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Loyalty programs continue to play a significant role in Australian consumer behavior, with the average Australian holding *** loyalty program memberships, according to a 2026 survey. This figure has been relatively steady over the past decade, with the highest average number of loyalty program memberships recorded in 2020 and 2021 at *** memberships per person, reflecting a consistent interest in rewards and benefits across various sectors.

Supermarket giants dominate the retail loyalty landscape

Woolworths Everyday Rewards emerged as the frontrunner among the most popular retail loyalty schemes in Australia in 2024, with nearly ** percent of active loyalty program users claiming membership. Coles Flybuys followed closely behind with a **** percent membership rate. These high adoption rates highlight the importance of loyalty programs in the grocery sector, where consumers seek to maximize value in their everyday shopping experiences. Regular discounts, the ability to pay with points, and cashback based on spending are among the most desired benefits driving engagement with retail loyalty programs.

Beyond retail: travel and hospitality rewards

Travel-related rewards schemes also attract significant interest in Australia. The Qantas Frequent Flyer program stands out as the most popular airline loyalty program, boasting over ** million members at the end of the 2024 financial year. In the hospitality sector, Accor's Live Limitless/Plus rewards scheme led hotel loyalty programs in terms of membership rate. Despite high enrollment rates across various sectors, only about ** percent of Australians reported being active in all their loyalty programs, indicating room for improvement in engagement strategies. Introducing more achievable rewards, adding more elements to boost moments of joy and surprise, offering more non-financial rewards, and crafting more personalized communications were among the leading ways Australians believe brands could refine their loyalty offerings and tailor benefits effectively.