Let's Talk Loyalty

In this episode, we speak with Brad Anderson, Vice President of Hilton Honors at Hilton about how one of the world’s largest hospitality loyalty programs is evolving to deliver more value, flexibility and recognition for its more than 250 million members.

Brad shares how Hilton Honors fuels direct bookings, and strengthens hotel owner economics, while creating more meaningful experiences for guests through benefits, partnerships and news ways to stay. He also discuss recent updates to the award-winning program, including enhanced elite tiers and new rewards designed to give members more certainty and choice when they travel.

The conversation explores Hilton’s expansion across key international markets and its focus on delivering consistent yet locally relevant experiences across more than 9,200+ properties globally, while still reflecting the unique character of each destination. At it’s core, Hilton’s approach is rooted in listening to members and delivering stays that are not just seamless, but memorable – turning travel moments into lasting connections.

Hosted by Bridget Blaise-Shamai

Show Notes:

1)Brad Anderson

2)Hilton Honors

3)Hilton Worldwide Holdings

4)The Ride of a LifeTime - Book Recommendation

From premium rewards to unforgettable luxury experiences, this back catalogue episode explores how the Chalhoub Group built MUSE — a loyalty programme designed for high-value customers and luxury brands alike.

Join Nida Unas, Former Head of Group Loyalty at Chalhoub Group as she shares how the brand adapted customer engagement strategies, introduced innovative loyalty solutions, and reimagined premium experiences across the Middle East.

Show Notes:

1) Nida Unas

2) Chalhoub Group

3) MUSE

4)#29: Rewarding Loyalty with Luxury Experiences.

In this conversation, Miranda Bliss, Head of Loyalty, CRM and Performance Manager explores how Miele’s loyalty strategy reflects the future of customer engagement—shifting from transactional programs to seamless, omnichannel experiences built on trust, simplicity, and long-term value. The discussion covers meaningful value exchange, the risks of over-engineered loyalty, and how data, AI, and privacy are shaping the next era of loyalty strategy.

Hosted by Carly Neubauer

Show Notes:

1) Miranda Bliss

2) Miele

3) Mindset by Carol Dweck - Book recommendation

From our best of the back catalogue, this episode is a must-listen for anyone serious about loyalty strategy.

Coalition programmes are famously difficult to execute—balancing multiple partners, complex data, and a compelling value proposition. But when done right, their impact can be extraordinary. Few examples prove this better than flybuys Australia, which signed up one million members in its very first week.

In this episode of Let’s Talk Loyalty, Phil Hawkins, Former Operations Director at flybuys, shares five powerful lessons from over 25 years in loyalty marketing. From managing partner ecosystems to delivering meaningful customer value at scale, Phil offers practical insights grounded in real-world success.

If you’re looking to understand what it really takes to build and sustain a high-performing loyalty programme, this episode remains as relevant today as ever.

Show Notes:

1) Phil Hawkins

2) flybuys

3)#26: Australia’s Favourite Loyalty Programme: flybuys — 5 Lessons Learned in 25 Years

This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.

In this episode, we unpack the fourth edition of the Understanding Loyalty in Europe 4.0 white paper — exploring what it reveals about loyalty across 24 European markets and what it means for brands today.

Our guests are Charlie Hills, Chief Strategy Officer, and James Davies, Strategy Director at Mando Together with YouGov, they’ve built a longitudinal view of loyalty across Europe, using a consistent loyalty gauge measuring programme membership, appeal, and impact.

The conversation centres on a key tension highlighted in the research: participation in loyalty programmes is widespread, yet emotional connection remains limited. We explore what sits behind this gap, and how it varies across markets.

A core takeaway from the white paper is that there is no single European loyalty strategy — only different levels of maturity shaped by local context. We discuss what this means in practice, and whether loyalty programmes still differentiate or have become an expectation, with many brands over-relying on mechanics over meaningful connection.

We also reflect on what the research signals for the future — reinforcing the need for continuous evolution, test-and-learn approaches, and programmes that are built around real customer value.

This episode offers a clear perspective on how to interpret the findings of Understanding Loyalty in Europe 4.0 — and how leaders can move beyond participation towards meaningful impact.

Hosted by Nyeleti Sue-Angel Nkuna

Show Notes:

1) Charlie Hills

2)James Davies

3)Mando.

