As UAE residents prepare for the winter travel season and usher in the New Year 2026, loyalty programs are emerging as key influencers in the travel decisions of modern travellers.
In an exclusive interview with Emirates Reporter, Dhruv Ranjan Verma, CEO and Founder of Thriwe, shared industry insights, discussed key trends, and highlighted how loyalty programs are redefining customer engagement, travel choices, and overall travel experiences.
ER- How are loyalty programs influencing travel decisions among UAE residents today?
DHRUV- Loyalty programs are increasingly shaping travel choices by emphasizing personalized, experience-driven rewards rather than just points or airmiles. UAE travelers are drawn to programs that anticipate their preferences, offering airport transfers (in UAE and the destination country), meet & assist services at airports, curated hotel perks, flight upgrades, and lifestyle-aligned benefits. Programs that integrate travel with dining, wellness, and entertainment influence the entire travel journey, making travelers more likely to repeat bookings with brands that enhance both convenience and experience.
ER- What major shifts in traveler behavior have you observed in the past year?
DHRUV- Over the past few years, travelers have become more experienced, driven, and flexible in their planning. They are now more likely to book trips at the last minute, take multi-destination trips, and seek tailored travel experiences. A growing preference for direct engagement with brands through loyalty programs offers travelers personalized rewards and seamless digital interactions, reflecting a demand for convenience, relevance, and real-time support. Millennials are increasingly prioritising restorative travel opting for boutique wellness and spiritual retreats over large-scale resorts, where personalised itineraries and mindful experiences define luxury.
We also observe several travelers (across the affluence spectrum), planning their travels around events or experiences that are their passion points. For example, sporting afficionados like to travel to destinations hosting golf, tennis or Formula 1 races. Several Gen Z travelers plan their trips around music concerts and performances by their favourites artistes.
Dhruv Ranjan Verma, CEO and Founder of Thriwe
ER- How are AI and machine learning changing the way loyalty programs interact with consumers?
DHRUV- AI and machine learning are transforming loyalty programs by making them more personalized, intuitive, and engaging. At Thriwe, our AI concierge, Aina, analyzes customer behavior to deliver tailored rewards, provide real-time assistance, and create seamless, multilingual experiences. This not only enhances customer satisfaction but also drives long-term brand loyalty.
ER- Can you share examples of predictive offers or personalized rewards that have worked well?
DHRUV- With Thriwe Aina, loyalty programs can deliver highly personalized and predictive experiences, including:
- Smart travel suggestions: AI analyzes past behavior to recommend flights, hotels, or activities that align with members’ preferences.
- Proactive concierge services: Members receive suggestions for airport transfers, lounge access, or local experiences before they even ask.
- Lifestyle-aligned rewards: Curated dining experiences, wellness sessions, or exclusive events resonate with members’ interests, increasing engagement and redemption rates.
ER- Why are brands moving from points-based programs to integrated, multi-category loyalty ecosystems?
DHRUV- Brands are moving beyond points because the ability to differentiate based on points & airmiles has virtually disappeared. These have become baseline currency for loyalty programmes, but no longer create a lasting memory in the minds of the users. Members increasingly seek meaningful, lifestyle-oriented experiences that are aligned to their profile or relationship value with the Brand. Multi-category ecosystems allow members to earn and redeem rewards through travel, dining, wellness, and entertainment, creating deeper engagement. These platforms also generate richer data, enabling predictive offers and personalized experiences. Solutions like Thriwe Aina provide seamless concierge support across categories, enhancing convenience and driving long-term loyalty while keeping programs relevant and engaging.
ER- How can loyalty platform data help travel and hospitality brands navigate rising acquisition costs?
DHRUV- Loyalty platform data provides travel and hospitality brands with a first-party view of customers’ behaviors, preferences, and spending patterns, enabling smarter decisions for designing productions and propositions that appeal to their target audience. Also, by analyzing this data, brands can personalize offers, target high-value travelers, increase repeat business, and encourage direct bookings, ultimately lowering customer acquisition costs and building long-term loyalty.
ER- What insights from first-party data are most valuable for designing loyalty programs?
DHRUV- First-party data delivers direct insights into customer preferences, behaviors, and engagement patterns, which are essential for designing effective loyalty programs. This data can be leveraged by brands to personalize rewards, anticipate customer needs, and create experiences that drive repeat engagement and long-term loyalty.
ER- What patterns do you see in UAE winter travel behavior, reward redemptions, and spending categories?
DHRUV- In the UAE, winter travel trends show strong demand for both family reunions and holiday escapes, with international flight searches and bookings notably higher than last season. Many residents prioritize trips home or to sun-soaked destinations while planning close to departure dates, reflecting flexible and experience-driven behavior. Data also indicates significant seasonal demand that loyalty programs can capitalize on by offering tailored winter rewards and redemption options. Reward redemptions tend to peak for travel-related benefits, dining, and experience categories that align with how UAE travelers spend during the festive and winter break periods.
ER- Which emerging trends- such as hyper-personalization, AI concierge services, or cross-industry partnerships- will shape the loyalty-tech landscape in the GCC?
DHRUV- Emerging trends such as hyper-personalization, AI concierge services, and cross-industry partnerships are set to redefine the loyalty-tech landscape in the GCC. At Thriwe, we see AI-driven personalization as key to delivering tailored experiences, while intelligent concierge services like Aina elevate engagement across sectors. Strategic collaborations between travel, retail, and financial brands will also unlock richer reward ecosystems and deeper customer loyalty across the region. Looking ahead to 2026, retention in the UAE will be driven by three shifts: hyper-segmentation by lifestyle rather than income, consent-led trust where data privacy becomes a premium, and preferential value that offers exclusive, un-Googleable access. Together, these pillars reposition loyalty from a points-led transaction to a long-term relationship.
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