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European consumers have no shortage of loyalty programs to choose from—so how loyal are they really, when switching brands is so easy? With Europeans joining fewer programs than the global average, surviving and standing out requires innovation, meaningful value, and a growing commitment to sustainability—more than just offering points.

Time for another round of our hit series, Loyalty Personality Quiz. This time, the loyalty challenge will be taken by Tom Peace – the Managing Director at the Loyalty People.

During the initial excitement around AI, many brands rushed to integrate it into their marketing strategies, trying to utilize its boundless potential. But a lot of brands overdid it—trying to apply AI everywhere without a clear focus. The truth is, leveraging AI effectively requires balance: it’s about choosing the right tactics that genuinely add value, not just jumping on every trend.

Is your relationship with your favorite brands like a thing from a romance novel? Or are you more pragmatic? This is what we’re exploring in our Loyalty Personality Quiz. This week, our guest is Araz Aliyev from Azerbaijan Airlines.

What loyalty program trends in the MEA region do consumers truly expect in 2025? The Middle East market, with its diverse cultures and fast-evolving digital landscape, offers both challenges and opportunities for brands aiming to strengthen customer loyalty.

Joanna Witsch, Senior Loyalty Business Consultant, and Łukasz Dubiel, Loyalty Solutions Consulting Director at Comarch, recently joined Paula Thomas on the Let's Talk Loyalty podcast to launch the Customer Loyalty Predictions 2025 and Beyond report, a comprehensive global study created in collaboration with the Global Loyalty Organisation, exploring the future of customer loyalty.

2025 is here, and so is the new customer loyalty landscape. Which trends can we expect to blow up this year? Which tendencies are here to stay for the long haul? What can brands do to prepare themselves for the next years in loyalty? Let’s explore the most interesting and important loyalty trends – based on Comarch’s recent webinar, “From AI to Sustainability: Customer Loyalty Predictions 2025.”

Time to quiz another loyalty expert – this time, our challenge was accepted by Erica Bergensand, Digital Product Owner at SAS Scandinavian Airlines.

Loyalty has many faces – which one does Eric Kalali from SAS Scandinavian Airlines associate with? Let’s find out in this week’s edition of the Loyalty Personality Quiz!