86% of US Firms Plan Bigger Loyalty Budgets, arrivia Survey Finds
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.