5 of Our Favourite Loyalty Programmes That Increase Spend

But this is easier said than done because with so many alternatives and offers out there, it takes a lot to earn your customers loyalty, win them over for good and successfully encourage them spend more with you.

In our latest Mando and YouGov white paper, What the Brits Want from Loyalty Programmes 4.0, we learned that 43.2% of Brits will spend more with a brand when they are a member of its loyalty programme. So, what’s the secret ingredient for a successful loyalty programme that drives customer retention and encourages increased purchases?

Unfortunately, there isn’t a one-size-fits-all solution. However, some programmes consistently get it right. Today, I’m sharing my top 5 favourite loyalty programmes that do an excellent job of encouraging increased purchases and building long-term customer loyalty. And before we dive in… a quick disclaimer from me – these are in no particular order!

Starting off strong with an app I personally use on a daily basis (almost!). TodayTix is a digital ticketing platform and mobile app that offers discounted and full-priced tickets to theatre, musicals, operas and other cultural events in cities like London, New York and more. The goal? Simple! Making theatre more accessible and affordable. Next to a streamlined booking process and intuitive ticket wallet, the app is renowned for their daily rush tickets and lotteries.

The daily rush tickets offer highly discounted, same-day seats that are released every morning on a first-come, first-served basis. A great way to fill up empty seats and provide theatre goers with an attractive deal. It’s a Win-Win situation as for the theatre, £30 is better than £0 if the seat remained empty. The digital lottery features the exclusive opportunity to enter prize draws for cheap tickets to highly sought-after shows.

Furthermore, TodayTix features four membership tiers within their loyalty rewards programme: Member, Red, Silver and Gold. Progression is based on the number of tickets a member purchases within a calendar year, with each tier unlocking distinct perks like exclusive offers, early access, free ticket protection, dining benefits, discounts and TixCash.

Why does this programme work? TodayTix combines emotional excitement with loyalty-driven progression. It not only creates a sense of anticipation, exclusivity and thrill through securing seats via their lottery and rush mechanism but their tiered rewards programme incentivises customers to book all their tickets via the app to progress in their tiers, fostering a strong customer retention. Ultimately, customers feel recognised and rewarded for their engagement, purchases and loyalty.

As of January 2026, TodayTix launched a powerful partnership with British Airways too; consumers can now link their account with their British Airways Club account and can collect 1 Avios per £1 spent, which leads us to our next exciting rewards programme.

We’re flying high with the next loyalty programme. Previously known as the Executive Club, the British Airways Club managed to build not only a loyalty scheme, but a powerful partner ecosystem with their own reward currency Avios.

The club succeeds by keeping things simple: It’s free to join, easy to understand and therefore provides an accessible and straightforward entry point for members to start collecting Avios. Avios can be collected through flights and numerous partner brands and can then be redeemed for flights, upgrades, hotels and other travel experiences.

One of the British Airways Club’s greatest strengths is its partner ecosystem. Rather than limiting rewards to flights, members can earn and spend Avios through a variety of retail, dining and lifestyle partners. From converting Nectar points to collecting Avios at Pizza Express or HelloFresh, the programme integrates seamlessly into everyday life, creating more opportunities to earn rewards and encouraging ongoing engagement and spending.

As customers becoming more invested in their Avios balance, they actively seek partner brands that help them earn more points. Hence, spending is not only increased within British Airways, but also within their partner world.

Furthermore, by allowing households to combine Avios balances, the programme makes rewards feel more attainable and motivates members to concentrate their travel and partner spending within the Avios ecosystem. All in all, an excellent example of successful loyalty programmes that increase spend and rewards its customers while fostering great partnerships.

Staying on the travel theme because let’s be honest, who does not like travelling? All – Accor is the first travel related rewards programme I ever joined. It is a tiered loyalty programme that is free to join and guarantees you the Classic status for life.

One of the programme’s biggest strengths is that members receive instant value from day one. Even at the entry-level tier, members can access discounted member rates of up to 10%, providing instant gratification when signing up and booking.

What makes the programme particularly compelling is its scale: the benefit applies across more than 4,500 hotels worldwide and 45 brands, including Novotel, Sofitel, ibis, Mercure and even Fairmont – spanning from economy brands to midscale, premium and even luxury hotels. Of course, members can unlock additional benefits as their status rises. Progression is based on status nights and status points earned through stays at participating hotels, giving members a clear incentive to continue booking within the Accor portfolio, encouraging customer retention.

Furthermore, members can earn additional points by increasing their spend during a stay, whether that’s by booking a spa treatment, enjoying a meal in the hotel restaurant, making use of the minibar or ending the evening with a drink at the bar. This not only enhances the guest experience but also encourages a higher spend per stay. Furthermore, Accor’s extensive partner network, which includes airlines, banks and event providers, allows members to earn and redeem rewards beyond hotel stays, transforming the programme from a hotel loyalty scheme into a broader lifestyle ecosystem.

