Scottsdale – November 10, 2026 -- Some 86% of U.S. loyalty and benefits decision-makers expect their loyalty program budgets to grow over the next two years, with spending on travel benefits and engagement technology set to rise, according to new research from travel technology company arrivia.
The report, Beyond Enrollment: The Wins, Losses and Opportunities in Loyalty, draws on surveys of more than 2,000 U.S. consumers and 250 loyalty and benefits decision-makers across six sectors. Rewards and redemption experiences top the planned upgrades, followed by loyalty platform technology and AI-enabled tools.
Consumer loyalty is high, but only 32% say rewards consistently exceed expectations
Ninety percent of consumers expect to stay loyal to their preferred brand or organization. Only 32% say its rewards program consistently exceeds their expectations.
Forty percent of consumers want more valuable everyday rewards to participate more often, while 32% prefer bigger rewards earned over time. Respondents also want benefits that fit their lifestyle and are easier to earn and redeem.
Ashley Wilson, Chief Client Officer at arrivia, said that "strong retention doesn't necessarily mean the program is influencing their behavior." She added that businesses with rising budgets need to know which rewards members want, which benefits drive additional spending, and whether the investment gives customers reasons to engage beyond their usual purchases.
Cruise demand outpaces supply in financial services, where 71% of customers want a cruise but 28% of firms offer one
Sector findings show where priorities diverge:
- Financial services, including credit unions: Only 28% of organizations offer cruise benefits, while 71% of customers and members are interested in taking a cruise.
- Retail and membership: Better everyday savings would push 52% of consumers to engage more, against 40% across the full survey.
- Insurance: Half of insurers plan to raise investment in travel benefits and booking experiences over the next 12 to 24 months.
- Health and wellness: Sixty-three percent plan to increase AI investment, compared with 49% of businesses overall.
Two-thirds of consumers rate travel benefits above discounts, points or cash
Sixty-six percent of consumers say a loyalty program with travel and vacation benefits would be more valuable than one limited to discounts, points or cash rewards.
Sixty-nine percent of consumers have a cruise booked or are interested in taking one within three years. Yet 45% say their loyalty or membership programs offer no cruise benefits. The research identifies limited access among suppliers as a barrier to offering these rewards.
Survey covered 2,007 consumers and 250 business decision-makers at firms with 250+ employees
Arrivia surveyed 2,007 U.S. adults from July 22 to 29, 2026. Separately, it surveyed 250 U.S. manager-level and senior decision-makers involved in loyalty, rewards, benefits or engagement solutions from June 29 to July 14, 2026. Business respondents came from organizations with at least 250 employees across six sectors. Comparisons between the two studies are directional because consumers were not matched to the businesses surveyed.