The Loyalty Newswire from The Wise Marketer
This edition covers: 7 Brew, AI Advertising, Air India, Angel’s Pizza, Augeo, Australian Loyalty Association, Away.ai, Azamara, Barclays, Carnival Rewards, CLMP™, Delta, Dickey’s Barbecue, Digital Wallets, Dragonpass, ebbo, Ellipsis & Co, Emotional Intelligence, FlexiRoam, Gen Z, Grok, IHG Hotels & Resorts, Infobip, Kyros Insights, Leal Hub, Loyalty & Reward Co, Rafeeq, Rival Technologies, ShardLab, SkyAlps, Social Media Algorithms, SpaceXAI, StoreHub, Target, Telco Loyalty, Tims Rewards, Triangle Rewards, W.P. Carey
FROM THE EDITOR
The cruise industry doubled down on loyalty this week, and new research gave marketers a Gen Z wake-up call. Here's what stood out:
- Carnival Cruise Line overhauled its loyalty strategy in a single week, launching Carnival Rewards and a co-branded Barclays Mastercard® — the cruise industry's first card of its kind — while Starboard and Azamara debuted the sector's first onboard shopping rewards program.
- Canadian Tire and Tim Hortons linked Triangle Rewards and Tims Rewards, letting members earn Canadian Tire Money on Tims purchases — a clean example of cross-brand loyalty partnership.
- SkyAlps launched its first-ever frequent flyer program, joining a wave of regional carriers building loyalty infrastructure from scratch.
- New research from Rival Technologies found only 11% of Gen Z consumers feel brands understand them “really well” — a disengagement signal loyalty marketers can't ignore.
- Harvard Business Review reports AI-generated ads still underperform human-made ones, even when consumers can't tell the difference — a useful check on AI-as-shortcut thinking.
- Registration is open for Kyros Insights' September 24 webinar on proving loyalty ROI in the CFO's language, and seats are filling for the CLMP™ workshop with Leal Hub in Mexico City this October.
Bill Hanifin, Managing Editor — The Wise Marketer
SHORT TAKES
- [APAC] Singaporeans lead in digital wallet adoption but AI commerce trust lags
- [APAC] Angel’s Pizza launches new mobile app with Blessings Loyalty Program
- [APAC] FlexiRoam Signs Dragonpass Partnership for Hotel and Hospitality Loyalty Programs
- [EMEA] Loyalty & Reward Co open Dubai office
- [EMEA] Rafeeq (Qatar) launches Pearl Club, a five-tier loyalty program
- [Europe] Amsterdam founders launch Away.ai: an AI-based travel agent
- [Europe] Telco loyalty under pressure as 53% of consumers are open to switching mobile providers
- [India] Air India, IHG Hotels & Resorts forge loyalty partnership
- [US] Delta launches new perks for its business loyalty program
- [US] How 7 Brew's first CMO is marketing the fastest-growing brand in the US
- [US] Golf equipment platform launches pair of B2B loyalty programs with 10% uncapped cash back
- [US] Dickey's Barbecue Launches Mobile Games To Connect with Next Generation of Fans
- [US] SpaceXAI working with Augeo to integrate Grok's real-time AI reasoning technology into loyalty platform
- [US] Target baskets can track you in-store. Here's what to know
FEATURED STORIES
Triangle Rewards and Tims Rewards Launch Loyalty Partnership
Canadian Tire Corporation and Tim Hortons® have officially launched a linked loyalty partnership, giving Canadians more value from everyday purchases. Members of both programs can now link their Tims Rewards and Triangle Rewards accounts to earn up to 5% in Canadian Tire Money on eligible Tims purchases, in addition to the Tims Rewards points they already earn at participating Tim Hortons restaurants.
Carnival Cruise Line Launches Carnival Rewards™
Carnival Cruise Line launched Carnival Rewards on September 1, introducing Carnival Rewards Points — earned and redeemable for cruises and eligible onboard experiences — alongside Status Qualifying Stars, which unlock status and additional benefits. President Christine Duffy said the program moves beyond frequency-based cruise loyalty, recognizing the many ways guests engage with Carnival and giving them more flexibility to enjoy the experiences that matter most to them.
Carnival Cruise Line and Barclays Launch New Carnival Rewards Mastercard
Carnival Cruise Line and Barclays US Consumer Bank have launched the Carnival Rewards™ Mastercard®, a first-of-its-kind card in the cruise industry. Integrated with Carnival's newly launched Carnival Rewards loyalty program, the card lets members earn rewards on everyday spending that convert into faster access to loyalty benefits — helping them maximize every dollar spent both at sea and on land.
SkyAlps Launches “SkyAlps Circle”: A New Frequent Traveller Programme to Reward Every Journey
South Tyrolean regional airline SkyAlps has launched its first-ever loyalty program, SkyAlps Circle, letting passengers accumulate award miles, unlock premium elite tiers, and redeem rewards across the airline's growing European network. The program runs across three membership tiers with benefits valid for 24 months, and status is earned based on the number of qualifying flights taken within that period.
