The Loyalty Newswire April 13, 2026

The Loyalty Newswire from The Wise Marketer

From the Editor

Michaels launched a new edition of its loyalty program in Canada, Shake Shack announced project Catalyst as it drives the digital transformation of its brand, and Air New Zealand pilots a digital travel passport.

Paula Thomas and her team at Let’s Talk Loyalty released the first global report covering the largest loyalty programs in the world, noting that the global loyalty market is set to reach $41 billion by 2032.

Need more news? Then dig in and read the entire Newswire this week. And don’t forget to apply to attend the Loyalty Leaders Summit coming up on April 29.

We are here to help you succeed. Let us know how we can help.

Bill Hanifin, Managing Editor, The Wise Marketer

Short Takes

Shake Shack Project Catalyst Pushes Digital Transformation

Shake Shack announced Project Catalyst as a broad technology initiative designed to modernize its digital, data, and operational infrastructure as it targets growth to 1,500 company-operated locations.

At the center of Project Catalyst is a modernization of in-store technology, including point-of-sale and kitchen display systems. Shake Shack has partnered with Qu, a cloud-native unified commerce platform, to upgrade its POS and kitchen orchestration capabilities. The goal is to improve throughput, accuracy, and consistency across both digital and in-store channels. Read the story.

Michaels® Rewards Program Launches Brand-New Benefits in Canada

Michaels announced it is “fueling the joy of creativity and celebration” with the launch of a revamped loyalty program in Canada, “making it easier and more rewarding than ever for customers to create and celebrate what they love.”

Customers now have access to unique benefits and a tiered rewards system, designed to give them more back on every project, party, and purchase. Full press release here.

Cathay Pacific Announces Changes to Asia Miles

Cathay Pacific is preparing to revise Asia Miles beginning May 1, 2026. Early feedback from flyers indicates concern that Asia Miles is recalibrating the value of rewards points, making it more difficult for members of its program to redeem for valuable flights.

You can read about the planned changes here.

Korea Launches Rewards Program to Curb Illegal Sports Gambling

Korea Sports Leisure Co., Ltd., the trustee of Sports Toto sports promotion lottery tickets issued by the Seoul Olympic Memorial National Sports Promotion Corporation, said it operates a system that pays rewards of up to 200 million won when violations of the National Sports Promotion Act are reported through the illegal Sports Toto reporting center.

At the “illegal Sports Toto reporting center,” the system pays rewards when people report related acts such as operators and users of illegal sports gambling sites and promoters. Reports can be submitted via the illegal Sports Toto reporting center website or by phone. Read more here.

Apply to Attend the Loyalty Leaders Summit 2026

In an age defined by data, automation and elevated expectations, brands are reimagining how they connect with their customers. The theme of this year’s Leaders in Loyalty 2026 is Precision Loyalty: The Era of Intelligent Engagement.

Hear from Keynote speaker Kelly Mahoney, CMO Ulta Beauty, Loyalty Science Lab executives and more while networking with your fellow loyalty, marketing, and customer experience leaders during an immersive day exploring the future of intelligent customer engagement. Apply now.

International Loyalty Awards Update

The excitement for the International Loyalty Awards is building and you are invited to join the festivities in Atlanta on April 29-30, 2026. There has been an incredible range of submissions, showcasing loyalty programs and initiatives from across every continent.

2026 promises to be a landmark year for the loyalty community as Loyalty Connect Global expands to bring the world’s loyalty leaders together at major global hubs: Dubai and the United States.

The World’s Largest Loyalty Programs™ Documented in New Report

Presented by Let’s Talk Loyalty, this first-of-its-kind global report explores the scale, ambition, and impact of the world’s leading loyalty initiatives. The report shares insights from a year of expert collaboration, as the three authors, Paula Thomas, Laurent Guinand and Rich Long reveal the programs capturing the attention (and membership) of hundreds of millions of customers worldwide.

Discover the ONLY program in the world which boasts over half a BILLION members, the 10 programs with over 200 million members each, plus an amazing list of brands with over 100 million members each. With the global loyalty market set to reach $41 billion by 2032, this report gives you what you need to frame the global landscape of loyalty program membership. Find out more here.

Air New Zealand Pilots Digital Travel Passport

Air New Zealand is piloting a digital identity system enabling travelers to share verified passport information via the airline app and Apple Wallet. The solution supports biometric verification at selected touchpoints, reducing repeated document checks and streamlining the passenger journey.

Privacy and security are central, with encrypted data and customer-controlled sharing, paving the way for a more seamless and secure travel experience. Read more here.

Exodus Pay Launches Revolutionary Self-Custody App to Bridge Crypto and Everyday Spending

In a significant move for cryptocurrency adoption, leading wallet provider Exodus has officially launched Exodus Pay, a groundbreaking self-custody application. This innovative app, reported by Decrypt, directly empowers users to spend their Bitcoin and dollar-pegged stablecoins at millions of merchants globally.

The app is purposed to bridge the gap between digital asset ownership and real-world commerce. The app integrates with existing payment rails through partnerships with regulated financial technology providers. Read more here.

Friction Maxxing Stands as a Trend to Complicate Consumer Purchases

Maybe you have heard of “looksmaxxing”. That’s a ridiculously destructive trend threatening the mental health of young males around the world. Close to the world of consumer purchase behavior, the latest trend is “friction maxxing.” Described as “the process of building up tolerance for ‘inconvenience’,” it threatens to complicate purchase decision making.

Shopping carts beware. The trend urges people to increase their tolerance for friction and pause before every purchase. The whole idea is to make buying things just a little bit harder again. Just when you though understanding customer behavior was tough enough, now you have friction maxxing. Read more.

Wyndham Rewards and Travelodge Partner in Honor of Earth Day

In honor of Earth Day and the 10th anniversary of Travelodge’s partnership with the National Park Conservation Association, Wyndham Rewards is offering members 20% off of 2+ night stays at select National Parks Collection hotels.

From Travelodge by Wyndham Gardiner Yellowstone Park North to Microtel Inn & Suites by Wyndham Hot Springs, Wyndham provides the perfect destination and savings for your outdoor adventures. More info here.

Where points succeed, and fail, in the loyalty program equation

Patricia Camden, loyalty leader for EY Americas, says in this article that brands need to contend with the fact that points are losing their luster for many consumers. Commenting that “points aren’t a silver bullet for loyalty success,” she explains why brands need to ensure their offerings are right for their industry.

The author also notes that behavioral science rests at the heart of any loyalty program, influencing the goals and behaviors a given company will pursue. Read why brands should ensure the options don’t overwhelm customers and recognize that each point carries a real cost.

Elevate’26 Convenes CX Leaders to Chart the Future of Agentic AI and Mobile-First Innovation

Elevate’26, the premier Customer Experience Summit, is taking place April 13–14, 2026, at the Hyatt Regency Grand Cypress in Orlando. Airship, the mobile-first customer experience platform provider, is the lead event sponsor. Attendees will hear from industry leaders at Forrester, Google Cloud, Airship, and top brands applying agentic AI technologies to remove friction, increase customer lifetime value, and drive measurable conversion and revenue growth. Register here.

Please Subscribe to our “Wise and Weekly” Newsletter, published each Friday.