Why experience-based loyalty programs are the future of brand engagement

Perrine Vallet
Apr 22
3 min read

Updated: Apr 23

Loyalty program series, part 3

Traditional loyalty programs aren’t enough anymore. Consumers, and especially  younger generations, value experiences over material rewards. This is why travel- based loyalty programs are the next big thing in brand engagement.

Travel-based loyalty and experiential marketing have been growing stronger  recently, and there are a number of reasons behind the trend:

Experiential rewards build emotional connections: a weekend retreat, an outdoor adventure, or an exclusive VIP event creates lifelong memories, forging deeper bonds with a brand. Research by McKinsey) indicates that brands fostering emotional loyalty can drive 3x higher lifetime value.
Exclusive experiences mean high perceived value: a brand-led adventure feels more valuable than a 10% discount. According to Bond Loyalty Report, 73% of consumers say they are more likely to engage with loyalty programs that provide unique experiences. An example of this is American Express Platinum cardholders who, in addition to VIP airport lounges, receive curated travel experiences, and private events, reinforcing exclusivity and loyalty
Travel-based loyalty encourages advocacy and help build a strong community: customers who experience something unique are far more likely to share their experiences on social media and recommend the brand to others. According to Nielsen , 92% of consumers trust recommendations from friends and family more than traditional advertising. Let’s look at Red Bull: their adventure-driven loyalty strategy offers elite fans the chance to attend extreme sports events, private athlete meetups, and adventure trips, turning their community into active brand ambassador

Travel-based loyalty and experiential marketing are perfect for all sorts of brands, and work exceptionally well for brands in sports, outdoor gear, luxury, and high-end retail. Today, major actors have already embraced the trend, in one way or another:

The North Face XPLR Pass gives members access to exclusive hiking experiences, VIP athlete meetups, and adventure travel perks, reinforcing its brand identity.
In luxury and hospitality, Marriott Bonvoy Moments lets members use loyalty points for one-of-a-kind experiences, such as Formula 1 VIP packages or private concerts with global artists.
Beauty and fashion are increasingly focusing on travels and experiences as well: consider LVMH-owned Sephora’s Gold members receive exclusive invitations to beauty retreats, makeup masterclasses, and international store events, making the loyalty program aspirational.

Wondering how your brand can implement travel-based loyalty?

There are many ways to get started. For instance, you could offer branded travel experiences. Outdoor brand you can provide adventure trips, while beauty brands can create VIP spa retreats. How about using rewards with tiered experiences too? Higher tiers unlock more exclusive or luxurious travel perks. You could also partner with experiential travel providers – may we suggest you explore how you can leverage Your Brand Travel’s platform to integrate seamless travel incentives into your loyalty strategy, in an impactful and cost-effective way?

To sum up and conclude our series on loyalty programs, trends clearly show that consumers crave connection, exclusivity, and adventure. Traditional loyalty programs no longer suffice. Instead, rands must go beyond transactions to create immersive, memorable experiences that turn customers into passionate advocates. Travel-based loyalty is the key to deeper engagement, long-term retention, and authentic brand storytelling.

With Your Brand Travel, you can seamlessly integrate travel-based loyalty into your brand strategy

We provide a fully managed, customized travel platform that enhances your customer relationships while maintaining your brand’s identity and values. Our automated, white-label travel solutions allow you to offer exclusive, meaningful experiences without costly intermediaries. Whether it's adventure trips, VIP getaways, or curated brand-led travel experiences, Your Brand Travel helps you move from brand storytelling to storydoing, so your customers don’t just hear about your brand, but get to live it.

Are you ready to strengthen your community, drive customer engagement, and redefine loyalty? Let’s talk!