The Loyalty Newswire February 23, 2026

The Loyalty Newswire from The Wise Marketer

From the Editor

Change is always in the wind. This week, we see Airbnb acknowledge loyalty as a “massive growth accelerator” while the CEO notes their offer will go beyond a currency system to award “meaningful benefits.” Bank of America is expanding its rewards program to reach a broader range of customers. And Points Africa is on the move, raising $2M from a venture partner.

Maine becomes the latest state in the US to pass privacy legislation, this one banning the sale of precise location data. We also have a report that AI is not eliminating jobs in marketing, but day-to-day responsibilities have shifted, with expectations rising around speed, complexity, and output.

Two new webinars are coming up early in March,

On March 5, Wise Marketer Research tackles The Loyalty Illusion: What American Consumers Reveal About the Gap Between Being a Member and Being Committed
Fan engagement in professional sports is the topic on March 10, featuring a discussion among NASCAR and Churchill Downs/Twin Spires, sponsored by Capillary.

Job opportunities from Baesman, ebbo and Engage People are available. If you are searching for a new opportunity or have a job to post, send us your information.

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

Bill Hanifin, Managing Editor, The Wise Marketer

Short Takes

Discover the New Frontier of Fan Engagement with NASCAR & Twin Spires [Webinar]

Fan Engagement is a hot topic. And while many major league sports organizations are only just now catching up to the digital economy, NASCAR and Twin Spires have been leading the way and exhibiting success in their respective markets for years. Register here for this event on March 12, 1pm ET.

This webinar, sponsored by Capillary Technologies, features Donald Baal, owner of Fan Rewards at NASCAR, Darin Zoccali, Director of Loyalty & Retention at TwinSpires | Churchill Downs Incorporated, and Dena Escobedo, SVP Customer Success at Capillary in a conversation that will open your eyes to the future of fan engagement.

Airbnb CEO Announces Testing of a New Loyalty Program with a New Model

Airbnb CEO, Brian Chesky, stated that Airbnb is exploring various loyalty initiatives that could become a massive growth accelerator for the travel company. These tests come as Airbnb looks to further capitalize on its dominant position in the global travel market and build on its previous successes without traditional hotel chains’ loyalty models.

Chesky has hinted that this new model is not going to be a conventional points-based system. Instead, Airbnb’s version of loyalty will emphasize meaningful benefits, such as priority bookings, exclusive discounts, and enhanced services for frequent travelers.

Bank of America Expands Loyalty Program to Attract More Customers

Bank of America plans to launch a new loyalty program called BofA Rewards that will extend rewards to a wider range of customers, as U.S. lenders race to deepen relationships with retail clients.

Perks from the new program include credit card rewards bonuses, cash back deals, discounts on home and auto loans, and enhanced fraud monitoring. Since its launch in 2014, the bank’s preferred rewards has grown to more than 11 million members. The new program will go into effect on May 27, 2026.

Points Africa Raises $2 Million in Bid to Build a Loyalty Coalition for Africa

The Ghana-based fintech believes the fragmentation of loyalty programs represents an opportunity to change the loyalty landscape across the content. The startup is building what it describes as Sub-Saharan Africa’s first shared loyalty network, a system that allows multiple merchants to issue and redeem a single reward currency to its users.

To support that vision, it has raised $2 million from VestedWorld, an early-stage venture capital firm. The funding will be used to finance its rollout in Ghana, strengthen its infrastructure, and support expansion into new African markets over the next 18 months.

The Loyalty Illusion: New Research from Wise Marketer [Webinar]

WMG’s latest Wiser Research U.S. consumer study — insights from 2,000+ shoppers active in loyalty and rewards programs across Home Improvement and Convenience & Fuel retail – discovered a Loyalty Illusion where 98% of consumers express loyalty to brands but only 1 in every 3 actually mean it.

Join Bill Hanifin on March 10, 1pm ET as he sits down with Aaron Dauphinee in this webinar to unpack what American consumers reveal about the gap between being a member and being committed. Together, they’ll explore why membership numbers can be misleading, what’s driving customer defection, and the strategies separating programs people ignore from programs people love.

Taco Bueno Launches First-Ever Loyalty App

Sun Holdings was founded in 1997 and is one of the nation’s leading multi-brand restaurant, retail, and hospitality organizations, operating more than 1,800 locations across the United States. One of their brands, Taco Bueno announced the launch of its brand-new mobile app, marking the brand’s first-ever loyalty program in company history.

Guillermo Perales, Founder and CEO of Sun Holdings, said “As our first loyalty program for Taco Bueno, the app allows us to deepen our connection with our guests, introduce new digital innovation, and continue expanding in ways that bring even more value to our customers.”

