‘Customise loyalty programmes’

Loyalty programmes are not what they used to be. The cookie-cutter format is fast replacing a more personalised and tailor-made rewards programme – both for travellers as well as agents. Done right, these programmes can not only bring in more business but can actually retain customers – something that they were created to do in the first place.

TT Bureau

Indians are always looking to maximising value while travelling. The American Express 2025 Global Travel Trends Report reveals that 79 per cent of Indians are planning to use rewards points for leisure travel (such as for flights, hotels and car rentals) in 2025. It adds that 84 per cent of Indians surveyed believe combining credit card rewards with other loyalty programmes provides the best value for international trips, and 50 per cent are linking their credit cards to dining partners in addition to everyday expenses.

Loyalty programmes have become a key part of how Pratik Shah, Founder, APS Destinations, and India Travel Awards 2024 winner, plans both his own travel as well his clients’. “Over time, I have learned that points are not just for free flights or hotel stays—they can unlock real value when used smartly. I often use points for upgrades to business class, unique hotel experiences, or even luxury train journeys and private transfers. Sometimes, saving points for fewer—but more meaningful—redemptions bring the best rewards.” He encourages clients to focus on one airline alliance and one hotel group, and to use co-branded credit cards that help them
earn faster.

Timing matters too, Shah says, and booking during promotions or when availability is high can make points go further. “I also help clients stack benefits, combining points with elite perks or special offers. Personally, I have used points to fly business class on long-haul routes, access premium airport lounges, and enjoy room upgrades. It’s not just about saving money—it’s about enhancing the journey,” he adds.

Speaking about reward programmes that many hotel chains offer for travel agents, Shah explains that Marriott’s ‘Hotel Excellence!’ gives agents discounted rates after certification. Hilton and IHG also offer special agent rates and commissionable bookings. “Luxury programmes like Hyatt Privé, Four Seasons Preferred Partner and Accor’s STEP don’t offer points but provide VIP client benefits like upgrades and credits, helping agents build repeat business. Small Luxury Hotels (SLH) and Preferred Hotels have portals with agent incentives and seasonal bonuses. Consortia like Virtuoso and Signature also include perks, higher commissions and exclusive offers. These programmes reward agents with discounted stays, Fam trip invites and added-value benefits for clients,” Shah adds.

Creating one’s own programme

A few travel agents have also started thinking of creating their own loyalty programme for their clients. Chennai-based Manish Kriplani, Managing Director, BayWatch Stayzz, and India Travel Awards 2024 winner, says, “With so many options available, retaining clients requires more than just good service—it requires giving them a reason to return. Loyalty programmes do just that by rewarding repeat business and encouraging referrals. Even budget carriers like IndiGo, despite having a dominant market share, have introduced their own loyalty initiatives. We believe that offering rewards and appreciation not only helps retain customers but also strengthens our brand’s relationship with them over time.”

Using guest data to tailor rewards

But loyalty programmes have evolved far beyond traditional, points-based systems. Today, they are about building meaningful guest relationships through personalised experiences and seamless digital integration. Amitava Saha, General Manager, Anjushree Hotel, says that their focus is now on using guest data to tailor rewards and understand guests’ preferences to create a deeper emotional connection. “As the hospitality landscape becomes competitive, loyalty programmes are shifting toward offering more experiential, memorable and tech-enabled solutions that enhance guest satisfaction. Moving forward, we plan to explore new ways to further enhance our programme’s impact,” he adds. 

AI-powered loyalty programmes

The future lies in AI-powered loyalty programmes that go beyond generic discounts, says Hari Ganapathy, Co-Founder, Pickyourtrail. “These systems can use traveller behavior and preferences to offer meaningful value—curated deals, early access, contextual offers and concierge-like experiences. Unlike subscriptions, which do not always fit the infrequent nature of travel, AI-based loyalty can deliver relevance without asking for upfront commitment,” he says.

Pickyourtrail’s programme is called PYT Coins—a system designed to reward regular travellers. “These programmes also help us build long-term relationships while nudging conversions for new users by giving them a tangible reason to return or complete their first trip. The most effective way to use PYT Coins is through wallet-based discounts. Customers can accumulate these pointers and redeem them,” he adds

Loyalty programmes today are shifting from being purely transactional to experience-led. Travellers now seek more than discounts; they value unique stays, wellness add-ons, and sustainable options. At Grape County, we see this evolution firsthand, with guests returning not just for comfort, but for our eco-ethos and community-rooted offerings. Personally, I prefer loyalty programmes that provide flexibility and real-world value, not just expiring points. The future lies in rewarding conscious travel choices programmes that recognise not only frequency, but also responsibility. Those who collaborate with eco-resorts, local artisans, and low-impact experiences will lead. The key is to align your travel with loyalty perks that reflect intention, not just incentives. After all, in a world of shifting priorities, nature is the only loyalty truly worth rewarding.

Gauri Ahire Chavan, Director, Grape County and winner of India Travel Awards 2024

Travel loyalty programmes have evolved far beyond simple points and rewards. Today, it’s about creating meaningful, personalised value for travellers. It’s about the relationship and not just a transaction. Whether through exclusive experiences, flexible redemption options, or real-time upgrades. Loyalty is no longer just transactional; it’s emotional. The best programmes in India today focus on recognising loyal customers, offering them privileges that feel unique and tailored. We absolutely use loyalty programmes, both for ourselves and to add value for our clients. The smart way to use them is to focus not just on collecting points, but on optimising redemptions: combining flights and hotels, tapping into special partner offers, and unlocking upgrades that elevate the entire travel experience. Looking ahead, the future of travel loyalty will be about hyper-personalisation, seamless cross-brand partnerships, and instant gratification.

