The Global Loyalty Predictions 2024 report highlights transformative trends in the loyalty industry, including AI-driven personalization, sustainability integration, and gamification, as shared by 26 global experts. These insights offer a roadmap for businesses to deepen customer engagement and build innovative, value-driven loyalty programs.
GLOAs loyalty programs continue to evolve in 2024, the GLO inteviewed 26 leading global loaylty experts and presents Global Loyalty Predictions 2024 report.
Read full report here.
The report highlights pivotal trends shaping the industry. Key themes include technological advancements, customer personalization, emotional loyalty, and sustainability.
The loyalty industry is evolving rapidly, driven by technology, personalization, and sustainability. The Global Loyalty Predictions 2024 report, published by the Global Loyalty Organisation, compiles insights from 26 industry leaders. These experts discuss trends, challenges, and opportunities shaping the future of loyalty programs. Below are key predictions and expert contributors.
Key Trends in Loyalty for 2024:
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AI and Personalization
Advanced AI and data analytics will redefine loyalty programs, enabling real-time, hyper-personalized customer experiences.- Experts: Nejib Ben-Khedher (Emirates Skywards), Shyam Shah (Loyalty Juggernaut), and Massimo Morin (AWS).
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Emotional Loyalty and Community Building
Programs will foster deeper connections through emotional engagement and shared loyalty experiences.- Experts: Mehdi Hemici (Accor), Thomas O’Toole (Kellogg School of Management), and Kim Hardaker (h&co).
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Sustainability Integration
ESG-focused initiatives will align loyalty programs with customer values, driving green incentives.- Experts: Ben Lipsey (Flying Blue, Air France-KLM), Khalid El Bachraoui (Sia Partners), and Katarina Mescal-Pevzner (Mastercard).
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Gamification and Subscription Models
Gamification will enhance engagement, while subscription programs provide consistent value.- Experts: Bahadir Durak (Pegasus Airlines), Jeffrey Goh (Gulf Air Group), and Danielle Colla (Amadeus).
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Expansion of Ecosystems and Partnerships
Broader partnerships will create integrated customer experiences and diverse reward options.- Experts: Ramya Murali (Deloitte), Luigi Marandola (Visa), and Tony Piedade (Global Loyalty Organisation).
Contributors and Their Key Predictions
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Ben Lipsey – Head of Flying Blue, Air France-KLM
Prediction: Partnerships will drive revenue and sustainability through initiatives like sustainable aviation fuel (SAF). -
Mehdi Hemici – Chief Loyalty & E-Commerce Officer, Accor
Prediction: Emotional loyalty will deepen with curated experiences and shared loyalty among families. -
Jeffrey Goh – CEO, Gulf Air Group
Prediction: Non-flight redemption options will address capacity constraints and enhance engagement. -
Nuran Erdag Haberdar – Loyalty & Partnerships Lead, Turkish Airlines
Prediction: Programs will focus on tier-specific priceless experiences beyond traditional rewards. -
Kristi Gole – Head of Strategy, Global Hotel Alliance
Prediction: Re-engaging downgraded members with tailored benefits will open new opportunities. -
Mauro Oretti – COO, SkyTeam
Prediction: Seamless travel experiences will be prioritized, supported by digital innovation. -
Ali Bin Zayed – Head of EmCan Loyalty, Emarat
Prediction: Coalition partnerships will redefine the loyalty landscape, offering new value to members. -
Nejib Ben-Khedher – SVP, Emirates Skywards
Prediction: AI-powered platforms will enable scalable personalization and modernize outdated systems. -
Bahadir Durak – Head of Data Analytics & Loyalty, Pegasus Airlines
Prediction: Gamification and AI will enhance engagement and unlock new partnerships. -
Luigi Marandola – VP, Global Co-Brand Partnerships, Visa
Prediction: Gen Z’s demand for convenience and personalization will reshape co-brand strategies. -
Katarina Mescal-Pevzner – SVP, Mastercard
Prediction: Gamification will drive engagement by rewarding diverse customer interactions. -
Ramya Murali – Principal, Global Consumer Loyalty Offering, Deloitte
Prediction: Programs must adapt to the preferences of luxury consumers and Gen Z. -
Brendan Boerbaitz – Senior Manager, Deloitte
Prediction: Seamless customer experiences will increase satisfaction and engagement. -
Khalid El Bachraoui – Managing Director, Sia Partners
Prediction: Green incentives will align programs with sustainability goals. -
Ram Machiraju – Product Leader, Salesforce
Prediction: Expanding partnerships and ecosystems will drive member activity. -
Massimo Morin – Global Head of Travel, AWS
Prediction: AI will revolutionize customer care and loyalty operations. -
Shyam Shah – CEO, Loyalty Juggernaut
Prediction: Generative AI will redefine loyalty through dynamic, personalized engagement. -
Danielle Colla – Senior Manager, Amadeus
Prediction: AI will unlock instant personalization and engagement opportunities. -
Peter Kisbye – CEO, Loyal Solutions
Prediction: Transparency and meaningful value will rebuild consumer trust. -
Marcus Puffer – VP & Head of Loyalty Solutions, IBS
Prediction: Cloud-based systems will enable rapid program innovation. -
Thomas O’Toole – Associate Dean, Kellogg School of Management
Prediction: Loyalty programs will evolve into key tools for customer value growth. -
Philip Shelper – CEO, Loyalty & Reward Co.
Prediction: Programs must prioritize creativity and fun to engage customers. -
Kim Hardaker – Managing Director, h&co
Prediction: Personalization and emotional loyalty will cater to shifting customer demands. -
Tony Piedade – Deputy Chairman, Global Loyalty Organisation
Prediction: Stronger coalition programs will enhance membership value. -
Michael Smith – Chief Guide & Connector, AI Connect
Prediction: Programs utilizing big data will lead in personalized engagement. -
Joe Mason – Chief Marketing Officer, Allianz Partners
Prediction: Flexibility and customer-centric solutions will address traveler uncertainties.
The future of loyalty programs lies in harnessing technology, fostering emotional connections, and integrating sustainability. With contributions from these 26 experts, the Global Loyalty Predictions 2024 report serves as a roadmap for the industry, showcasing innovative strategies to drive customer engagement and build long-term loyalty.
Source: GLO
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