The Biggest Changes and New Launches in Loyalty Programs in 2025

This year, the world of loyalty programs is undergoing many exciting changes. Across different industries, companies are overhauling their schemes to offer even better customer experiences. 

From revamps to new rollouts, we've compiled the latest loyalty news in 2025 to keep you up to speed…

1. British Airways loyalty structure changes 

From 1st April 2025, British Airways is rebranding its long-standing Executive Club to The British Airways Club. As part of this change, the airline is replacing its current distance and fare-based system for earning Tier Points with a revenue-based model. Instead of earning Tier Points based on flight distance and ticket class, members will now earn 1 Tier Point for every £1 spent on flights. Elite status thresholds have also been updated accordingly:
 

• Bronze: 3,500 Tier Points
• Silver: 7,500 Tier Points
• Gold: 20,000 Tier Points
• Gold Guest List: 65,000 Tier Points
   

These adjustments are designed to reward high-spending customers, offering a more direct correlation between expenditure and benefits. This approach could drive higher revenue by incentivizing customers to spend more on premium services, but might present challenges for economy travelers or budget-conscious customers who typically benefit more from a distance-based system.

2. Delta Airlines Sky Club access changes

Effective February 1, 2025, Delta Air Lines has capped Sky Club visits for American Express cardholders to between 10 and 15 annual visits, with any extra visit incurring a $50 fee. 

This move aims to reduce overcrowding and ensure a consistently high-quality experience for frequent flyers. By limiting complimentary visits, Delta is balancing exclusivity with accessibility, potentially encouraging customers to upgrade their card benefits for more access.

3. NEW - Carrefour: Introducing ‘Le Club’

In a bold move to capture a broader customer base, Carrefour launched its new loyalty program, Le Club, in January 2025 in France. 

With ambitious goals to add an extra 500,000 members by year’s end, the program is centered on offering attractive discounts and an enhanced shopping experience. 

Carrefour’s initiative underscores the retailer’s commitment to evolving customer engagement strategies in a competitive market.

4. NEW - Fortnum & Mason: A Foray Into Loyalty

Luxury retailer Fortnum & Mason is preparing to launch its first-ever loyalty program, amid soaring profits. The upcoming program is expected to reward frequent customers with exclusive benefits and personalized offers, reinforcing the brand's reputation for delivering high-quality service. 

This move marks a pivot toward deepening customer relationships in the upscale retail sector and aims to create a more engaging, tailored shopping experience. 

The full details are yet to be announced, but we can’t wait to see what they come up with!
 

5. Sweetgreen: A Points-Based Refresh

US-based salad chain Sweetgreen is overhauling its loyalty program in response to customer feedback that its tiered system was too complex. Set to launch in the first half of 2025, the new points-based structure aims to simplify rewards and make redemptions easier, encouraging more frequent visits. 

By streamlining the process, Sweetgreen hopes to strengthen customer engagement and foster a more loyal dining community.

6. McDonald's Australia: Adjustments to MyMacca’s Rewards

McDonald's Australia has made notable changes to its MyMacca’s Rewards program. Recent adjustments include an increase in the points required for redemptions - for instance, a small coffee now costs 3,000 points (up from 2,500). Additionally, customers can now redeem only one reward per transaction. 

While these changes have led to some customer frustration due to the de-valuing of rewards and the lack of prior notice, McDonald’s is planning bonus points campaigns to offset the inconvenience and continue driving customer engagement.
 

BONUS! Tesco Clubcard: £17 Million in Vouchers Set to Expire 

Tesco is issuing a final reminder to its Clubcard members: £17 million worth of vouchers will expire on February 28, 2025. These vouchers, originally issued in February 2023, can be used for groceries, fuel, and Tesco Mobile deals, or even double in value when redeemed with over 100 Clubcard Reward Partners.
 

This expiry deadline is part of Tesco’s standard two-year validity policy, but it also highlights a common challenge for loyalty programs in retail - unused rewards. 

While the Clubcard scheme remains one of the UK’s most popular, customers who don’t actively track their points may risk losing value. Tesco is encouraging members to check their balances via the Clubcard app to make the most of their rewards before they disappear. For savvy shoppers, this is a final opportunity to maximize their rewards - whether by stocking up on essentials, booking a discounted holiday, or enjoying a meal out. You have been warned!