Neil Patil, Founder, CTO & COO, Veena World

Loyalty has evolved from being purely transactional to becoming deeply experiential. Today’s travellers, especially wellness-seekers, are no longer satisfied with just points or discounts—they seek personalisation, emotional connection, and meaningful engagement. At Niraamaya, we recognise this shift and have reimagined loyalty through immersive, wellness-centric offerings. Guests are rewarded not just with tangible benefits but with transformative experiences—such as personalised wellness consultations, curated culinary journeys, and culturally rich immersions that reflect the soul of each destination. By focusing on the individual rather than the transaction, we create a deeper sense of belonging. Loyalty, for us, is about nurturing long-term relationships and making every stay feel unique, rejuvenating, and truly memorable.
Dhavalakeerthi MK, Sr. Vice President (Marketing), Niraamaya Wellness Retreats

Loyalty programmes have evolved significantly. Earlier, they were mostly points-based systems focusing on frequent travelers, but today they are far more dynamic and personalized. Contemporary programmes have tiered rewards, alliances with lifestyle brands, and flexibility in redeeming. These programmes not only include offers for travel and accommodation, but also for experiences, meals, and even daily spend, which makes them highly appealing. In the future, I expect travel loyalty programs to be even more experience-based and customer-focused. We already have the move toward personalization with data analytics, where programs reward frequency, but also spend behavior and preferences. Sustainability is also playing a role, as travellers could start earning points for eco-conscious choices. Likewise, collaborations among airlines, hotels, and even fintech platforms will bring loyalty ecosystems closer together and more valuable. As an avid traveller myself, I utilize such loyalty programmes frequently and also urge others to make the most out of them. As for the best way to utilize them, I would recommend a strategic approach, such as targeting one or two major programmes to earn points quicker, cashing in on sign-up bonuses, and being constantly aware of promotional offers. Exchanging points for premium cabins or upscale experiences has a far better value proposition than spending on low-cost facilities.

Neeti Sharma, Director, Intrepid Marketing & Communications

Loyalty programmes have come a long way from basic mile-earning systems to dynamic ecosystems tailored to today’s savvy traveller. In a world where value matters more than ever, freebies—be it flight upgrades, free nights, lounge access, or priority boarding—remain a powerful incentive. I would think that today’s travellers crave personalisation, flexibility, and real value. Airlines and hotels are responding to these needs with tiered benefits, dynamic rewards, and partnerships that extend beyond travel, including dining, wellness, and retail. The future promises even greater integration with AI, enabling seamless, secure, and hyper-personalised experiences across platforms. Expect loyalty to become more about lifestyle than transactions. As an avid traveller, I absolutely use them—why leave value on the table? For many, including myself, loyalty programmes make me feel valued and recognised. I would for a modern explorer, smart loyalty is not an option, it’s an essential.

Shafee Ahmed, Cluster General Manager, Gokulam Grand Hotel & Spa, Bangalore

Today’s travellers seek more than just discounts – they want value, recognition, and unique experiences. We have introduced programs like Crowne Privilege which reflect the evolution by offering members exclusive benefits such as room upgrades and discounts at on-site restaurants, enhancing every aspect of their stay. The key transformation in loyalty programs today lies in their focus on flexibility and meaningful rewards, creating a stronger emotional connection between brands and their guests. In a competitive hospitality landscape, such programs are no longer just a perk – they are essential tools for building customer loyalty and long-term engagement. The future of travel loyalty programs is rooted in personalisation, flexibility, and deeper guest engagement. At IHG, we see loyalty as more than just a rewards system—it’s about creating meaningful connections with our guests. Programs like IHG One Rewards are designed to evolve with changing travel preferences, offering tailored experiences such as room upgrades, late check-outs, and exclusive dining discounts.

Dinesh Rai, General Manager, Crowne Plaza Kochi

Loyalty programs have grown from simple point systems into full-fledged ecosystems. We’re seeing three big shifts. Personalization is key — using data to offer rewards and experiences tailored to each member. Members now seek unique, experiential rewards, not just free nights or upgrades. Stronger partnerships with lifestyle, retail, and financial brands are expanding value beyond hotel stays. Technology has also made loyalty seamless — with apps, real-time redemptions, and easy access becoming the norm. Looking ahead, loyalty will be shaped by allowing members to make eco-friendly choices with points, by creating personalised, predictive experiences, by making points more secure and transferable, by building connections among travellers, not just transactions, and with simplicity, by making earning and redeeming faster and easier.

Anand HN Corporate – Marketing and Loyalty Head Royal Orchid Hotels

Loyalty programmes exist since decades from trusted traveller programmes, airlines, trains, car rentals, hotels to fashion, electronics to groceries, to influence and track consumption and collect consumer data. Programmes offer different status tiers, members-only lounges, some are attached to credit cards. Data collection evolved way beyond the actual purchase and mostly limited genuine customer benefits. Some programmes are powerful bottom-line enhancers for brands, allowing to purchase and gift points, widely used by banks and corporations. True loyalty by forging bonds with customers and maximise each customer’s lifetime value to a brand is rarely a core driver. Some travel brands reinvent programmes redefining loyalty and to better understand key customers with tailor-made improved travel experiences. What makes a traveller feel special are advance notices, exclusive offers and to be part of a club of like-minded, niche group of travellers. Programmes need to recognise customers as individuals versus their point status. This is where the human contact will play a very important role to translate perks into true positive, measurable experiences.

Beate Mauder Kakkar, Managing Director, Indiva Marketing