In challenging economic times, making every programme count is crucial. Discover insights, strategies, and tools that help leading companies optimise loyalty for profitability.
Our reports and articles provide the insights to power programme profitability. Find out how to unlock potential profit, drive up margins, measure true incrementality, create profit rather than cost centres, make the case for investment and leverage long-term success from loyalty.
Loyalty
Value Vault
Driving value from your loyalty programme
Unlocking the profit potential in loyalty programmes
Incrementality or Illusion?
Measuring what matters in loyalty
Loyalty programmes are commonly leveraged to create additional revenue....
Loyalty programmes can absolutely foster customer retention, drive revenue growth and generate incremental profit. However, many fail to realise their full potential.
Measuring accurately, evaluating areas of under-performance and taking action means businesses can drive up gross margin by at least 10%. Here we delve into the nuanced challenges loyalty programmes present, looking to Collinson’s research to identify some of the profit ‘pitfalls’ and the opportunities for unlocking it.
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Unlocking the profit potential in loyalty programmes
Short report
Our research has shown that 62% of loyalty operators are not able to track...
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Incrementality and the C-suite: key for loyalty investment
Most relatively mature loyalty programmes generate positive Return on Investment...
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Loyalty that really counts
Why incrementality is everything
What really counts in loyalty? Incrementality. It’s everything and here’s why…
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Measuring loyalty: Are you missing the mark?
Loyalty really can create value – that’s widely appreciated in a global marketplace...
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Each playbook is designed to help you turn loyalty into a profit engine. Discover how to unlock hidden value, increase margins, measure true incrementality, shift programmes from cost centres to revenue drivers, build a stronger case for investment, and deliver long-term commercial impact.
Measuring what matters in loyalty
Our research shows a staggering 62% of companies can’t accurately measure
incremental profit from loyalty programmes. Don’t fall into that statistic.
With our advice, we’ll show you how to discover the true value of loyalty.
The five elements for determining incremental value in loyalty schemes.
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The Collinson Loyalty Landscape
2024 edition
Financial Services Sector
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The Collinson Loyalty Landscape
2024 edition
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The Collinson Loyalty Landscape
2024 edition
Travel, Transport & Hospitality Sector
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The UK Loyalty Landscape
2022 edition
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The UK Loyalty Landscape
2022 edition
Consumer view
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Assess your Loyalty Programme Maturity
Is your programme up there with the best?
Within our 2024 Loyalty Landscape research study, Collinson benchmarked 300 global programmes. Taking just 10 minutes to answer, our 15 most insightful questions reveal how your programme compares to those within our study. The Loyalty Maturity Assessment is a great first step towards future-proofing your programme.
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The Collinson Loyalty Landscape
2024 edition
Travel, Transport & Hospitality Sector
INFOGRAPHIC
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The Collinson Loyalty Landscape
2024 edition
Retail Sector
INFOGRAPHIC
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Industry Insights
Profitability Playbooks
Loyalty Landscape
Quick Reads & Tools
Case Studies
Case Studies
Quick Reads & Tools
Loyalty Landscape
Profitability Playbooks
Industry Insights
Loyalty in Car Rental Strategic Overview
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Loyalty in Automotive Strategic Overview
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Loyalty in Luxury Retail
Strategic overview
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Contact Collinson
Ask about our ROI tool and unlock the true value of loyalty.
Stephen Gilbert
Vice President Salesforce Loyalty
Click here to contact me
Contact Collinson
Ask about our ROI tool and unlock the true value of loyalty.
Stephen Gilbert
Vice President Salesforce Loyalty
Click here to contact me
Contact Collinson
Ask about our ROI tool and unlock the true value of loyalty.
Stephen Gilbert
Vice President Salesforce Loyalty
Click here to contact me
Contact Collinson
Ask about our ROI tool and unlock the true value of loyalty.
Stephen Gilbert
Vice President Salesforce Loyalty
Click here to contact me
Contact Collinson
Ask about our ROI tool and unlock the true value of loyalty.