These earned points not only contribute towards status progression, but can also be redeemed for discounts and rewards, creating a compelling incentive. So how does this programme increase purchases? The vast portfolio and tiered programme structure encourages travellers to stay within the Accor group, which creates a long-term loyalty and strong customer retention. Furthermore, the opportunity to earn additional points and unlock further rewards incentivises higher spending throughout each stay.

Moving on to one of my favourite skincare brands – Clinique. The Clinique Smart Rewards programme is a free loyalty and rewards programme with which members earn points through eligible purchases and activities and unlock attractive perks like free deliveries, early access, exclusive offers, product discounts, birthday gifts and many more.

There are three tiers – smart, brilliant and genius and consumers can level up based on how many points they collect. The higher the tier, the more benefits consumers can enjoy. Points can also be redeemed for free products. What really stands out about this programme is the way it rewards engagement, not just purchases.

Customers can earn points by interacting with the brand, for example by completing the Foundation Finder quiz or taking the skincare diagnostic. This creates a more interactive and personalised loyalty experience, while helping customers better understand Clinique’s products and its scientific and dermatological approach to skincare.

In return, members receive more relevant product recommendations and personalised offers tailored to their individual skincare needs. The programme works as It gives customers reasons to engage with the brand between purchases rather than only at checkout.

But how does this programme grab a top spot in loyalty programmes that increase spend? Simple, as we learned the programme keeps customers engaged between purchases while giving them a clear incentive to continue spending. As members earn points and progress through the tiers, they unlock increasingly valuable benefits, making repeat purchases more rewarding and encouraging long-term brand loyalty and customer retention.

And… Action! To finish off strong and Oscar-worthy, we are looking at the much-loved ODEON loyalty programmes. What makes ODEON particularly interesting is its segmented loyalty approach, offering both a free-to-join rewards programme and a paid subscription model. ODEON Extras rewards members every time they visit the cinema, allowing them to earn points that can be redeemed for free tickets, food or drinks.

For more frequent cinema-goers, ODEON also offers Extras Plus, a top tier that unlocks double points, exclusive screenings and ongoing discounts. For the cinema brand, it was important that this top tear is attainable for everybody to incentivise increased frequency. And it does work; consumers are keen to reach the plus status.

Next to Extra sits MyLimitless, ODEON’s subscription membership, which allows members to enjoy unlimited cinema visits for a monthly fee, as well as discounts on food and drinks, exclusive events, early screenings and savings for friends and family.

What stands out most about ODEON’s loyalty strategy is its focus on behavioural psychology. The programme is deliberately designed to feel achievable, encouraging members to progress towards higher tiers and increase their visit frequency. By rewarding every visit and creating a sense of progress, ODEON gives members a compelling reason to return not only for the latest blockbuster but also for smaller film releases throughout the year, creating a strong customer retention.

How does this programme increase spend? Both ODEON Extras and MyLimitless are designed to drive repeat visits and build long-term habits. Members are incentivised to visit more frequently to earn points, maintain their status or maximise the value of their subscription, ultimately increasing both ticket sales and in-cinema spending on food and drink.

If you’d like to learn more about ODEON’s approach to loyalty, behavioural psychology and customer engagement, we recommend listening to Charlie Hills interview with Polly Jones, Group Head of Digital & Loyalty at ODEON Cinemas Group, on the Let’s Talk Loyalty podcast.

Now that we have looked at 5 different approaches to loyalty, rewards and increased spending, you might have realised that brands have to go the extra mile in order to keep their customers engaged and earn their loyalty. The days when a handful of free samples could foster loyalty are long gone. Today’s consumers expect instant gratification, meaningful rewards and loyalty programmes that increase spend while delivering emotional, financial and experiential value.

Another key takeaway is the growing importance of partnerships. Across many of the programmes featured in this article, partnerships play a crucial role in increasing relevance, engagement and purchase frequency. Whether it’s TodayTix enabling members to collect Avios through the British Airways Club, British Airways rewarding everyday spending through partners such as Nectar, Pizza Express and HelloFresh or Accor allowing members to earn and redeem rewards across hotels, restaurants and travel partners, partnerships extend the reach of a loyalty programme far beyond a brand’s core offering. They create additional opportunities to earn and spend rewards, making programmes more valuable to consumers and ultimately more effective at influencing purchasing behaviour. For brands looking to create loyalty programmes that increase spend, partnerships can be a powerful way to add value and encourage customers to engage more frequently.

If you’d like to learn more about how to maximise the impact of partnerships in your loyalty programme check out our blog here.

In today’s competitive landscape, partnerships are no longer simply a nice-to-have. They have become an essential ingredient for creating loyalty programmes that remain relevant, engaging and rewarding.