The Points Guy Releases First State of Loyalty Report, Finds Americans Prefer Everyday Rewards Over Travel Perks: The Points Guy (TPG) has released its inaugural 2026 State of Loyalty Report, revealing that American consumers increasingly value loyalty programmes that deliver immediate, tangible benefits on everyday purchases rather than aspirational rewards such as airline miles, hotel upgrades and elite status.
The report examines how Americans use and perceive loyalty programmes across credit cards, dining, retail, fuel and travel. It highlights a growing preference for rewards that are easy to earn, understand and redeem, offering insights into changing consumer expectations and the challenges brands face in building genuine customer loyalty.
According to the findings, fuel loyalty programmes rank highest in perceived value, with 58% of respondents identifying them as valuable. Credit card programmes follow at 55%, while retail programmes rank at 49%. Airline and hotel loyalty programmes trail behind at 35% and 34%, respectively.
The results suggest that consumers increasingly prioritise practical savings and straightforward rewards over benefits that require extensive planning or complicated redemption processes.
Immediate Rewards Drive Consumer Preferences
The report found that Americans favour loyalty benefits that deliver visible savings at the point of purchase. Discounts on fuel were valued by 88% of respondents, followed by cash back at 84%, free food at 84% and instant retail discounts at 78%.
By comparison, aspirational benefits, including elite status, exclusive experiences and cross-brand rewards, ranked among the least preferred options.
Brian Kelly, founder of The Points Guy, said the findings reflect the growing divide in consumer spending power and expectations. Everyday consumers tend to prioritise immediate savings at petrol stations and restaurants, while higher-income consumers often seek seamless travel experiences and premium benefits.
Despite these differences, the report identifies a common expectation across consumer groups: loyalty programmes must deliver meaningful value to maintain customer engagement.
Popularity Does Not Always Translate Into Better Rewards
The research also highlights a gap between the programmes consumers frequently use and those that provide the strongest returns.
Starbucks leads dining loyalty programme popularity, with 35% of respondents identifying it as a preferred programme. However, TPG’s analysis found that Domino’s and MyMcDonald’s can offer stronger returns towards an initial reward.
In retail, Target Circle leads programme popularity at 28%, although other retailers may provide better baseline returns.
Similar differences appear in travel loyalty programmes, where the most widely used airline and hotel schemes do not necessarily offer the highest redemption value per point.
These findings suggest that brand familiarity and convenience often influence participation more strongly than the actual financial value of rewards.
Loyalty Membership Does Not Guarantee Customer Retention
Enrolment figures also reveal challenges for brands seeking to turn membership into sustained customer loyalty.
Nearly half of Americans are enrolled in retail loyalty programmes, at 46%, or dining programmes, at 47%. However, only around one in five members in these categories regularly redeems rewards.
Furthermore, half of retail and dining loyalty members said their rewards programmes typically do not influence where they shop or eat.
The influence of rewards appears stronger in categories where benefits are automatically earned or applied. Only 28% of credit card loyalty members and 34% of fuel loyalty members reported that their programmes typically do not influence their choices.
The findings underline an important distinction for marketers: attracting programme members is not the same as changing consumer behaviour or encouraging repeat purchases.
Fast-Food Rewards Deliver Competitive Returns
Dining loyalty programmes emerged as a category offering surprisingly strong returns.
According to TPG’s analysis, dining programmes delivered a median return of 12% towards a first free-food reward. MyMcDonald’s offered a return of 16.6%, while Domino’s provided returns of up to 25% on qualifying purchases.
These figures demonstrate how frequent, relatively small transactions can generate meaningful rewards when programmes are designed around accessible redemption thresholds.
For restaurant operators, such programmes can also provide opportunities to encourage repeat visits, strengthen customer relationships and compete in a crowded food-service market.
Premium Credit Card Benefits Face Resistance
The report also points to limitations in the premium credit card market. Nearly four in five consumers said they would not be willing to pay a higher annual fee for additional premium benefits or exclusive access.
Only 40% of credit card loyalty members felt confident they were maximising their rewards.
The findings suggest that consumers may prefer to make better use of an existing card’s benefits rather than pay for additional perks that they may not fully understand or use.
For financial institutions, this creates an opportunity to improve customer education, simplify benefit structures and communicate the practical value of rewards more effectively.
Implications for Brands and Loyalty Marketers
The 2026 State of Loyalty Report offers important lessons for businesses operating loyalty programmes across retail, hospitality, travel, restaurants and financial services.
Brands may need to focus more heavily on simplicity, transparency, convenient redemption and rewards that align with everyday consumer needs. Programmes that require excessive effort to understand or use risk losing their influence over purchasing decisions.
The findings also reinforce the importance of measuring loyalty beyond membership numbers. Redemption rates, repeat purchases, customer engagement and the extent to which rewards influence spending can offer a clearer picture of programme effectiveness.
As customer expectations evolve, businesses that combine relevant incentives with convenient experiences may be better positioned to strengthen relationships and encourage long-term engagement.
About the Report
The 2026 State of Loyalty Report was commissioned by The Points Guy in partnership with data analytics firm YouGov. It is based on a nationally representative survey of 2,158 U.S. adults, with an average sample size of 681 respondents within each specific loyalty category.
The study examines consumer perceptions and behaviours across travel, dining, retail, credit cards, fuel and other everyday loyalty categories.
The report expands The Points Guy’s established expertise in points and miles into the broader loyalty industry, offering a snapshot of how Americans evaluate rewards and what they expect from the brands competing for their business.
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