Rocket Travel by Agoda Launches the Loyalty Value Playbook to Help Travel Leaders Stay Ahead of the Loyalty Game

Rhea-AI Summary

Rocket Travel by Agoda (BKNG) and Skift released The Loyalty Value Playbook on October 31, 2025, offering a practical framework to close the loyalty "value gap" between member expectations and brand delivery.

The report highlights that 77% of consumers are quicker to drop a program than three years ago and cites industry metrics such as ~50% of points redeemed and 43% of customers leaving programs because rewards take too long to earn. The playbook outlines six capabilities—flexible commerce, AI-driven personalization, partner inventory, marketing journeys, governance, and cross-functional working—aimed at boosting redemptions and repeat cash bookings.

News Market Reaction

-0.05%

1 alert

-0.05% News Effect

On the day this news was published, BKNG declined 0.05%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

The new report by Rocket Travel by Agoda and Skift reveals framework for brands to close the loyalty value gap with seamless redemptions and cash spend

SINGAPORE, Oct. 31, 2025 /PRNewswire/ -- As customer expectations rapidly evolve, their perception of traditional loyalty models evolves with it. As a result, many loyalty programs face a widening "value gap" between what members want and what brands deliver, according to a new report co-developed by Skift and Rocket Travel by Agoda - the strategic partnerships arm of digital travel platform Agoda.

Titled 'The Loyalty Value Playbook: Redemption Experience and Cash Spend as the New Benchmarks for Customer Growth', the report offers a practical blueprint to close the loyalty gap. With 77% of consumers now quicker to drop a program than they were three years ago, this underscores how consumers are increasingly prioritizing loyalty on platforms that deliver value through clarity, flexibility, and relevance throughout the customer journey.

Rocket Travel by Agoda has launched a guide to help companies transform failing loyalty programs based on clear metrics. The guide includes six capabilities that focus on getting the most out of loyalty programs by focusing on best practice in redemption, usability, transparency, and exclusivity:

1. Flexible Commerce Infrastructure: Streamline checkouts with real-time point balances, instant confirmations, and points-plus-cash options to match modern e-commerce standards.
2. Data and Personalization Engine: Harness guest behavior and AI-driven insights to deliver tailored recommendations, increasing redemption value and booking conversions.
3. Partner and Inventory Strategy: Expand high-quality room and experience inventory with competitive pricing and exclusive perks like early check-in or late checkout.
4. Marketing Technology and Customer Journeys: Minimize point breakage with lifecycle messaging and clear value explanations to spur repeat cash bookings.
5. Governance and Controls: Enforce fair dynamic pricing with transparent rules and advance notices to sustain guest trust and reduce complaints.
6. Cross-Functional Ways of Working: Unite loyalty, operations, and data teams to optimize metrics like repeat cash bookings and guest lifetime value.

Rocket Travel By Agoda developed the guide to help companies understand why traditional loyalty programs may need to evolve to meet modern guest expectations, risking lost revenue for brands. For instance, according to Antavo's Global Customer Loyalty Report, only around 50% of loyalty points earned are redeemed, while in a report by Cordial, 43% of customers stopped participating because the rewards took too long to earn.

The playbook is grounded in research, case studies, and interviews with industry leaders such as Flying Blue, Citigroup, and Southwest Airlines. It shows how well-crafted loyalty programs drive repeat bookings and cash spend, strengthening guest relationships. By leveraging zero-friction experiences and AI-driven personalization, it empowers travel brands spanning airlines, hotels, and beyond to meet modern traveler demands, in line with Agoda's commitment to making travel more accessible and rewarding.

"The challenge and opportunity for loyalty programs is that expectations haven't shifted from one set of benefits to another, they have expanded. Travelers still want the traditional perks, but they also expect more, making loyalty harder to manage," says Damien Pfirsch, Chief Commercial Officer and Head of Rocket Travel at Agoda. "This report equips travel brands with a playbook to rebuild guest trust through clear, flexible, and relevant loyalty experiences, boosting both point redemptions and cash bookings."

"We're seeing a clear shift toward flexible, accessible, and personalized loyalty. Cardmembers are looking for programs that deliver value in everyday life as well as during larger travel moments," says Chris Besendorfer, Managing Director and Head of Citi Travel & Rewards at Citigroup. "The ability to redeem points for travel, experiences, or essentials across multiple categories has never been more important. Customers want choice and ease, and they expect their loyalty programs to reflect how they live and spend."

"Always start with the customer. Ask what they value, and then consider how partnerships can extend that value beyond the core offering into lifestyle benefits, retail, or other parts of the travel journey, added Jonathan Clarkson, Vice President and Chief Product Officer at Southwest Airlines. Brands that do this effectively will be rewarded with greater loyalty because they seek to be relevant in more ways."

Rocket Travel by Agoda leverages its extensive industry expertise to guide partners in crafting loyalty programs that resonate with their audiences, build loyalty, and support sustainable growth. With a clear focus on personalized and flexible offerings, brands can build lasting customer relationships and elevate their market presence. Download the full report here. 

FAQ

What is The Loyalty Value Playbook launched by Rocket Travel by Agoda (BKNG) on October 31, 2025?

A practical framework co-developed with Skift that outlines six capabilities to improve loyalty redemptions and drive repeat cash bookings.

How does the playbook say loyalty programs should improve redemptions for BKNG partners?

By using flexible commerce (real-time balances, points-plus-cash), AI personalization, and lifecycle messaging to reduce point breakage and speed redemptions.

What key consumer metrics does the October 31, 2025 report cite about loyalty program risk?

It cites that 77% of consumers are quicker to drop programs than three years ago, ~50% of points are redeemed, and 43% left programs due to slow reward earn rates.

How could BKNG partners use the playbook to increase cash bookings?

By prioritizing zero-friction redemption, personalized offers, and partner inventory that converts points into immediate, relevant purchases to spur repeat cash spend.

Which industries and partners are targeted by Rocket Travel by Agoda's loyalty playbook?

Travel brands across airlines, hotels, and related partners; the report includes case studies and interviews with industry leaders such as Flying Blue, Citigroup, and Southwest.

Where can investors or travel leaders access the full Loyalty Value Playbook from Rocket Travel by Agoda (BKNG)?

The full report is available for download from Rocket Travel by Agoda's distribution channels and partner outlets referenced by the company.