Starboard and Azamara Cruises Debut First-Ever Cruise Retail Shopping Rewards Program
Starboard and Azamara Cruises have launched Azamara Shopping Rewards, billed as the cruise industry's first shopping rewards program. Powered by Open Network Exchange's (ONE) technology platform, the program lets Azamara guests earn rewards on onboard retail spend, unlocking access to and savings on curated premium products, travel experiences, and exclusive lifestyle offerings.
ShardLab Backs StoreHub to Roll Out Payment-Linked Merchant Rewards
Singapore-based venture studio ShardLab has made a strategic investment in StoreHub to build payment-linked rewards products across Southeast Asia, gaining access to StoreHub's network of 20,000+ merchant locations across Malaysia, the Philippines, Thailand, and Japan — which together process roughly $3.5 billion in transactions annually. The two firms will also form a joint venture to tie merchant promotions directly to payment processing rather than separate stamp cards or third-party apps.
Australia Gives Users Choice over Social Media Algorithms
Australia has proposed new rules that would let social media users choose whether algorithms determine their feed content. The “My Feed, My Way” proposal is part of a broader Digital Duty of Care framework requiring platforms to take greater responsibility for protecting users from foreseeable harm. Prime Minister Anthony Albanese said the policy is meant to give Australians more control over their online experience — not to give government control over what people see.
Australian Analyst Predicts that Emotional Intelligence will Boost Customer Loyalty over AI
The next stage of AI adoption in Australia's customer experience sector will depend less on automation alone and more on its ability to support human emotional intelligence, according to Richard Valente, VP of Customer Experience Strategy at consultancy TP. He argues the future of CX hinges on designing ecosystems where automation and human connection actively reinforce each other, rather than one replacing the other.
Ellipsis Levels up Senior Talent, With Raft of New Hires and Promotions
Ellipsis & Co announced a round of senior talent moves headlined by Simon Wickson joining as Principal, alongside commercial finance leader Craig Stangroom from ANZ Bank, promotions for Nicholas Bills and Ana Popovic to Principal Consultants, and three new roles filled by Bec Maxted, Mabel Tu, and Ru Samson-Nanu. CEO and Co-Founder David Parsons announced the moves as many professional services firms hold headcount flat.
HBR Research Finds AI-Generated Ads Perform Worse Than Human-Made Ones
New Harvard Business Review research finds that generative AI — often seen as the answer to marketing's expensive, slow creative bottleneck — still falls short in practice. Even when customers can't distinguish AI-made ads from human-made ones, the AI-generated versions perform worse, a finding that should temper enthusiasm for AI as a wholesale creative shortcut.
Infobip Releases Fan Engagement Survey Report 2026
Infobip's new Fan Engagement Survey Report 2026 surveyed 500 senior decision-makers on where fan devotion is being won and lost today — and what it takes to turn a single moment of attention into loyalty that outlasts the season. Among the findings: 87% call AI critical to the future of fan engagement, while 57% say proving ROI on sports activations remains difficult.
From W.P. Carey: What is a fan really worth?
Daniel McIntosh, faculty director of the sports business program at Arizona State University's W. P. Carey School of Business, argues a fan's value starts with the ticket price but extends much further. The most valuable fans, he says, aren't one-time customers — they're people who form emotional connections, return year after year, and bring others into the experience.
Rival Technologies finds Gen Z feels unseen, raising loyalty pressure
A new report from Rival Technologies finds only 11% of Gen Z consumers feel brands understand them “really well,” a gap the company frames as a direct risk to loyalty. More telling than dislike is indifference: 64.5% of Gen Z respondents chose disengaged reactions like “Meh” or “I don't care” when asked how brand messaging makes them feel — a loyalty problem disguised as a creative one.
MarTech Interview with Sarah Richardson, CEO of Australian Loyalty Association
In an interview with MarTech Cube, Sarah Richardson, CEO of the Australian Loyalty Association, discusses how innovative loyalty strategies are shaping growth across Asia Pacific — from evolving member expectations to the data infrastructure programs need to keep up. A highlight: her observation that technology and data are powerful, but loyalty ultimately comes down to human behavior.
CLMP™ TRAINING SPOTLIGHT — MEXICO CITY
Certified Loyalty Marketing Training™ Workshop Coming to Mexico City
Leal Hub, the leading customer loyalty and strategy consultancy in Mexico, is hosting a CLMP™ workshop with the Loyalty Academy in Mexico City on October 21–22. The CLMP™ credential distinguishes professionals who design and lead customer strategies across B2C and B2B markets — an important professional development opportunity for loyalty practitioners across the region. Additional workshops in Brazil, Colombia, Dubai, and the US will be announced soon.
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