The Loyalty NewswireJanuary 27, 2025

This week’s Customer Loyalty and Digital Marketing News
From the Editor – Gear up for Loyalty Summit CXM February 5-6 in Los Angeles
The Loyalty Summit CXM is coming up NEXT WEEK and we hope to see you there. Conference Chair Phil Rubin has created an agenda designed to explore how loyalty can get “unstuck” to meet its full potential and best serve customers.
A significant set of customer-focused leaders will join in the same room for two days – Presidents, CMOs and other C-level executives and more from leading global brands. All the information you need to register is here. Wise Marketer is a media partner for the event. See you there!
As you browse through this week’s Global News Roundup, you will find news on loyalty programs operated by notable brands Starbucks and Qantas, as well as news of several new program launches and some nifty statistics on the impact of customer loyalty from the newly released Brand Keys Customer Loyalty Engagement Index (CLEI).
Stay. Loyal. Always.

Managing Editor, The Wise Marketer
Global News Roundup
CRMC Webinar Series Jan 29: Bath & Body Works “Driving Success & Impact Through Customer & Associate Advocacy”
The CRMC Webinar series is kicking off this WEDNESDAY January 29, 1pm ET with a great brand and a topic you don’t want to miss. Join Simone Pace—Head of Brand & Customer Strategy at Bath & Body Works—and Sean Claessen—Chief Strategy Officer at Bond— as they explore how the specialty retailer drives program success and business impact from a deep commitment to both associate and customer feedback, wants and needs.
A relentless sense of reciprocity, clear-eyed execution, and a strong sense of customer desire governs all decisions about the program, and larger customer engagement and loyalty experience. This type of loyalty appeals to all senses, makes sense to customers, and makes dollars and cents differences for the brand. The webinar is coming up next week and you can register here.
Starbucks Rewards Changes are On The Way
In its Q4 2024 Earnings call, Starbucks Chairman and CEO Brian Niccol stated “It is clear we need to fundamentally change our strategy to win back customers. ‘Back to Starbucks’ is that fundamental change. My experience tells me that when we get back to our core identity and consistently deliver a great experience, our customers will come back. We have a clear plan and are moving quickly to return Starbucks to growth.”
Now, changes to Starbucks Rewards are being leaked out gradually, one of which you can read here. The coffeehouse giant has confirmed that after Tuesday, January 28, there will be a series of changes to the way customers can collect and spend points, known as stars. We’ll report back when official announcements are in public view.
QANTAS Announces New Benefits and Changes to Frequent Flyer Program
Qantas Frequent Flyers will soon have access to more premium cabin reward seats and partner airlines, the lowest Economy reward seat fares in Australia and the ability to earn more points when flying, in a series of changes to the airline’s loyalty program. The changes will also see the first increase to Classic Reward seat fares in six years.
The new loyalty program changes announced for members over the next 12 months, include:
- Boosting the number of points members will earn on Qantas domestic flights by up to 25%
- Introduction of the lowest one-way Economy reward seat in Australia
- Unlocking up to 1 million more Classic Reward seats
Hard Rock’s Unity loyalty program syncs with online casino and sportsbook
Unity by Hard Rock, the Hard Rock brand’s loyalty program, is now fully integrated with the company’s online casino and sportsbook products. Through the new integration, online players will automatically be enrolled in both Unity and the existing Hard Rock Bet Loyalty Rewards programs after registration.
Keith Sheldon, President of Entertainment & Brand Management at Hard Rock International and Seminole Gaming, said: “Integrating Hard Rock Bet into Unity will be a game-changer for guest engagement. This enhancement not only offers a fun, interactive way for guests to earn points when placing bets but also significantly boosts loyalty.”
Westgate Casino Joins Choice Hotels Loyalty Program
Choice Hotels has announced that Westgate Resorts, the operator of the Las Vegas Strip casino hotel of the same name, is now part of Choice Hotels International’s loyalty platform and available for booking on the hotelier’s website.
Maryland-based Choice operates hotels under the Radisson, Cambria, and Ascend Hotel Collection brands, among others. Its points program is known as Choice Privileges. Outlined in this press release, the addition of Westgate properties to Choice Privileges significantly expands the number of rooms available to members of the loyalty plan.
Jeff’s Bagel Run Introduces Loyalty Program to Reward Devoted Bagel Fans
As a fast-growing brand with 12 locations across multiple states, Jeff’s Bagel Run continues to innovate while maintaining the handmade quality and customer focus that first made it a local favorite. With the launch of its proprietary loyalty app, customers can earn points on every purchase made both in-store and on the app. Points are redeemable through the app for fan-favorite items like bagels, spreads, and coffees.
The program is designed to thank loyal customers while offering a seamless and rewarding experience. For a limited time, all users who create an account will be rewarded with enough points for a free bagel. The Jeff’s Bagel Run Loyalty App is now available for download on both iOS and Android devices.
GLOBAL HOTEL ALLIANCE Wraps up 20th Anniversary Year with Record-Breaking Results
From this press release, GHA DISCOVERY reports revenue was up 16% to an all-time high of $2.7 billion. Member engagement grew, as repeat stay revenue increased 15% to $1.6 billion. Sought-after cross-brand stay revenue was up 28% to exceed $370 million.
3.2 million new members joined GHA DISCOVERY pushing the total to 30 million, up 18%. D$ redemption almost doubled to D$20 million, with December setting a new record. The Dubai based hotel chain clearly celebrated its 20th anniversary year with fantastic results.
2025 Brand Loyalty Awards
The 27th annual Brand Keys Customer Loyalty Engagement Index (CLEI) surveyed more than 81,000 consumers aged 16 to 65, examining their attitudes toward and their relationships with 1,100 brands in 104 categories. The yearly study is designed to determine the drivers of brand loyalty, including how the consumer views the category, compares offerings and ultimately buys the product.
The 2025 research revealed the following economic facts about loyalty:
- It now costs 15 to 22 times more to recruit a new customer than to keep an existing one
- An increase in loyalty of 5% can increase lifetime profits per customer by as much as 86%
- Depending on the sector, an increase in loyalty of 2% can be the equivalent of a 28% across-the-board cost reduction program
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Stay. Loyal. Always.
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