The Loyalty Newswire December 8, 2025

The Loyalty Newswire from The Wise Marketer

From the Editor

Browse through the news these past two weeks and what do we learn?

Value and simplicity matter more than ever

Subway’s return to a “buy-3-get-1” offer suggests some brands believe customers just want straightforward value.

Loyalty models for Retailers are going beyond traditional points

Snipes’ cashback + exclusive-access model reflects a trend to treat loyalty as a lifestyle membership.

“Experience loyalty” is accelerating

Hilton’s expansion into cruises shows that hotel loyalty programs are evolving into broader travel-lifestyle ecosystems.

Flexibility (and unpredictability) is rising

United’s dynamic upgrade pricing signals that loyalty value is shifting toward flexibility and dynamic pricing, not guaranteed value.

Don’t miss the opportunity to enter your brand into the International Loyalty Awards (ILA) competition. Entries are due by 12 December 2025. And start making plans to join in the celebration at the big event in Atlanta, Georgia, during April 2026.

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

Bill Hanifin, Managing Editor, The Wise Marketer

Short Takes

New 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 December 31, 2025. Inquire to the Loyalty Academy here for more information.

EQB Redefines Challenger Banking in Canada with Agreement to Acquire PC Financial from Loblaw

EQB Inc. and Loblaw Companies Limited announced they have entered into a definitive agreement pursuant to which EQB will acquire President’s Choice Bank, PC® Financial Insurance Agency Inc., PC® Financial Insurance Brokers Inc. and certain other affiliated entities of PC Bank.

“Today’s announcement marks a new era for banking in Canada. By combining EQ Bank’s exceptional digital platform and product shelf with PC Financial’s spending solutions, distribution and expertise in loyalty, we’re creating a better banking ecosystem for all Canadians that prioritizes innovation and value,” said Chadwick Westlake, President and CEO, EQB.

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 that want to create impactful and insights-led engagement and experiences for their customers.

American Airlines Launches AAdvantage Pass

In life, status is earned, not purchased. But one major airline in the US, American Airlines, thinks differently. The airline recently launched the AAdvantage Pass, a new loyalty bundle sold for $5,000 that gives buyers 100,000 miles and instant AAdvantage Gold status, among other perks.

Frequent flyer programs are essential to airline profitability; therefore, they increasingly operate as revenue centers. Through AAdvantage Pass, American Airlines is looking to monetize loyalty benefits more directly. So far, there is lots of debate on program value. What do you think?

Two More Days – Entries Due December 12 – International Loyalty Awards 2026

Entries for the International Loyalty Awards (ILA) are due by 12 December 2025. The awards ceremony will take place in the United States, with Atlanta, Georgia, confirmed as the host city for 2026.

The ILA recognizes outstanding achievements across industries, from retail and travel to financial services and digital innovation. Full details of categories and entry requirements can be found in the official information pack, available to download here.

Loyalty Juggernaut Recognized as a Strong Performer in The Forrester Wave™ for Loyalty Platforms, Q4 2025

Loyalty Juggernaut (LJI), the company behind GRAVTY®, the world’s first cloud-native, patented, enterprise loyalty platform, announced its recognition as a Strong Performer in The Forrester Wave™: Loyalty Platforms, Q4 2025.

This recognition marks a major milestone for LJI in its very first Wave evaluation, underscoring the company’s rapid ascent as a disruptive technology leader in the global loyalty market. Read the press release.

Virgin Voyages Launches Bold Loyalty Match Program

Virgin Voyages is offering a status match to other cruise lines, airlines, and hotel programs. Guests will receive exclusive “Blue Extras” when applying for a match and booking a voyage soon. Eligible sailings can be found all over the world and offer great explorations for eager guests.

The status match can be applied from high-level loyalty from more than 35 similar programs for cruise lines, hotels, and airlines, giving even new Virgin Voyages guests exclusive benefits to enjoy.

Carnival Delays New Loyalty Program So Summer Cruises Count Toward Status

Carnival Cruise Line announced it is replacing its VIFP Club with Carnival Rewards, focusing on spending (not just days) for status in four tiers (Red, Gold, Platinum, Diamond). The program is set to launch in September 2026.

After initial backlash, Carnival made key changes, granting lifetime Diamond status to those reaching it by May 31, 2026, and a big star boost for Platinums, acknowledging feedback to soften the shift from days-based to spend-based rewards, says Cruise Critic and Carnival Cruise Line.

New Snipes Loyalty Program Touts Cash Back

Shoe retailer Snipes launched its first U.S. loyalty program to build community for consumers and increase lifetime value for the business during November 2025. The global retailer of sneaker and streetwear retailer said that “SNIPES Reserve” will transforms how consumers earn, save, and access the most sought-after products and experiences in sneakers and streetwear.

The official press release says that the new program goes beyond traditional points-based programs and includes a first-of-its-kind digital wallet that rewards members with real cashback, pre-funding bonuses, and early access to limited releases and events.

Hilton teams up with Explora Journeys — introducing Hilton Honors Adventures

Hilton is extending its loyalty offering by letting members earn and redeem points on luxury ocean cruises through Explora Journeys. This marks a major expansion: from hotels to immersive sea-travel experiences.

The new program combines land stays and sea voyages under the same loyalty umbrella, offering fresh experiential value to members starting summer 2026.

United Airlines makes big changes to upgrades under MileagePlus

United recently announced that while the requirements to obtain elite status in MileagePlus won’t change for 2026, the process for getting cabin upgrades will. The airline is moving to dynamically priced upgrades using PlusPoints, making upgrade cost less predictable but potentially more flexible.

This signals a shift in how airlines manage rewards: even as status tiers stay stable, the value and mechanics of redemptions are being reworked.

The Hidden Truth Behind Why Customers Stay

Strategic repositioning by two of the world’s largest advertisers (Coca-Cola and Unilever) foreshadows that by mid-2025, the majority of brands will continue to increase influencer budgets, with nearly half raising spend by double digits. You need to read the 2026 Social Trends Report from Pulse Advertising. The report says this isn’t a trend, it’s a large-scale reallocation. The shift is happening because social media has become commerce. Platforms processed $684 billion in transactions in 2024, approaching $920 billion by 2026. TikTok Shop reached $33.2 billion in GMV, achieving in 16 months what took Amazon 8 years.

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