SINGAPORE, June 12, 2026 /PRNewswire/ -- For years, loyalty programmes across banking, credit card, and financial institutions have been built around a familiar formula: collect points, unlock perks, repeat. But across Asia-Pacific, consumers are beginning to expect something different.
According to the APAC Loyalty Index released by Dragonpass, the region's loyalty economy is rapidly shifting away from transactional rewards toward lifestyle relevance, emotional trust, and everyday utility. The study, which surveyed consumers across Southeast Asia and China, found that while "trust" remains the foundational driver of brand loyalty, consumers increasingly demand value that feels immediate and personalised.
The results highlight growing fatigue with traditional loyalty mechanics in the region. While 80% of respondents stay loyal to their bank because it is the most secure option for their money, 28% say their loyalty rewards simply do not match their lifestyle — and a striking 53% of high-income earners find their current loyalty rewards are misaligned with their actual needs.