Stephen Gilbert
Vice President Salesforce Loyalty
Click here to contact me
Inside Eurostar's Bold Loyalty Overhaul
Visit our website for more case studies
Click here
Loyalty in Financial Services Strategic Overview
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Loyalty in Insurance
Strategic Overview
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Hotel Loyalty
Strategic Overview
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Loyalty in Sport Strategic Overview
Loyalty in Retail
Strategic overview
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Loyalty in Retail Insights & Obstacles
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Airline Loyalty
Collinson Inside Track
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Loyalty in Financial Services Collinson Inside Track
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Loyalty in Retail
Collinson Inside Track
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Industry Overviews
At-a-glance overviews on what’s now and next in loyalty | Aimed at industry professionals | Read time 5 minutes
Reports
The inside track on what’s now and next in loyalty | A must-read for loyalty leaders | Read time 15-20 minutes
Demystifying AI and leveraging it in loyalty
AI is hitting the headlines frequently right now and there is much debate about how it will shape the future. However, the truth is that we are already surrounded by AI, with many of us enjoying its benefits (knowingly or otherwise) across a plethora of AI-enabled devices. It’s here to stay, its applications will grow and there will undoubtedly be disruption as a result.
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Loyalty in Luxury Retail
Collinson Inside Track
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Loyalty in Retail
Barriers & Breakpoints
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Airline Loyalty Strategic Overview
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The Collinson Loyalty Landscape
2025 edition
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Research insights from over 600 loyalty leaders
Discover how the loyalty landscape continues to shift and sharpen in line with evolving customer expectations and rapid innovation. Find out how programmes are performing, where loyalty operators are investing — and, for the first time, uncover the psychology powering loyalty.
NEW
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Nearly 70% of UK and European programmes have been active for over three years
Loyalty is mainstream
Psychological programme design principles are in evidence but only a third of operators design for emotional connection
NEW
Psychological intent
Around three-quarters of respondents believe loyalty contributes to business success, yet only two-thirds are fully confident in ROI measurement
Confidence is strong, but proof lags
Most UK brands operate below £1M in spend; Europe has higher averages (£7.5M for operations, £5.1M for rewards).
Budgets are steady, not soaring
Over 85% of leaders expect engagement with loyalty to rise, driven by personalisation, AI and customer expectations
Optimism for the future
EXECUTIVE SUMMARY
Our annual research provides invaluable insights for loyalty operators across the UK and Europe, especially those looking to launch, evolve or transform schemes and outcomes.
This year’s survey — amongst over 600 loyalty leaders — looks at multiple aspects of loyalty, from programme design to performance and from investment priorities to psychology.
Three years ago, our research revealed market saturation, a lack of differentiation and customer fatigue. Last year’s survey showed that these factors had intensified with loyalty leaders having to consider adoption of AI, the blockchain and NFTs too.
Loyalty is now firmly embedded within the commercial strategies of UK and European brands. Nearly 70% of programmes have been active for more than three years, signalling maturity, permanence and a clear recognition that loyalty drives meaningful retention and revenue outcomes. However, the story of 2025 is not simply one of maturity; it is one of acceleration. Customer expectations are becoming more sophisticated, personalisation demands are rising and technology is reshaping how value is delivered.
Our research reveals a sector that understands the importance of loyalty but is still navigating how to realise its full potential. Most brands acknowledge the power of emotional connection, yet only a third intentionally design for it.
AI and behavioural science are emerging as critical tools but adoption is inconsistent. Confidence in impact is strong but robust ROI measurement remains elusive for many operators. These gaps show that loyalty’s evolution is well underway but far from complete.
At the same time, investment behaviours reveal a market balancing ambition with pragmatism. Budgets are steady rather than expansive, especially in the UK, where programmes tend to prioritise breadth over high-cost reward models. European operators are scaling more aggressively, supported by larger customer bases and cross-border ecosystems. Across both regions, the trend is clear: brands are shifting from transactional incentives towards data-driven, psychologically anchored engagement.
The future of loyalty will belong to the organisations that can turn data into insight, insight into personalisation and personalisation into long-term emotional affinity. To achieve this, brands must strengthen their measurement foundations, modernise their programme design and adopt technology that enables real-time, adaptive engagement. Loyalty is moving from programme to platform — becoming a central intelligence layer that informs the entire customer experience. This report explores how far the industry has progressed, where the gaps lie and what loyalty leaders must do to stay ahead.
2025 FAST FACTS
Research insights from
over 600 loyalty leaders
Discover how the loyalty landscape continues to shift and sharpen in line with evolving customer expectations and rapid innovation. Find out how programmes are performing, where loyalty operators are investing — and, for the first time, uncover the psychology powering loyalty.
The Collinson
Loyalty Landscape
2025-2026 edition