For decades, points defined loyalty in travel. But today, acquisition costs are rising, travellers are harder to win back, and loyalty has to mean more than transactions. Points are transactional… | Jeremy Jauncey

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For decades, points defined loyalty in travel.

But today, acquisition costs are rising, travellers are harder to win back, and loyalty has to mean more than transactions. Points are transactional. Experiences are emotional.

The most forward-thinking leaders are proving that the future of loyalty is about experiences, emotions and community.

But who is driving this evolution? Here are five leaders who are leading the way:

Brad Anderson, Hilton → Scaling Hilton Honours to 226M+ members worldwide, showing how global loyalty needs both breadth and depth.

Peggy Roe, Marriott International → Turning loyalty into live experiences with initiatives like “Member’s Day,” moving beyond perks to connection.

Scott Long, American Airlines → Evolving the first-ever frequent flyer program into a major revenue driver through strategic partnerships.

Cecilie Nybø Carlsen, Norwegian → Making loyalty transparent by treating CashPoints like currency (1 point = 1 Krone).

Andrew Harrison-Chinn, Dragonpass → Expanding loyalty into lifestyle, proving that benefits shouldn’t stop at flights and hotels.

The future of loyalty in travel will be built on experiences that matter, communities that last, and emotional connections that keep travelers coming back long after the points are spent.

Thank you to all of these leaders paving the way 🙏