4) Understanding Loyalty in Europe 4.0

5) The Lean Startup : Book Recommendation

6) Knowledge is Beautiful : Book Recommendation

In this episode of Best of the Back Catalogue, airline loyalty programmes set the benchmark for scale, data, and revenue — and Emirates Skywards stands out as a leading example. Dr. Nejib Ben Khedher shares how the programme has evolved over time, from digital transformation to delivering real value for both members and the business. A sharp, insight-led look at what’s working today — and what’s next for loyalty.

Show Notes:

1)Dr. Nejib Ben Khedher

2)Emirates Skywards

Scene+ is a Canadian customer loyalty the program that was born from the union of Cineplex's SCENE program and Scotiabank's Scotia Rewards, and it has grown dramatically since. Today, Scene+ has more than 15 million members and is co-owned by Scotiabank, Empire Company Limited (2nd largest food retailer, Sobeys and other brands), and Cineplex (largest movie theatre operator). It spans categories including entertainment, groceries, travel, banking, home improvement — and now, as of early 2026 in partnership with Shell, fuel — making it one of the most comprehensive loyalty ecosystems in Canada.

Wise Marketer Group's CMO Aaron Dauphinee sits down with the President of Scene+, Tracey Pearce to have a candid conversation about the growth at Scene+, how and why the loyalty landscape has shifted in Canada, and her focus on maximizing value for her members.

Show Notes:

1) Tracey Pearce

2)Scene+

3) Wolf Hall - Book Recommendation

This Best of the Back Catalogue episode revisits the story of an award-winning UK loyalty programme from British Gas, created to drive real customer appreciation in a highly regulated and competitive market.

Featuring insights from Charlie Hills from Mando and Cathryn (Lewis) Lodwidge, Former Head of Customer Marketing at British Gas we explore how British Gas Rewards moved away from complexity to deliver simplicity, exclusivity, and measurable impact—successfully reducing churn and increasing NPS across millions of customers.

A powerful reminder that with the right vision, data, and leadership support, loyalty programmes can be built at speed and scale while delivering meaningful customer value.

Show Notes:

1) Cathryn (Lewis) Lodwidge

2)British Gas Rewards

3)British Gas

4) #16: British Gas Rewards - Award Winning Loyalty Programme

Created through a year of expert collaboration, authors Paula Thomas, Laurent Guinand, and Rich Long reveal the brands building extraordinary customer communities with memberships reaching into the hundreds of millions.

In this episode, you’ll:

• Discover which are the largest loyalty programs on the planet
• Discover the ONLY program in the world which boasts over half a BILLION members
• Find out the 10 programs with over 200 million members each
• Plus uncover an amazing list of brands with over 100 million members each

If you’re passionate about loyalty like we are, this is an episode you won’t want to miss.

DOWNLOAD this landmark industry publication—bringing together deep industry experience and a shared passion for loyalty at scale.

This episode is sponsored by Capillary Technologies and hosted by Megan (Sherrell) Fiorendino.

Show Notes:

1) The World's Largest Loyalty Programs™

3) Paula Thomas

4) Laurent Guinand

5) Rich Long

We’re revisiting one of our standout conversations from the archives in this Best of the Back Catalogue episode. Originally released in November 2019, this discussion features insights from KPMG, one of the world’s leading professional services firms and part of the “Big Four,” with operations in over 150 countries.

In this episode, we explore KPMG’s advisory work in customer experience and loyalty, along with key findings from its global research report, “The Truth about Customer Loyalty”. The report uncovers what truly drives consumers to return to brands, challenging conventional thinking around loyalty and engagement.

We also revisit an in-depth interview with Selim Tanfous, Former Associate Director at KPMG Lower Gulf, who breaks down the findings of the report and shares expert perspectives on how businesses can build stronger, more lasting customer relationships.

A timeless conversation that remains highly relevant for anyone interested in customer experience, loyalty, and brand strategy.

Show Notes:

1) Selim Tanfous

2)The Truth About Customer Loyalty - 2019 edition

3)Customer Experience Report 2019 edition.

4)Me, My Life, My Wallet (2018 KPMG Loyalty Research Report)

Other Loyalty Resources:

5)Loyalty 360 - The Association for Customer Loyalty