On the 4th and 5th of June, we gathered in the heart of London for the Loyalty Summit 2025 – a full-day event dedicated to the future of customer loyalty, data-driven engagement, and meaningful customer experiences. With more than 100 participants from across industries and countries, the event provided a platform for exchange, inspiration, and collaboration.
What made this year’s Loyalty Summit particularly special was its international scope and the diversity of perspectives represented on stage and in the audience. From seasoned loyalty professionals to innovators in AI, CRM, and personalization, everyone came together to explore what’s next for customer relationships in an increasingly digital and data-rich environment.
Daily Engagement, Smart Partnerships and AI-Powered Personalization
- Everyday Engagement & Payments: There’s a push to make loyalty a daily habit for members rather than an occasional afterthought. Tactics include linking loyalty to payment methods (e.g. co-brand credit cards, mobile payment apps) and enabling points-as-currency in everyday purchases. In addition, gamification is very relevant to engage, convert and retain more members.
- Collaboration & Coalition Loyalty: Breaking out of single-brand programs to create multi-partner ecosystems is on the rise. Such collaborations indicate a trend toward coalition loyalty programs that give members more flexibility and everyday earn/burn opportunities beyond one company. Programs are seeking strategic partners (airlines, hotels, retailers, financial services) to broaden their value proposition and embed loyalty into the every-day-life of travelers’ lives.
- Loyalty as a Service & New Revenue Streams: A noticeable trend is loyalty programs transforming from cost centers into revenue-generating platforms. United’s Kinective Media exemplifies this, turning the loyalty program’s data and audience into a media product for advertisers.
- Striking a balance between Personalization and Relevance: Loyalty experts of leading loyalty programs agree that to win at loyalty one needs AI-based personalization of content and offers as well as using data to identify in which context a customer is travelling. E.g. business flight vs. a flight by the same member with his/her family. Personalization only works if it’s truly contextual and relevant. AI is here – but as a means to an end, not the end itself. It’s about enhancing human experience, not replacing it.
Our Standout Loyalty Insight
United’s Kinective Media: The Game-Changer in Loyalty Monetization
United Airlines – Kinective Media Network: United’s presentation on Kinective Media served as a compelling success story of loyalty-driven innovation. United created an advertising and content network powered by its MileagePlus loyalty data – effectively turning its frequent flyer program into a media business.
Our long-standing partnership with United Airlines includes the successful migration of their loyalty data to our platform, establishing a robust foundation for further initiatives like Kinective Media.
Conclusion
As the days came to a close, it was clear that the Loyalty Summit 2025 had succeeded in what it set out to do: bring people together to exchange knowledge, ignite inspiration, and co-create the future of loyalty. From thought-provoking sessions to casual hallway conversations, the event underscored the power of connection and continuous learning in a rapidly evolving industry. Looking ahead, we’re excited to build on the momentum and insights gained in London. Stay tuned – more events, deeper dives, and new collaborations are already in the pipeline. And if you missed this one, don’t worry: the next Loyalty Summit is just around the corner.
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Save the date: The next Loyalty Summit is planned for the 10th and 11th of September in Chicago – we’d love to see you there!
