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The Loyalty NewswireJune 30, 2025

The Loyalty Newswire from The Wise Marketer

From the Editor

Happy Monday!

Highlights in this week’s Newswire cover the changing loyalty landscape in Australia, an article framing Target’s Target Circle Loyalty Program as a masterclass in micro-targeting, and a birthday celebration for one of the key players in the North American loyalty technology – and we’ll bet that you may not be familiar with the name.

We also share news from the underbelly of customer loyalty, legal decisions, tax agreements, and class action lawsuits. Two news items impact Hyatt and Tim Hortons.

As always, we are here to help you succeed. Let us know how we can help.

Bill Hanifin, Managing Editor, The Wise Marketer

Short Takes

Target’s Target Circle Loyalty Program is a Masterclass in Micro-Targeting

The retail sector in 2025 is undergoing a seismic shift, bifurcated between agile, technology-driven players and those stagnating under legacy systems.

This article outlines how, amid this polarization, Target Corporation (TGT) has positioned itself as a leader by mastering the segmentation of consumer behavior, leveraging omnichannel integration, and deploying artificial intelligence (AI) to dominate niche markets while retaining mass appeal.

Cartera Celebrates 20 Years of Loyalty Innovation and Leadership

Many people won’t be familiar with the name Cartera. The company is the loyalty commerce platform trusted by many of the world’s leading airlines, banks, and retailers and is proudly celebrating its 20th anniversary this year.

Founded in Lexington, Mass., in 2005, Cartera began as Mall Networks, building custom shopping portals for affinity groups like school districts, charities, and sports teams. By 2010, the company rebranded as Cartera Commerce, surpassed $100 million in sales through its software, and launched its signature “Shop & Earn” programs, connecting millions of members with exclusive offers from brand and retail giants including Best Buy, Macy’s, Home Depot, Nike, and more.

A strategic merger with Vesdia Corporation in 2011 significantly expanded Cartera’s airline partnerships and card-linked offerings, and in 2017, its acquisition by Rakuten Rewards amplified Cartera’s capabilities across e-commerce, fintech, and personalization technologies, setting the stage for even greater scale.

“Most people don’t realize just how much of their loyalty experience is powered by Cartera,” said Marc Mazzone, CEO of Cartera.

Australian Loyalty Marketing Landscape is Undergoing Change

Some of Australia’s biggest brands are set to shake-up their loyalty programs in the new financial year, with some brands dropping perks, and other merging their loyalty programs into larger ones. And one loyalty program will be gone forever.

Qantas is partnering with department store David Jones, Virgin announced changes to its tier structure, and Just Shop Rewards is merging with Myer after the retailer Just Jeans was acquired by the retail giant. Other news is in play for Supercheap Auto Club and Target Shop+. Read it all here.

Oman Air Becomes the 15th Member of Oneworld Alliance

As the flag carrier of the Sultanate of Oman, Oman Air becomes the 15th member of Oneworld Alliance, strengthening the alliance’s presence across the Middle East and unlocking new opportunities for global travel. Effective 1 July, oneworld customers can access an extended network of destinations across Oman Air’s growing global schedule, including the launch of a new non-stop Muscat–Amsterdam service.

Oman Air, with its hub at Muscat International Airport, serves 42 destinations across 22 countries and territories globally, including key oneworld hubs around the world. Full press release here.

Carnival Corporation Announces Private Offering of Debt Totaling €1.0 Billion

Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK) has announced the launch of a private offering of €1.0 billion senior unsecured notes due 2031. The offering is intended to refinance existing debt, specifically to fully repay Carnival Corporation’s first-priority senior secured term loan facility maturing in 2027 and partially repay the facility maturing in 2028.

Carnival Corporation & plc is the largest global cruise company, and among the largest leisure travel companies, with a portfolio of world-class cruise lines – AIDA Cruises, Carnival Cruise Line, Costa Cruises, Cunard, Holland America Line, P&O Cruises, Princess Cruises and Seabourn.

Millennium Hotels & Resorts and Maritim Hotels Unveil Strategic Global Loyalty Partnership

Millennium Hotels & Resorts (MHR) and Germany’s Maritim Hotels have announced a strategic cross-brand loyalty partnership, linking their MyMillennium and MyMaritim programmes to offer enhanced privileges at participating properties globally.

Loyalty programme members will now benefit from reciprocal privileges as MyMillennium members will receive loyalty discounts on Best Available Rates at participating Maritim Hotels and MyMaritim members will enjoy loyalty discounts on Flexible Rates at Millennium Hotels & Resorts worldwide.

Edvisor Launches Loyalty Program to Build Agency-School Ties

Edvisor offers tools and platforms to support international education. Trusted by a growing network of more than 1,500 education companies worldwide, the company has launched a loyalty program, Edvisor Rewards, to let education agencies earn points for processing payments and selling insurance on the platform, which can then be redeemed for school-funded scholarships.

The program ties into Edvisor’s new integrated payments system, which aims to streamline global transactions and offer student insurance through the platform, making processes easier while helping agencies increase their earnings.

Hyatt Seeks Reversal of $300 Million Loyalty Rewards Program Income Decision

Hyatt Hotel Corp. must pay taxes on nearly $300 million in revenue earmarked to fund its customer rewards program, the IRS told a federal appeals court. Hyatt Hotels requires that every Hyatt-branded hotel—whether owned directly by the company or by third-party franchisees—contribute to the business’s Gold Passport Fund, which it uses for investments and to compensate hotels whenever a rewards member redeemed points.

The fund reported $296.5 million in income from contributions and interest from 2009 through 2011, which the IRS said warranted $71 million in taxes from Hyatt carried back across preceding tax years. Hyatt challenged the IRS’s adjustment, and the case is ongoing in Federal Appeals court. Read the appeal document from Hyatt here.

Judge authorizes Tim Hortons Roll Up to Win class action for Quebec customers

A judge has authorized a class action lawsuit over emails Tim Hortons sent out in error to participants in its popular Roll Up to Win promotion — but only for Quebec residents. The law firm says those clients should be awarded the boat and trailer they were told they won, plus damages. It says the prize’s value is about $64,000.

Montreal-based firm LPC Avocats claims some half-million customers across Canada received an email in April 2024 saying they had won a boat through the promotion, only to be told later this wasn’t the case. Superior Court Justice Donald Bisson ruled last week that the class action can move forward but limited it to Quebec residents because the case hinges on that province’s consumer protection laws.

ICYMI: New CMO Council Report: The Pathway to GenAI Competitive Advantage

Is Your Data Prepared to Unlock GenAI’s Business Value? This new report from the CMO Council will help you answer that question. GenAI is on the verge of accelerating functional effectiveness and competitive differentiation. Nearly 4 in 5 business leaders believe GenAI will deliver a competitive advantage over the next 18 months, but not everyone will be able to reap the benefits as 3 in 5 leaders aren’t confident in their data-AI readiness to achieve GenAI value.

This report examines how GenAI might shape, impact and influence the way data is used for competitive advantage if properly prepared and primed. Findings are based on a global survey of more than 170 business and functional leaders across industries and geographies and in-depth interviews with GenAI experts. Download your copy of the report to see how your GenAI data readiness stacks up amongst your peers.

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