The way travellers think about loyalty is changing fast. The promise of “one day” upgrades and faraway redemptions no longer feels enough to keep people engaged. Today’s travellers — especially younger ones — expect recognition now, in moments that fit seamlessly into their everyday lives.
For decades, loyalty in travel was defined by delayed gratification. You flew, you earned, and eventually, you redeemed. That model built the industry’s most iconic programs, but it also built a kind of distance. The average traveller now belongs to more than fifteen loyalty programs, yet engages actively with fewer than half. In a world of constant choice and shrinking attention spans, delayed rewards have lost their shine.
Small moments, big impact
Research from Deloitte and McKinsey shows that travellers value recognition and relevance as much as financial incentives. Emotional connection has become the real driver of loyalty. It starts with small gestures: a surprise upgrade, a birthday message, or a micro-reward that makes someone smile in the middle of their journey.
Airlines like Qantas and Lufthansa have started to explore this space through micro-redemptions, allowing members to use just a few hundred points for contextual, meaningful rewards like sending a postcard or accessing an airport lounge. These gestures don’t just offer value; they create a sense of belonging. When a traveller feels seen and appreciated between the big milestones, loyalty moves from transactional to emotional.
The rise of everyday relevance
Loyalty is also expanding beyond the airport or hotel. Programs are becoming lifestyle companions, integrated into shopping, dining, and digital payments. Members can now earn miles for groceries, fuel, or even streaming services, and redeem them for experiences that fit their lives. This shift toward everyday relevance keeps programs top of mind and transforms loyalty from a brand add-on into a daily habit.
As Deloitte points out, the most successful programs will be those that “extend the relationship beyond the core product.” It’s no longer about rewarding a flight; it’s about rewarding a life that includes travel.
Emirates Skywards Everyday: Daily Purchases into Loyalty Moments
Emirates redefined what loyalty means between flights. Through Skywards Everyday, members earn and redeem miles on everyday purchases, from a morning coffee to a fuel stop on the way to work.
This simple shift keeps the program alive in moments when travel isn’t top of mind. Instead of waiting months to see value, members experience loyalty daily, building a sense of constant reward and connection. By embedding itself into routine actions, Emirates turns everyday transactions into emotional touchpoints. This is a proof that small, contextual rewards can drive big engagement.
Accor Live Limitless: Experiences Beyond the Stay
Accor’s ALL – Live Limitless program turns loyalty into a lifestyle. Members don’t just earn points for hotel stays; they redeem them for concerts, sporting events, and culinary experiences.
This approach transforms loyalty from a reward system into a platform for shared passions. Whether it’s cheering for Paris Saint-Germain or dining at a Michelin-starred pop-up, members connect the brand with moments of joy. Accor shows that emotional loyalty thrives when experiences extend beyond the hotel, strong examples of when travel brands become part of the stories people love to tell.
What this means for the future
The future of travel loyalty won’t be decided by who offers the biggest rewards, but by who creates the most meaningful ones. Members will remember the programs that surprise them, that recognise their milestones, and that connect the digital with the tangible. The screen with the story.
Emotional moments are now the true currency of loyalty. And as travel brands compete for attention in an always-on world, it’s these everyday moments — small, personal, and real — that will keep travellers coming back.
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