The Loyalty Newswire from The Wise Marketer
From the Editor
Happy Monday!
The news this week comes from across the globe, with the expansion of a leading Chinese hotel loyalty program topping the list. The announcement of the combined FFP Atmos Rewards has shaken up the traveler market in Hawaii.
It seems to be the “week of sweeps” as four sweepstakes were announced from Microsoft, Choice, and Global Partners.
And two experiential offerings are noteworthy as Delta renews a partnership with the NFL’s Seattle Seahawks for the ninth year in a row, and Hyatt partners with startup Way to deliver a new world of experiential rewards.
Two new events from Wise Marketer Group are coming your way in September.
- Wiser Forums™ in Mexico City, Sept. 25
- Loyalty Academy’s Certified Loyalty Marketing Professional™ Workshop in Austin, Texas, September 30 – October 1
Providing both research and insights on the thriving Mexican market as well as loyalty education for anyone who wants to level up their loyalty industry knowledge in the space and advance their career. We have great sponsorship support from Comarch and Bond Brand Loyalty, with more announcements in the works. Join us at one or both of these groundbreaking events.
The Newswire is packed with news and announcements this week. We are here to help you succeed. Let us know how we can help.

Bill Hanifin, Managing Editor, The Wise Marketer
Short Takes
- [Global] Loyalty programs give RMNs an advantage in the age of agentic AI
- [UK] The Wolseley Hospitality Group Joins The Global Hotel Alliance Loyalty Program
- [US] Visa launches Cybersecurity Advisory Practice
- [US] Which Convenience chains rank highly as “companies that care”?
- [US] Alviere: The rise of incremental rewards
- [US] Delta, the Official Airline of the Seattle Seahawks, is bringing back 12Status
- [US] Hyatt’s integration with startup Way allows loyalty members to earn experiences
Alaska Airlines and Hawaiian Airlines Introduce Atmos™ Rewards
On a mission to transform global travel, Alaska Airlines launched Atmos™ Rewards – its evolved, supercharged loyalty program that unifies the best of Mileage Plan and Hawaiian Airlines’ HawaiianMiles into a combined platform to deliver more choice, more rewards, and more global access than ever before for our members.
In the official press release, Andrew Harrison, Chief Commercial Officer at Alaska Airlines, said, “Atmos Rewards is more than a loyalty program – it’s a reflection of how guests travel today. We listened to what our members value most and built a program that’s grounded in generosity, personalization, and practicality. We’re putting our members in the pilot’s seat, giving them control over how they earn and redeem, while honoring the legacy and values of both Alaska and Hawaiian.”
Frontier Launches Industry First Loyalty Offers
Frontier Airlines, America’s Low Fare Airline, announced an unprecedented lineup of loyalty offers – a combination never before made available by a U.S. airline. For a limited time, FRONTIER Airlines World Mastercard® cardmembers can earn companion travel certificates starting at just $3,000 in everyday spend.
New FRONTIER Miles members can take advantage of Miles Match from other airlines, allowing them to match up to their combined mileage balances across multiple qualifying airlines, and travelers with frequent flier memberships at select carriers can unlock instant Elite Gold status at Frontier. More here.
H World Group Limited (China) Expanding H Rewards Loyalty Program
The H Rewards program has grown its base by 17.5% year-over-year to nearly 290 million members. This growth is directly tied to the company’s performance, as room nights booked by members jumped by 28.8% to over 60 million.
H Rewards, covering all hotel brands in the H World Group Limited, saw its membership grow from over 228 million at the end of 2023 to more than 266 million by the end of last year. “Our membership and direct sales are vital to our sustainable long-term business growth,” CEO Jin Hui stated in the company’s Q2 2025 earnings call. “As we expand our hotel network and enter more new cities, our membership base continues to grow.”
Wise Marketer Group is hosting the first Wiser Forums™ Event in Mexico City, Sept. 25
This one-day forum is a unique opportunity for business leaders and decision-makers who seek a better understanding of how consumers think about their loyalty to brands in the Mexican market. Register Here.
- What it is: A one-day forum presenting findings from a 2025 Mexico Loyalty Landscape research study, one of the first completed in this important market in over a decade.
- Who it’s For: Leaders in the Mexican Loyalty market. Managers, directors, and executive leaders in the loyalty industry, as well as those in data-driven marketing and technology disciplines.
- When and Where: September 25, 2025, at the Andaz Condesa.
- What You’ll Learn: Insights from research studies tapping into the voice of the Mexican consumer, looking at consumer perceptions of the Mexican loyalty landscape, including Wise Marketer Group’s own 2025 Wiser Research consumer study.
