For decades, travel loyalty programs have centered around the frequent business traveler, typically older, status-focused, and reward-driven. But the travel landscape has transformed. The digital native traveler has emerged as the dominant force, reshaping expectations and redefining loyalty.

Millennials and tech-forward Gen Z are mobile-first, experience-led, and deeply value-driven. They want seamless engagement, meaningful personalization, and loyalty programs that fit their lifestyle (not the other way around!).

This guide explores how airlines, hotels, and travel brands can evolve loyalty strategies to resonate with this powerful new audience. From frictionless enrolment and gamified experiences to real-time personalization and value-based rewards, we share the tools and tactics to stay relevant and competitive with digital native travelers.

Winning the loyalty of digital native travelers

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