As brands face increasing pressure to retain customers in a volatile economic environment, loyalty has become a critical strategic battleground. The finalists announced today for the 2026 Asia Pacific Loyalty Awards demonstrate how leading organisations across the region are driving stronger customer engagement, trust and long-term value.

The Asia Pacific Loyalty Awards (APLAs), has recorded a whopping 50% increase in entries from Australia, New Zealand and across the broader Asia Pacific region. This surge reflects the growing importance of loyalty campaigns as a strategic driver of both customer and commercial outcomes.

Hosted by the Australian Loyalty Association (part of Loyalty Group APAC), the Awards continue to set the benchmark for best practice in loyalty strategy, innovation and customer experience across the Asia Pacific region.

Building on the strong momentum of previous years, the 2026 program, This year’s Awards span 18 categories, including Best Overall Loyalty Program across Retail, Financial Services, QSR and Travel, as well as Best Use of Digital Technology, Best Use of AI, and Best Social or Sustainability Initiative. All submissions were assessed by an independent panel of senior loyalty, marketing and customer experience experts from across APAC.

Among this year’s finalists are some of the most recognisable brands across the Asia Pacific region. Featured shortlisted organisations 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. Together, they reflect the depth, diversity and maturity of loyalty innovation across retail, financial services, travel, hospitality, energy and telecommunications.

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This year’s submissions were supported by a range of leading loyalty, technology and service partners, including Mastercard, Eagle Eye, Ellipsis, Ascenda, Simplicity Loyalty, Wink, Talon.One, Gratifii and Tall Bob.

The outcome of the awards is aligned with the latest trends in loyalty growth across APAC. Recent data shows the loyalty market in Asia Pacific is expected to grow by 16.3% on an annual basis to reach USD$35.83 billion in 2025. The loyalty market in Asia Pacific is forecast to continue to grow over the forecast period and is expected to record a CAGR of 13.8% during 2025-2029. In fact, the loyalty market is expected to increase from US$30.81 billion in 2024 to reach US$60.03 billion by 2029.

From a technology standpoint, the latest research also shows loyalty programs in Asia-Pacific are evolving toward super apps, gamification, AI-driven personalisation, and fintech integrations. The region is witnessing a rise in coalition loyalty models, subscription-based rewards, and ESG-linked incentives driven by digital transformation and changing consumer behaviors. Over the next few years, businesses that align loyalty strategies with digital ecosystems, sustainability efforts, and AI-powered engagement will lead to customer retention and long-term brand loyalty in APAC.

Sarah Richardson, CEO of the Australian Loyalty Association, said the calibre of loyalty programs in the region continues to rise alongside the expanding regional footprint of the Awards.

“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.”

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Miranda Bliss, Head of Loyalty at Miele, added:

“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.”

Winners will be announced at the Asia Pacific Loyalty Awards Gala, taking place on 19 March 2026 at Sofitel Melbourne, one of the region’s largest gatherings of loyalty, marketing and customer experience leaders.

Tickets to the Gala Event are available via the Australian Loyalty Association website.

Founded in 2008, the Australian Loyalty Association (ALA) is an esteemed organisation dedicated to providing thought leadership, educational resources, and networking opportunities to professionals within the loyalty industry.

The ALA currently boasts a membership base exceeding 4,500 individuals, including Chief Marketing Officers (CMOs), Chief Customer Officers (CCOs), Loyalty Managers, Marketing Directors, as well as professionals specialising in Insights, Technology, Customer Relationship Management (CRM), AI and Analytics. The ALA Advisory Board is composed of prominent loyalty experts from leading brands and loyalty service providers.

The ALA encompasses a diverse range of initiatives, including its Accredited Customer Loyalty Courses, the Asia Pacific Loyalty Conference, the Annual Loyalty Insights Report, the Loyalty Marketplace, the Young Members program, News and Content Hub, and Brand Membership.