Loyalty Investment Is Rising, but U.S. Consumers Want More From Their Rewards Programs

New arrivia research finds 90% of consumers expect to remain loyal to their preferred brand or organization, yet only 32% say its rewards program consistently exceeds expectations.

SCOTTSDALE, Ariz., Nov. 9, 2026 — U.S. businesses are preparing to increase loyalty program investment, with 86% of decision-makers expecting growth in loyalty program budgets and spending on travel benefits and engagement technology over the next two years, according to new research from travel technology company arrivia. Rewards and redemption experiences top the list of planned upgrades, followed by loyalty platform technology and AI-enabled tools.

Published today, Beyond Enrollment: The Wins, Losses and Opportunities in Loyalty draws on surveys of over 2,000 U.S. consumers and 250 loyalty and benefits decision-makers across six sectors in the United States. It examines how companies can respond to member expectations and generate greater commercial returns from existing customer relationships by encouraging more active participation, redemption, repeat purchases and spending.

Consumers identified several incentives for participating more often in loyalty and rewards programs. Forty percent want more valuable everyday rewards, while 32% favor bigger, more exciting rewards they can earn over time. They also want benefits that match their lifestyle and needs and are easier to earn and redeem.

The research also reveals how loyalty priorities vary across industries, from the rewards consumers want to the benefits and technologies businesses are investing in:

• Financial services, including credit unions: Only 28% of financial services organizations surveyed offer cruise benefits, despite 71% of customers and members in this sector expressing interest in taking a cruise.
• Retail and membership: Better everyday savings would encourage 52% of consumers in this sector to engage more with their loyalty programs, compared with 40% across the overall survey.
• Insurance: Half of insurance organizations surveyed plan to increase investment in travel benefits and booking experiences over the next 12 to 24 months.
• Health and wellness: Sixty-three percent plan to increase investment in artificial intelligence, compared with 49% of businesses overall.

"Customers may renew their memberships or continue making purchases without ever using their rewards program. Strong retention doesn't necessarily mean the program is influencing their behavior," said Ashley Wilson, Chief Client Officer at arrivia. "With loyalty budgets rising, businesses must understand which rewards members want to earn and redeem, which benefits encourage additional spending and whether their investment is giving customers more reasons to engage beyond their usual purchases."

Travel Rewards Illustrate Where Consumer Interest and Program Availability Diverge

Two-thirds of consumers (66%) say a loyalty program offering travel and vacation benefits would be more valuable than one limited to discounts, points or cash rewards.

Cruises have considerable appeal to consumers, but many loyalty programs don't offer them as an earn or redeem option. Sixty-nine percent of consumers already have a cruise booked or are interested in taking one within the next three years, yet 45% say their loyalty or membership programs don't offer cruise benefits. The research also identifies limited access among suppliers as a barrier preventing businesses from offering these rewards.

Beyond Enrollment examines how businesses can improve loyalty program performance by translating strong customer relationships into greater member engagement, more frequent purchases and a larger share of member spending. It also explores how more relevant rewards, easier redemption and expanded travel benefits can help organizations achieve those goals.

Download Beyond Enrollment: The Wins, Losses and Opportunities in Loyalty.

For more information about arrivia's latest loyalty research, or to arrange an interview with Ashley Wilson, please contact Vanessa Horwell at [email protected].

SOURCE Arrivia