Asia Pacific Loyalty Awards 2026 finalists revealed

The Asia Pacific Loyalty Awards has named finalists for its 2026 programme, as organisers reported a sharp rise in entries with brands across the region placing greater emphasis on customer retention and repeat spending.

Run by the Australian Loyalty Association, the awards recorded a 50% increase in entries from Australia, New Zealand and other Asia Pacific markets. The programme spans 18 categories across retail, financial services, quick service restaurants and travel, along with awards recognising digital technology, artificial intelligence, and social or sustainability initiatives.

Finalists named

The shortlist spans banks, retailers, travel groups, telecommunications providers and energy companies. Finalists for 2026 include Z Energy, Accor Hotels, Commonwealth Bank, Westpac, Woolworths Group, Flybuys, Telstra, Virgin Money, Myer, David Jones, Genesis Energy, McMillan Shakespeare, Dan Murphy's, Priceline, The Distributors, The Iconic, Mitre 10, NRMA, IGA, Motor Culture, Prezzee, Adore Beauty, Luxury Escapes, Red Rooster, Schnitz, One New Zealand, Bridgestone Tyres, AAMI and Foodstuffs.

The list highlights the breadth of loyalty activity across consumer-facing sectors. Airlines and hotels have long used points and status tiers, while supermarkets and banks have expanded their offers through partner ecosystems and card-linked propositions. Energy and telecommunications providers have also increased their focus on retention, often through bundled services and app-based engagement.

Best Overall Loyalty Program is split across multiple sectors, with categories covering retail, financial services, quick service restaurants and travel. Additional categories recognise digital technology, AI, and social or sustainability initiatives.

Submissions were assessed by an independent judging panel of senior loyalty, marketing and customer experience specialists from across the region.

Partners and platforms

Organisers also highlighted technology and service partners supporting submissions, including Mastercard, Eagle Eye, Ellipsis, Ascenda, Simplicity Loyalty, Wink, Talon.One, Gratifii and Tall Bob. Several partners worked with more than one finalist, reflecting how loyalty programmes increasingly rely on external platforms for personalisation, partner settlement, offer management and analytics.

The partner list also points to a broader operational shift. Many brands now use hybrid models that combine in-house marketing and data teams with specialist providers for campaign execution and programme infrastructure. This approach has become more common as loyalty schemes expand across channels, integrate with payments, and add features such as targeted offers and member pricing.

Retention focus

Interest in loyalty has increased as consumer spending becomes harder to predict and competition for share of wallet intensifies. Brands in high-frequency sectors often use points and discounts to shape shopping behaviour, while others focus on reducing churn through recognition and benefits that competitors cannot quickly replicate.

The Australian Loyalty Association said the increase in entries also reflected growing activity outside Australia, particularly in New Zealand and other parts of the region.

Sarah Richardson, CEO of the Australian Loyalty Association, linked the breadth of submissions to the growth of loyalty industry bodies across Asia Pacific.

"The quality of submissions received for the 2026 Asia Pacific Loyalty Awards has been exceptional, with particularly strong growth from New Zealand and across the broader Asia Pacific region. As the New Zealand Loyalty Association and the Southeast Asia & India Loyalty Associations continue to grow, the Awards will become larger, more relevant and increasingly prestigious. This year's finalists exemplify how loyalty has evolved beyond traditional programs to deliver meaningful, long-term value for both customers and organisations."

Beyond points

Many loyalty programmes began as points-for-purchases schemes, but the market has shifted towards broader engagement models. Brands now use member-only pricing, personalised offers, partner rewards, early access to products and app-based experiences. These changes often increase the amount of first-party data collected through sign-ups and repeat interactions, which brands then use to shape communications and product offers.

Miranda Bliss, Head of Loyalty at Miele, said the submissions reflected shifting priorities across the sector.

"The quality of submissions clearly demonstrates how critical loyalty programs have become. Organisations are moving beyond just points-based models to build emotional engagement. As brands seek better data to deliver highly personalised and relevant experiences, loyalty teams are providing the infrastructure that enables this transformation," Bliss said.

Winners will be announced at a gala event at Sofitel Melbourne in March, bringing together loyalty, marketing and customer experience leaders from across the region.