiotas Papas from Miles & More (SIRIUS) illustrated the success of their omnichannel member engagement campaigns.
5. Myth-Busting Loyalty Misconceptions
The widely praised “True or False?” session, led by Iain Pringle of New World Loyalty, challenged some of the loyalty industry’s most persistent myths. David Canty of Bilt Rewards tackled misconceptions around redemption economics. Nik Laming from Loyalty ConnectOS questioned outdated segmentation models, while Louise Marples of Points (a Plusgrade Company) and Alan Lias of Venturist Profitable Loyalty offered insights on long-term engagement vs. short-term points chasing.
Source: Loyalty Summit
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