New Look’s new loyalty program hits a million members ahead of plan

Fashion retailer New Look, popular in the 18-44 womenswear sector, said its new Club New Look loyalty program has crossed the million-member threshold, “marking a significant milestone in the brand’s digital transformation and customer engagement strategy”.

Launched nationally last October, the company noted that over 80% of members are active within a 90-day period and loyalty members “have driven uplift in both frequency and retention, shopping two times more frequently than non-members”.

China Airlines and Plusgrade Launch Loyalty Capabilities for Dynasty Flyer Members

Plusgrade, a global leader in ancillary revenue solutions, announced the launch of new loyalty products for Dynasty Flyer, the frequent flyer program of China Airlines, a Taiwan-based carrier.

This partnership, powered by Points, Plusgrade’s loyalty business unit, enables members to Buy, Gift, and Reinstate miles – marking the first time these features are available within the Dynasty Flyer program.

NFTC Urges Administration and Congress To New Approaches after Landmark IEEPA Decision

After the US Supreme Court ruled against the sweeping tariff plan put in place by the Trump Administration, National Foreign Trade Council (NFTC) President Jake Colvin issued a statement, saying, “In the short-term, this ruling could increase uncertainty as companies digest the impact of this decision, but ultimately should bring longer-term relief for American businesses and consumers. “We hope the administration will seize this opportunity to recalibrate its approach rather than rushing to replicate some or all of the tariffs through other means. “

Maine Lawmakers Advance Bill Banning Sale Of Location Data

The Maine House of Representatives passed a privacy legislation bill that would restrict companies’ ability to collect data and target ads and would ban the sale of precise location data. Around 20 states have passed comprehensive privacy laws since 2019, and at least nine others are currently considering such laws.

Among other provisions, the proposed law would require companies to allow Maine residents to opt out of the use of their personal data — meaning information that’s linked or linkable to devices or consumers — for behaviorally targeted advertising.

Ericsson and Mastercard Enhance Global Digital Money Movement

Ericsson and Mastercard announced a collaboration to reshape how money moves across the world. By integrating the Ericsson Fintech Platform (Mobile Financial Services) with Mastercard Move, Mastercard’s portfolio of money movement solutions, the collaboration will empower telecom service providers, banks and fintechs to expand digital wallet capabilities, launch new payment services and reach unbanked or underbanked communities.

Financial inclusion and accessibility are key focuses of the collaboration. Mastercard Move enables money movement across more than 200 countries and territories, connecting more than 17 billion endpoints, and supporting transactions in 150 currencies.

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 Illusion of Consent and the Future of Permission-Based Marketing

In an economy built on insight, permission may be the rarest asset of all. And this article promotes the idea that the companies that thrive over the next decade will not simply be the ones with the most data. They will be the ones with the most permission.

Highlighting some key points that you can learn more about by attending one of our Loyalty Academy workshops, the author proposes the idea that markets work best when participants are informed, empowered, and free to choose. The same principle applies to data. When customers are treated as silent data laborers, resentment accumulates. When they are treated as partners, trust compounds.

What? New Research From NewtonX Shows Companies Haven’t Cut Staff Due to AI

You need to read this. According to proprietary data prepared for ADWEEK by the research firm NewtonX, most organizations report little to no AI-driven headcount reduction. At the same time, a majority of marketers say their day-to-day responsibilities have shifted, with expectations rising around speed, complexity, and output.

Apparently, artificial intelligence isn’t eliminating marketing jobs at scale, but it is changing what those jobs demand. The survey collected responses from 501 advertising decision-makers in the U.S. and Canada, split between 82% brand marketers and 18% agency leaders. Twenty percent of respondents are at the C-level.

Retailers Passing on Merchant Service Fees Are a Threat to Customer Loyalty

Merchants are juggling a double-edged sword by passing on merchant service fees to their customers. On one hand, they see surcharges as a justified hedge against interchange fees, while alienating consumers with annoying and unnecessary fees. Is it worth losing a customer over a 4% surcharge?

Take heart in research from J.D. Power that shows 35% of surveyed small businesses are passing on credit card transactions. Among merchants that surcharge, 32% said customers cancel a purchase when the fee appears at least some of the time. This is an important issue to follow.

New Loyalty Roles Available

Ebbo is seeking a results-oriented Director of Business Development who will be an integral member of its team. To learn more and apply, please navigate here.

Engage People has an opening for a Client Director, Client Success. Please visit this link to learn more and apply if interested.

Baesman is seeking to add a Strategic Manager, Loyalty. Read the job description and apply here.

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