What Millennials and Gen Z Expect From Modern Loyalty Programs

Why Travel Experiences Are the New Ultimate Reward

Loyalty isn’t what it used to be.

For decades, loyalty programs were built around a simple formula: spend money → collect points → redeem for stuff. But today’s consumers — especially Millennials and Gen Z — want something entirely different.

This new generation doesn’t just want rewards.
→ They want experiences.

And smart brands are paying attention.

The Loyalty Shift: From Points to Possibilities

For Millennials and Gen Z, loyalty isn’t about hoarding points for gift cards or discounts they may never use. It’s about getting access to things that feel exciting, exclusive, and worth talking about.

→ 72% of Millennials prefer to spend money on experiences over things.
→ Gen Z is the most travel-hungry generation yet — even more than Boomers or Gen X.

Traditional rewards like merchandise or cashback just don’t create emotional connection anymore. Experiences do.

Why Travel Is The Ultimate Modern Loyalty Reward

Travel checks every box that matters to younger consumers:

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Personal → Every trip is customizable

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Shareable → Travel drives social content

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Aspirational → It feels like a dream come true

❤️
Emotional → Memories last longer than products

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Valuable → It feels like a real “win”

Travel rewards tell customers:

“You’re not just a transaction. You’re part of something bigger.”

What This Means for Loyalty Program Strategy

If your loyalty program is still only offering coupons, gift cards, or basic discounts — you’re playing an old game with a new audience.

Brands that want to attract and retain Millennials and Gen Z are now rethinking loyalty in 3 key ways:

1. Rewarding Adventure, Not Just Spending

→ Offer travel perks for engagement — not just transactions.

Examples:

Booking travel packages
Exclusive hotel rates
Curated travel experiences

2. Creating Instagrammable Moments

→ Give customers something worth sharing.

Examples:

Unique getaway packages
Partnered experiences in top destinations
VIP-only travel offers

3. Delivering Flexibility & Freedom

→ Forget rigid redemption rules. Today’s consumer wants choice.

Examples:

Global travel access
No blackout dates
Multiple ways to redeem travel perks

How Vacancy Rewards Helps Brands Meet Evolving Customer Expectations

Vacancy Rewards empowers non-travel brands to offer world class travel benefits effortlessly without the complexity of becoming a travel company.

→ Hotel & resort deals worldwide
→ Curated travel packages for loyalty members
→ Flexible, customizable travel rewards
→ Seamless white-label integration

Whether you’re a retailer, financial institution, wellness brand, or membership community offering travel benefits gives you a competitive edge with the next generation of loyal customers.

Loyalty is Evolving — Is Your Brand Ready?

Millennials and Gen Z want more than points.
They want unforgettable moments.
They want flexibility.
They want experiences they can feel.

Travel is no longer just a luxury reward — it’s a loyalty strategy.

→ Let’s talk about how Vacancy Rewards can help