Immediate Rewards Outrank Travel Perks in U.S. Loyalty Preferences, Survey Shows

The Points Guy (TPG) released its first State of Loyalty Report, analyzing how Americans use and value loyalty programs across categories including credit cards, dining, retail, fuel, and travel. The report is based on a nationally representative survey of 2,158 U.S. adults conducted in partnership with data analytics firm YouGov. The survey examined consumer perceptions and behaviors related to loyalty programs.

Key Findings on Loyalty Program Preferences

The report indicates that Americans value loyalty programs most for everyday spending. 58% of respondents consider fuel programs the most valuable, followed by credit card programs at 55% and retail programs at 49%. In contrast, 35% of respondents value airline and hotel loyalty programs, respectively.

Consumers prefer loyalty programs that offer simple, immediate, and tangible rewards. The most highly ranked benefits include cents off at the gas pump (88%), cash back (84%), free food (84%), and instant retail discounts (78%). Participants value aspirational rewards, such as elite status, experiential perks, and cross-brand benefits, less.

Program Popularity Versus Redemption Value

The report finds that the most popular loyalty programs are not always the most rewarding in terms of redemption value. For example, Starbucks leads in dining program popularity with 35% participation, but other programs like Domino’s and MyMcDonald’s offer higher returns toward a first reward. In retail, Target Circle is the most popular at 28%, though other retailers offer stronger base returns. A similar trend is observed in travel, where the most popular airline and hotel programs do not necessarily offer the highest value per point.

Loyalty Membership and Consumer Behavior

The survey shows that loyalty program membership does not always translate into brand loyalty. About half of retail and dining loyalty members report that their rewards program does not typically influence where they shop or eat. In comparison, only 28% of credit card and 34% of fuel program members say the same, as rewards in these categories are often earned and applied automatically. Nearly half of Americans are enrolled in a retail (46%) or dining (47%) program, but only about one in five regularly redeems rewards.

Confidence in Maximizing Rewards

Americans report more confidence in maximizing restaurant rewards than in maximizing airline miles. Forty-three percent of dining loyalty members say they are very or extremely confident in their ability to maximize rewards, while only 28% of airline loyalty members report the same. Airline loyalty programs have the lowest confidence ratings among the categories measured.

Value in Fast Food and Credit Card Programs

The report analyzes dining programs and finds a median 12% return toward a first free-food reward. MyMcDonald’s provides a 16.6% return, and Domino’s offers up to 25% on qualifying purchases. Regarding credit cards, nearly four in five consumers won’t pay higher annual fees for extra premium benefits or exclusive access. Only 40% of credit card members feel confident they are maximizing their rewards. The report suggests most consumers benefit more from fully using one good card than from adding multiple cards.

Methodology

The 2026 State of Loyalty Report is based on a survey of 2,158 U.S. adults, with an average sample size of 681 respondents for each loyalty category. The survey covered consumer perceptions and behaviors across travel, dining, retail, and other everyday loyalty program categories.