by Lacey Pfalz
Last updated: 11:40 AM ET, Mon February 9, 2026
Loyalty programs direct traveler behaviors, but they’re also increasingly “gamified” by travelers to maximize the benefits of the programs, according to a new three-part research series by our sister brand and research arm, Phocuswright.
The new reports found that travelers are using loyalty programs strategically to save money and receive the most value and convenience for their loyalty to a brand.
The vast majority of travelers are also “gamifying” their loyalty program behavior to get the most out of their programs. Eighty-four percent of travelers engaged in at least one “gaming” behavior in the past year, which could be something as simple as taking advantage of an airline gift card offer that provides them with bonus miles—and then using those gift cards for their own travel, thus earning some bonus miles for themselves that they can then use on a future flight.
Thirty-nine percent of travelers charged gift cards to earn points for future trips; 27 percent opened credit cards to receive a welcome bonus, with the intent to close those cards or reduce their spending after; and 16 percent boosted their own spending by making purchases for others to earn rewards.
“When we talk about loyalty in travel, the conversation often gets reduced to points and miles, but that misses the bigger picture,” said Madeline List, Manager, Research & Special Projects at Phocuswright. “Travelers are highly engaged with these programs and they are gaming them in very intentional ways, yet engagement alone does not equal loyalty. True loyalty is the result of consistently delivering value, reliable experiences and fair pricing over time.”
There’s also data suggesting that travelers might travel more to keep the loyalty status they’ve earned. One in five airline loyalty users said they flew on a trip they wouldn’t have taken, mainly to maintain their status. In contrast, one in four active hotel loyalty members stayed at a property they wouldn’t have chosen if they weren’t concerned about their own status.
Despite travelers using loyalty programs to get ahead on their travel plans, they also use them inconsistently: 57-68 percent of travelers who have one or more brands they consider their “go-to” brands still booked outside of those brands in the past year, including those with loyalty status.
Considerations like value, pricing fairness, reliability, and ease often outweigh loyalty programs as reasons travelers choose one brand over another. Loyalty programs can only “amplify” the attraction a traveler has to one brand over another, but it’s often not the deciding factor.
Phocuswright’s research also identified changes in consumer behavior due to the current economic climate: travelers are increasing the number of ways they redeem travel as they seek to spend less on leisure activities.
Generational differences also play a part. Younger travelers, like Gen Z adults and millennials, are more likely to try new things and experiment, saying that variety is more important than using the same brand, which may change branding and company behaviors in the future as these generations become more dominant.
“If there’s one thing I would emphasize, it’s that loyalty is not the product of an interaction with a program,” List added. “It’s the totality of all brand interactions over the customer lifetime. Points and perks can reinforce that relationship, but without strong product quality, fair pricing and experiences that work well, there’s no reason to expect a loyalty program to move behavior in a meaningful way.”
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