- Thank You: We are proud to have Comarch as the principal event sponsor.
Microsoft Running a $2 Million Giveaway
Microsoft is running another amazing sweepstakes event, this one a $2,000,000 “Ultimate Giveaway” rewards contest. Customers need only sign in to their Microsoft account to enter. The first instant win chance is free. After that, customers search daily using Bing to maximize their changes to win.
In addition to the grand prize, Microsoft is offering instant cash prizes from $500 – $5,000, many of these on a daily basis. You can find the official rules for the Ultimate Giveaway Sweepstakes here.
Global Partners Kicks Off Loyalty Program Sweepstakes
Global Partners LP is giving drivers the chance to win gas for a year when they join its recently launched Bee’s Knees Benefits loyalty program. The sweepstakes is open to new and existing loyalty members who download the Bee’s Knees Benefits mobile app.
“This sweepstakes is our way of celebrating our guests and introducing them to the Bee’s Knees Benefits program,” said Joanna Linder, VP Marketing at Global Partners. “From everyday savings to personalized offers and rewards, this program delivers real value in a fun, engaging and easy-to-use format.”
Global Partners Launches Unified Loyalty Program Bee’s Knees Benefits™
Global Partners, a leading independent liquid energy supplier and retail operator, announced its new mobile app and revamped loyalty program, Bee’s Knees Benefits in June 2025. The program is designed to unify and enhance the loyalty and digital experience across Global’s family of convenience store brands, including Alltown Fresh®, Alltown, and XtraMart®.
The Bee’s Knees Benefits program consolidates multiple previous loyalty programs—such as Fresh with Benefits™ and Alltown Neighborhood Perks™—into one easy-to-use platform, powered by Paytronix. Benefits include exclusive promotions, personalized rewards, mobile ordering, and in-app fuel payments.
Win Big with Choice Privileges’ 1-Million Points Sweepstakes
Choice Privileges, the award-winning rewards program from Choice Hotels International, announced the launch of its first-ever Million Point Sweepstakes, offering members the opportunity to win points that can be redeemed for hotel stays, airline miles, sports experiences, and more.
The sweepstakes comes on the heels of updates to Choice Privileges earlier this year, including an extended 50-week booking window, and more flexible point redemption options — helping the program earn the title of best hotel rewards program from both U.S. News & World Report and WalletHub.
The Loyalty Academy is heading to Austin, Texas, September 30 – October 1.
Loyalty Academy™ and the Wise Marketer Group are returning to the USA in the Fall of 2025 to host the next Certified Loyalty Marketing Professional™ Workshop.
- What It Is: In-person, two-day Certified Loyalty Marketing Professional™ (CLMP™) Workshop.
- Who It’s For: Managers, directors, and executive leaders in the loyalty industry, as well as those in data-driven marketing and technology disciplines.
- When and Where: September 30 to October 1, 2025, at the W Hotel Austin.
- What You’ll Learn: The workshop offers fully updated core and elective modules from the Loyalty Academy’s curriculum through presentations, interactive exercises, and a case study.
- Certification: Participants who pass a final exam will be granted CLMP™ Certification.
- Thank You: We are proud to have BOND as the principal event sponsor.
Learn more and Register here. Do it Today! Yee Haw! See you in Texas!
US Grocer Sprouts Commences National Loyalty Program Rollout
If you have a Sprouts grocery store in your neighborhood, you are a lucky shopper. Its merchandising, product selection and pricing fit neatly in between Trader Joe’s, Whole Foods and a premium grocer like Publix or Wegmans. To great extent, they are creating their own space, not just absorbing into a gap. The chain has 460+ stores in 24 states in the USA.
The company announced the introduction of a loyalty program in late 2024 and now has confirmed it is rolling out across about 75 stores in 16 states. Sprouts Rewards (read the T&C’s) is free to join and members are eligible to earn points on every purchase (excluding alcohol) made in-store and online. Points provide access to special events, offers and more ways to help customers live and eat better.
Ulta Beauty and Target Announce Plans to Conclude Partnership in 2026
Ulta Beauty (NASDAQ: ULTA) and Target Corporation (NYSE: TGT) announced that they have mutually agreed not to renew the Ulta Beauty at Target shop-in-shop partnership when the current agreement concludes in August 2026. Until then, the Ulta Beauty at Target experience will continue in Target stores and on Target.com.
Since launching in 2021, Ulta Beauty at Target has expanded access to prestige beauty and offered beauty enthusiasts the benefit of linking their Ulta Beauty Rewards and Target Circle accounts for added convenience and value. Guests with linked rewards accounts will continue to earn Ulta Beauty Rewards on eligible Ulta Beauty at Target purchases until August 2026.
