Rocket Travel by Agoda has unveiled a new industry report that redefines how travel brands approach customer loyalty amid shifting consumer expectations.

The report, titled “The Loyalty Value Playbook: Redemption Experience and Cash Spend as the New Benchmarks for Customer Growth,” was developed with travel intelligence firm Skift.

It warns of a growing “loyalty value gap” between what travelers want and what loyalty programs deliver, as 77% of consumers now say they are more likely to abandon a program than they were three years ago.

The playbook outlines six key strategies for improving loyalty effectiveness, emphasizing personalization, redemption clarity, and integrated customer experiences.

It recommends brands use AI-driven data tools, transparent pricing, and exclusive perks such as flexible check-in and late checkout to strengthen engagement and repeat bookings.

Rocket Travel by Agoda said the guide aims to help companies adapt to evolving traveler needs and minimize point breakage, noting that about half of all earned loyalty points go unredeemed.

The report combines original research, case studies, and expert insights to show how seamless, personalized reward systems can build trust and drive revenue growth across airlines, hotels, and other travel sectors.