Technology innovation across marketing, loyalty and advertising is leading to a surge in award entries this year. MARKETECH APAC‘S Advertising Awards Asia Pacific and its Content Marketing Awards Asia Pacific are already underway, expected to receive an unprecedented amount of entries. Meanwhile another awards program seeing a surge in entries has been the Asia Pacific Loyalty Awards (APLAs).
Hosted by the Australian Loyalty Association (part of Loyalty Group APAC), the APLAs has recorded a significant increase in entries from Australia, New Zealand and across the broader Asia Pacific region.
Loyalty innovation in a volatile environment
As brands face increasing pressure to retain customers in a volatile economic environment, loyalty has become a critical strategic battleground. The finalists announced for the 2026 Asia Pacific Loyalty Awards demonstrate how leading organisations across the region are driving stronger customer engagement, trust and long-term value.
Building on the strong momentum of previous years, the 2026 program, This year’s Awards span 18 categories, including Best Overall Loyalty Program across Retail, Financial Services, QSR and Travel, as well as Best Use of Digital Technology, Best Use of AI, and Best Social or Sustainability Initiative. All submissions were assessed by an independent panel of senior loyalty, marketing and customer experience experts from across APAC.
Among this year’s finalists are some of the most recognisable brands across the Asia Pacific region. Featured shortlisted organisations include, Z Energy, Accor Hotels, Commonwealth Bank, Westpac, Woolworths Group, Flybuys, Telstra, Virgin Money, Myer, David Jones, Genesis Energy, McMillan Shakespeare, Dan Murphy’s, Priceline, The Distributors, The Iconic, Mitre 10, NRMA, IGA, Motor Culture, Prezzee, Adore Beauty, Luxury Escapes, Red Rooster, Schnitz, One New Zealand, Bridgestone Tyres, AAMI and Foodstuffs. Together, they reflect the depth, diversity and maturity of loyalty innovation across retail, financial services, travel, hospitality, energy and telecommunications.
This year’s submissions were supported by a range of leading loyalty, technology and service partners, including Mastercard, Eagle Eye, Ellipsis, Ascenda, Simplicity Loyalty, Wink, Talon.One, Gratifii and Tall Bob.
Loyalty innovation set to grow across APAC
The outcome of the awards is aligned with the latest trends in loyalty growth across APAC. Recent data shows the loyalty market in Asia Pacific is expected to grow by 16.3% on an annual basis to reach USD$35.83 billion in 2025. The loyalty market in Asia Pacific is forecast to continue to grow over the forecast period and is expected to record a CAGR of 13.8% during 2025-2029. In fact, the loyalty market is expected to increase from US$30.81 billion in 2024 to reach US$60.03 billion by 2029.
From a technology standpoint, the latest research also shows loyalty programs in Asia-Pacific are evolving toward super apps, gamification, AI-driven personalisation, and fintech integrations. The region is witnessing a rise in coalition loyalty models, subscription-based rewards, and ESG-linked incentives driven by digital transformation and changing consumer behaviors. Over the next few years, businesses that align loyalty strategies with digital ecosystems, sustainability efforts, and AI-powered engagement will lead to customer retention and long-term brand loyalty in APAC.
“The calibre of loyalty programs in the region continues to rise alongside the expanding regional footprint of the Awards,” says Sarah Richardson, CEO of the Australian Loyalty Association. “This year’s finalists exemplify how loyalty has evolved beyond traditional programs to deliver meaningful, long-term value for both customers and organisations.”
Miranda Bliss, head of loyalty at Miele, agrees, saying the quality of the submissions clearly demonstrates how critical loyalty programs have become.
“Organisations are moving beyond just points-based models to build emotional engagement,” she says. “As brands seek better data to deliver highly personalised and relevant experiences, loyalty teams are providing the infrastructure that enables this transformation.”
Winners will be announced at the Asia Pacific Loyalty Awards Gala, taking place on 19 March 2026 at Sofitel Melbourne, one of the region’s largest gatherings of loyalty, marketing and customer experience leaders.
![[Statement] AirAsia Ph June 4 2026](https://marketech-apac.com/wp-content/uploads/2026/06/Statement-AirAsia-Ph-June-4-2026.jpg)