Antavo’s Global Customer Loyalty Report 2025 delivers a sweeping analysis of how loyalty is being redefined in the age of personalization, automation, and AI. Based on data from over 2,600 business professionals and 10,000 global consumers, the report captures the shifting priorities and strategic realignment of loyalty programs across industries. It is especially timely as brands face economic uncertainty, rising consumer expectations, and mounting competitive pressure.
Today’s loyalty programs are more than transactional engines. They are platforms for customer connection, data collection, brand differentiation, and emotional engagement. The 2025 report outlines a major transformation: brands are modernizing their infrastructure, investing in agentic AI, and rethinking how loyalty is measured—not by points issued, but by customer lifetime value (CLV), engagement, and retention.
Table of Contents
Does Your Strategy Align With Customer Expectations?The Big Consumer WishlistHow AI Is Transforming LoyaltyThree Loyalty Program Features Consumers WantKey Takeaways
Does Your Strategy Align With Customer Expectations?
7 out of 10 loyalty program owners are satisfied with their loyalty program.
Loyalty satisfaction has grown dramatically over the past three years, climbing to 69.2%—a 36.8% improvement since 2022. Businesses are experiencing higher ROI, with 83% of respondents who track loyalty performance reporting a positive return. In fact, programs with a positive return average a 5.2X ROI. Despite this success, 66.0% of companies still plan to revamp their loyalty strategy within three years, and 53.9% intend to re-platform—indicating that transformation is ongoing.
The biggest barrier to satisfaction is a familiar one: lack of integration with the customer experience. Nearly 72% of dissatisfied loyalty managers cite this misalignment as the main issue. Without seamless omnichannel execution, loyalty can feel disconnected and ineffective. The report suggests that integrating loyalty and CX under the same department—typically marketing—is a best practice. Encouragingly, 71.4% of companies now house both under one roof, and the average loyalty team has grown to 21.8 people, up from 16.2 in 2023.
The Big Consumer Wishlist
69.8% of consumers join loyalty programs to earn rewards, discounts, or cash back.
The financial motivation remains paramount: rewards, cashback, and discounts are the top reason people enroll in loyalty programs. However, consumers expect more than savings—they want flexibility, relevance, and autonomy. For instance, 40.7% want more ways to earn points beyond transactions, while 40.0% want more flexible redemption options. Point expiration is also a sticking point, with 4 in 10 consumers desiring no expiration at all.
Consumers also have strong channel preferences. Mobile apps dominate, with 59% of consumers preferring this method to interact with loyalty programs. Digital loyalty cards are the second most popular option (34.7%), followed by emails, websites, and even physical loyalty cards—which are still favored by 29.3% of consumers, especially Baby Boomers. The takeaway is clear: while digital is essential, brands must accommodate multigenerational behaviors.
Crucially, consumers now view loyalty through the lens of experience. Emotional motivators like personalized offers, members-only access, and brand alignment are gaining ground. Brands that offer transparency and let members guide their own engagement will be better positioned to retain loyalty in an era of increasing choice.
How AI Is Transforming Loyalty
39.6% of consumers would be more interested in joining a loyalty program if it used AI.
AI is not only being embraced by marketers—it’s actively reshaping loyalty programs. According to the report, 37.1% of program owners already use AI, with another 49.5% planning to do so. The biggest benefits cited include improved team productivity, cost efficiency, and enhanced personalization. Among consultants and agencies who support loyalty programs, adoption is even higher—47.1% report that their clients are using AI today.
For consumers, AI-enhanced experiences are increasingly welcome. Millennials (53.0%) and Gen Z (55.1%) are especially open to AI-powered loyalty. These consumers are accustomed to personalized content and expect dynamic rewards, smarter recommendations, and relevant interactions—all powered by predictive analytics and zero-party data.
Agentic AI is emerging as a game-changer. These AI systems behave more like digital colleagues than tools, able to plan, execute, and optimize loyalty strategies. A full 67.4% of program owners feel comfortable working with AI agents, a signal that readiness for advanced AI is rapidly maturing. From scoping point systems to identifying reward inefficiencies, these tools are poised to become indispensable co-pilots in loyalty management.
Three Loyalty Program Features Consumers Want
81.2% of consumers prefer to shop with brands that offer reward customization.
Consumers are signaling a clear desire for more autonomy in how they engage with loyalty programs. The report identifies three high-impact features that brands should prioritize:
Reward Customization – Only 49.2% of programs currently offer this, yet 81.2% of consumers prefer shopping with brands that allow it. Whether it’s choosing welcome rewards, customizing tier benefits, or selecting from multiple reward options, personalization leads to significantly higher engagement. Brands that implement this feature report a positive impact on engagement 82.2% of the time.
Gamified Data Collection – Making data exchange fun and rewarding improves both participation and insight accuracy. Consumers are more willing to share preferences and behaviors when prompted through interactive quizzes, challenges, and goal-based activities. This boosts zero-party data collection and adds a layer of engagement often missing from loyalty programs.
Point Pooling and Family Accounts – 46.2% of consumers want to combine points with family or friends. Brands like Hilton Honors already support this, letting members pool and redeem collectively. The emotional appeal of shared rewards taps into household buying patterns and builds communal loyalty.
These features not only meet consumer expectations but also differentiate loyalty programs in crowded markets. They offer a blueprint for brands to modernize loyalty without relying solely on deep discounting.
Key Takeaways
Loyalty satisfaction is increasing, driven by better ROI, larger teams, and more intelligent integration with CX. Still, many brands plan to retool their programs within the next three years.
Consumers want flexibility: in earning, redeeming, and managing their rewards. They prefer mobile-first solutions but still appreciate legacy formats like plastic cards.
AI is no longer an emerging trend—it’s becoming foundational. From predictive personalization to agentic assistants, loyalty is being reimagined through automation.
Reward customization, gamified engagement, and point sharing are the most requested features, yet remain underutilized. Brands that act quickly can gain a significant edge.
Emotional loyalty, not just transactional rewards, is key to driving long-term value. Brands that align experiences with customer values and behaviors are better positioned to thrive.
As loyalty evolves in 2025, the brands that succeed will not be those with the biggest point pools, but those with the most meaningful relationships. The future of loyalty is personalized, AI-enabled, and emotionally resonant.
Download Antavo’s Global Customer Loyalty Report 2025
©2025 DK New Media, LLC, All rights reserved | Disclosure
Originally Published on Martech Zone: Global Loyalty Trends 2025: What’s Working, What’s Failing, and What’s Next