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The Loyalty Newswire December 22, 2025

The Loyalty Newswire from The Wise Marketer

From the Editor

In this holiday week, we have interesting news of new program launches and changes to familiar names. Last week, we shared a group of loyalty metrics published by a host of leading brands. This week, we see that, just like time, loyalty economics are undefeated, evidence provided by American Airlines as it will no longer award miles for the purchase of its lowest economy fares. Those travelers unhappy with the change will inevitably be reminded that there’s “no free lunch” in the world of loyalty programs.

You need a break after a long year, and so do we. Next week, we’ll share a more thoughtful message about what’s ahead in 2025. For now, we just want to wish you peace and rest during this holiday season. Please take time to enjoy friends, family, and remember to reward yourself along the way.

We are here to help you succeed.

Let us know how we can help.

Bill Hanifin, Managing Editor, The Wise Marketer

Short Takes

Wiser Retail Insights Forum™ 2026 Coming to Nashville, TN on January 27

Presented by Exchange Solutions, Ebbo, and The Wise Marketer, Wiser Forums™ is a half-day event presenting findings from a 2025 consumer research study in convenience retail and home improvement retail, the inflection point in a longitudinal study exploring the connection between brand loyalty, customer experience, and programmatic loyalty. Register Here.

This powerful event is a unique opportunity for business leaders, marketers, and decision-makers who seek a better understanding of how consumers think about their loyalty to brands. This is an opportunity for retail business leaders who want to create impactful and insights-led engagement and experiences for their customers.

Olo acquires Spendgo and launches its own loyalty offering

Online ordering company Olo has acquired loyalty program provider Spendgo. The deal will allow Olo to launch a loyalty offering that integrates with existing products, online ordering, payments, and marketing.

This is Olo’s first acquisition since buying middleware provider Omnivore in 2022, and also its first under its new owner, private-equity firm Thoma Bravo. The official press release said the acquisition will help it address demand from restaurants for an integrated loyalty system. Sixty-five percent of restaurants using Olo have a loyalty program.

PerfectVape Launches Loyalty Program Offering

PerfectVape, a leading retailer in the vaping industry, announced the launch of PV Rewards, a new customer loyalty program. Shoppers earn PV points with every purchase – 3PV points for every $1 spent on PerfectVape products. In addition, following the brand on Instagram and X (formerly Twitter) adds 50 PV points, while sharing a PerfectVape Facebook post increases PV points by 50.

The loyalty rebates build from around 1% to as much as 2.5% with increased spending. Members can track their points balance and rewards by clicking the PV Rewards option on the website. Enrollment can be easily accomplished by clicking on PV Rewards or opening a store account.

Back by Popular Demand – CLMP™ Certification in Dubai – 10 – 12 February 2026!

The response has been overwhelming! Due to incredible demand from loyalty professionals across the region, QBF Consulting is hosting the next Certified Loyalty Marketing Professional™ (CLMP™) program in Dubai, so save the dates 10-12 February 2026.

Register now and secure your passport to Lifelong Learning! With Loyalty Academy Lifetime Membership, you are not just learning—you are staying ahead, always. This isn’t just a course—it’s an investment in YOU.

New India CLMP™ Workshop on Feb 12-13, 2026

Certified education partner Strategic Caravan will be hosting the India CLMP™ Loyalty Academy workshop in Delhi, February 12-13. Early bird pricing is available through 13th January 2026.

Register here. This is a workshop designed and delivered by practitioners for practitioners, so expect a high level of interactive conversation, exercises, and group work. Give yourself a gift to start the new year and accelerate your career in customer loyalty and digital marketing.

Native Wallet Loyalty Launch Might Change The Case For Investing In PAR Technology (PAR)

In December 2025, PAR Technology Corporation launched Smart Passes, a wallet-native loyalty solution within its PAR Punchh platform that lets restaurant brands deliver real-time, app-free rewards and offers through Apple and Google Wallet on guests’ mobile phones.

This move positions PAR to deepen its role in restaurant guest engagement by integrating loyalty directly into everyday mobile behavior, potentially enhancing the appeal and revenue opportunity of its broader cloud platform for operators. The move will test how embedding loyalty directly into Apple and Google Wallet could influence PAR Technology’s long-term growth and profitability narrative.

American Airlines Eliminates AAdvantage Miles for Economy Fares

American Airlines has announced it is stripping away one of the key benefits of buying an economy fare, the ability to earn frequent flyer miles in its AAdvantage program or points toward elite status. The carrier said this week that basic economy fares will no longer count for reaching those frequent flyer milestones.

American’s new policy is similar to the standard set by Delta Air Lines, which also doesn’t allow travelers on basic economy tickets to earn Delta SkyMiles status or miles, though travelers on the new Delta Comfort Basic are able to earn SkyMiles. CNBC points out that while United Airlines does allow basic economy customers to earn miles, they aren’t allowed to bring a carry-on bag.

Paying with points is gaining popularity with consumers

A good majority of consumers, 79%, are using Pay With Points at checkout in-store and online, double the figure from 2023. That’s a prime finding from an annual survey from Engage People and conducted by The Wise Marketer.

This article from Retail Customer Experience reports that only 37% respondents had tried using PwP, and almost half were completely unfamiliar with PwP as a payment option, according to a press release. The survey polled 752 U.S.-based consumers in August 2025.

PRISM launches ‘Insta Stays’ program across OYO properties in India

Oravel Stays Limited (“PRISM”) has announced the launch of its new ‘Insta Stays’ program for all OYO properties in India as last-minute holiday planning gains momentum ahead of the new year. Travelers can do last-minute bookings via the OYO app or website by clicking on the Insta Stays option.

OYO is a value-stay brand with more than 13000 hotels across India. As part of the program, OYO Wizard members receive an additional 5% exclusive discount on Insta Stays bookings. With over 18 million members, OYO Wizard is among India’s largest hotel loyalty programs, reflecting the growing preference for trusted brands and loyalty-led value among frequent and spontaneous travelers.

Millennium Hotels & Resorts and IHCL Enter Into Global Loyalty Partnership

Millennium Hotels & Resorts announced a strategic loyalty partnership with Indian Hotels Company (IHCL), India’s leading hospitality company and custodian of the iconic Taj Hotels & Resorts brand. The collaboration brings together MHR’s MyMillennium and IHCL’s celebrated Taj InnerCircle of NeuPass programme, unlocking enhanced travel and stay benefits for members worldwide.

Headquartered in Singapore, Millennium Hotels & Resorts is one of the country’s most valuable hospitality brands, recognized for its award-winning portfolio of hotels across Asia-Pacific, Europe, the United Kingdom, the United States, and the Middle East. This milestone partnership reflects MHR’s continued evolution over three decades, expanding its international presence, strengthening its loyalty ecosystem, and forging alliances with like-minded hospitality leaders to deliver greater value, choice, and recognition to travelers across key markets.

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