Zand / Mastercard Announce Strategic Collaboration to Enhance Cross-Border Payment
Zand, an AI-powered Fintech and financial services group in the United Arab Emirates, has announced the signing of a strategic agreement with Mastercard to collaborate on enhancing cross-border payment solutions.
In the first phase of the collaboration, Zand will offer payment solutions, such as deposits into bank accounts and wallets in multiple markets, as well as convenient cash pick-up services, using Mastercard Move’s capabilities. This underscores Mastercard and Zand’s joint commitment to advancing the digital economy and driving innovation and financial inclusion in the region’s financial services landscape.
Co-Brand & Travel Rewards 2025 is in NYC 28-29 October 2025
Loyalty revenues have grown significantly important to airlines, hotels and travel companies and the biggest part of that comes from co-brands. Travel continues to grow – with some domestic weaknesses in some markets – but there are other headwinds emerging. Whether it’s the tax man, regulators or increasing competition from non-card payments there is plenty to learn and prepare for.
The Co-Brand and Travel Rewards event, presented by AI Connect, is a one stop shop, whether you are a loyalty program, an issuer or one of the many other players in a complex ecosystem, to connect with top presenters and industry peers. Register here.
Points Africa Launches First Cross-brand Loyalty Network
Points Africa was set to debut Ghana’s first cross-brand loyalty rewards platform in June, bringing together some of the country’s most recognizable consumer brands under a single digital points system. The new venture, backed by partners including Star Oil, Melcom, Jumia, Uber, Glico, MTN, and others, aims to allow consumers to accumulate and redeem points across various everyday spending categories.
The model resembles global schemes like Nectar in the UK or AirMiles in Canada, where users earn points across multiple sectors. Drawing on this international experience, Points Africa’s board includes advisors from those markets, including Bob Macdonald, Chairman of the Board at Bond Brand Loyalty.
Meta’s AI Policy Just Crossed a Line
According to an exclusive investigation by Reuters, a leaked 200-page internal policy document, approved by Meta’s legal, policy, engineering teams, and even its chief ethicist, gave shockingly permissive instructions on what its AI bots could say and do. That includes engaging children in romantic or sensual conversations, generating racist pseudoscience, and creating false medical claims, as long as the content avoided certain language or came with a disclaimer.
Meta confirmed the document’s authenticity. And while it says the guidelines are being revised, the fact that these standards ever existed at all has experts (and the US. Senate) deeply concerned. To unpack what it means for the future of AI safety, you’ll want to listen to this interview with Marketing AI Institute founder and CEO Paul Roetzer on Episode 162 of The Artificial Intelligence Show.
Adidas Designer Sorry for Shoes ‘appropriated’ From Mexico
Willy Chavarria is known for his powerful vision in American fashion, but he and his sponsor Adidas have encountered a serious branding faux pas. A new silhouette from the Adidas Originals x Willy Chavarria collaboration, the Chavarria Oaxaca slip-on, was unveiled in early August during a panel hosted by adidas Originals at the Museo de Arte de Puerto Rico. At the time, Chavarria shared that Oaxaca was inspired by the huarache, a classic Mexican sandal that has transcended generations.
Only a week later, Chavarria apologized after the shoe was criticized for “cultural appropriation”. The Mexican president was among those who spoke out against the footwear, which was reportedly made in China without consultation or credit to the communities who originated the design. The controversy highlights the ongoing debate about cultural appropriation in the fashion industry and highlights the need for brands to engage in meaningful consultation with communities whose cultures they draw inspiration from.
Digital Coaching Emerges as a Key Driver in GCC Workforce Transformation
Gulf Cooperation Council (GCC) countries are accelerating workforce transformation efforts as part of broader national development goals — and at the center of this shift is digital coaching.
Advanced digital coaching platforms, powered by artificial intelligence, offer personalized feedback, real-time progress tracking, and culturally tailored content. These tools are helping companies in the GCC align with nationalization strategies by accelerating the growth of local talent and preparing them for leadership roles.
Jobs in Loyalty
There are many talented people looking for full-time and contract positions in loyalty marketing. Fortunately, there are opportunities available from both brands and providers. We list a sampling of what we are aware of here.
Please click through the links if provided or contact us here to learn more and apply for these positions.
- VP Loyalty with a top 20 Global brand based on the West Coast of the United States. Please send indications of interest immediately to phil@greyspacematters.com.
- Loyalty Methods – Project Manager and other positions available.
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