From October 20-22, loyalty and travel industry leaders gathered in Amsterdam for the Loyalty & Awards 2025. A global forum where airlines, hotels, travel brands, and technology innovators came together to explore what’s next for loyalty in an era of digital transformation and data-driven engagement.
The event once again proved why it’s one of the most anticipated gatherings in the loyalty calendar: bringing together thought leaders, strategists, and innovators to exchange ideas, share best practices, and shape the next chapter of customer engagement.
Across sessions, one message resonated: loyalty is evolving into a strategic growth engine: powered by technology, personalization, and partnerships.
From AI-driven experiences to omnichannel engagement, speakers shared concrete examples of how leading brands are creating relevant, seamless, and emotionally resonant connections with their members.
LPS Workshop: The Loyalty Navigator
The Loyalty Navigator workshop provided a structured setting for participants to prioritize key loyalty performance indicators (KPIs) and explore how these KPIs can best drive program strategy into the desired direction. It created an engaging environment where the teams could rate and discuss the importance of each KPI, exchange real-life program experiences, and identify measures to improve overall performance.
We enjoyed the lively and fruitful discussions that emerged, which showed strong awareness of the importance of relevant KPIs and their role in strategic decision-making. While participants clearly recognized which KPIs matter most, defining direct and controllable levers to influence them proved challenging, particularly for revenue-focused measures such as Profit Margin and the evergreen “Customer Lifetime Value”.
All participants demonstrated in-depth understanding of loyalty dynamics but also the workshop also highlighted the need for more precise, data-driven measures. Many proposed actions remained conceptual, with personalization often cited as a general solution rather than a targeted strategy. Moving forward, stronger cause-and-effect thinking and clearer operational definitions will help translate strategic intent into measurable performance improvements. We hope that everyone who participated gained valuable insights and inspiration to further strengthen their loyalty programs.
Key Takeaways and Why They Matter
- The Power – and Limits – of Personalization
Personalization was hotly debated: recognized as powerful, but not a cure-all. The workshop surfaced the need to dig deeper for true performance drivers.
- Customer Lifetime Value: The Elusive North Star
CLV stood out as the most critical – and most complex – KPI. Participants discussed the difficulties in defining, measuring, and influencing it, highlighting the need for practical levers and supporting metrics.
- Engagement and Satisfaction Take Center Stage
Member excellence KPIs, such as engagement and satisfaction, were top priorities, signaling a shift toward measuring and influencing the member experience.
- Blind Spots and Opportunities
The session revealed that operational efficiency and partner ecosystem KPIs often receive less attention – pointing to untapped areas for future growth and innovation.
- Collaboration is Key
The workshop underscored the value of involving both program teams and providers in defining and improving KPIs, ensuring no opportunity is left in the dark.
Networking Highlight: The LPS & Friends Jakarta Night vigator
After a full day of sessions and conversations, LPS hosted an exclusive Jakarta Night, bringing together partners, clients, and industry peers for an evening of networking and informal exchange.
The atmosphere was relaxed, collaborative, and full of inspiration – perfectly capturing the spirit of the Loyalty & Awards community!
Conclusion
The Loyalty & Awards 2025 in Amsterdam reaffirmed the industry’s shared commitment to innovation, collaboration, and customer-centric growth. Across all discussions, one thing stood out clearly: the future of loyalty lies in making it more personal, more connected, and more strategic than ever before.
Want to dive deeper into the ROI of loyalty programs?
Explore our in-depth guide on measuring loyalty program ROI here
At Loyalty Partner Solutions, we’re proud to be part of this transformation, supporting loyalty leaders with modern platforms, AI-powered solutions, and the strategic expertise to help programs evolve with confidence.
We look forward to continuing the conversations sparked in Amsterdam and to seeing everyone again at the next Loyalty & Awards edition.
Follow us on LinkedIn for more post-event insights, photos, and upcoming highlights.
