The Real Loyalty Battleground in 2026

The loyalty landscape in UK hospitality has shifted faster in the last few years than it did in the decade before. 2025 saw a wave of new apps from Côte, Prezzo, ASK and Heartwood Inns which shows how seriously operators now treat loyalty. The foundations are in place. The challenge for 2026 is not building the app. It is proving that all the data flowing into these platforms can create real commercial impact and a richer guest experience.

For years loyalty was built around pounds and points. Whilst still powerful for QSR and cafes, in the world for restaurants guests want something more meaningful. They want to feel remembered. They want brands to show they understand them. They want relevance without having to hunt for it. The brands that rise to the top will be the ones who turn data into something that feels personal at every interaction.

Using AI, Data and Personalisation With Purpose

Most operators now have more data than they know what to do with. The biggest trap in 2026 will be collecting even more of it without a plan for how to use it. Value does not come from volume. It comes from knowing what matters. Operators who win will understand the key signals that drive behaviour and then build their journeys around those signals.

This is where AI becomes essential. Not as a shiny tool but as the engine that helps you interpret behaviour at scale and act on it with precision. Personalised marketing is the obvious starting point. Guests engage when the message fits their habits, preferences and intent. In 2026 this will not be a nice to have. It will be the minimum standard for any loyalty strategy that wants to stand out.

But the real opportunity sits beyond marketing. The brands who get ahead will be the ones who can create a single view of each guest across every channel. Every booking. Every order. Every visit. Every email. Every digital interaction. Right now these touchpoints often sit in silos which means the experience feels disjointed. The guest is the same person everywhere. They expect the brand to recognise them everywhere.

This is the shift coming next year. Loyalty will become fully omni channel. The intelligence inside loyalty apps will start powering experiences far beyond the app environment.

Bringing Insight Into the Hands of Teams on the Floor

Marketing teams often sit on rich guest insight that never reaches the people delivering service day to day. This is a huge missed opportunity. When a guest walks through the door, your team should know if it is their first visit or their fifteenth. They should know if this is someone who celebrates milestones with you or someone who always orders the same drink. They should know if the guest had a poor experience last time and needs reassurance.

This is not about scripts or gimmicks. It is about giving teams confidence and context so they can deliver warmer and more human experiences. Personalisation delivered by people is always stronger than personalisation delivered by algorithms alone.

The smartest operators will use AI and data to elevate their teams. The magic happens when technology removes the guesswork so teams can focus on hospitality. This is where loyalty becomes something guests feel rather than something they collect.

Gamification, Community and Advocacy

Gamification is set for a big leap forward next year. Not the basic version of badges and stamps. The more valuable version encourages real actions that build community. Sharing moments. Bringing friends. Referring new guests. Supporting causes. Celebrating milestones. When done well it adds energy to the experience and deepens emotional connection.

These actions also fuel organic reach which every operator needs. A well designed gamified journey can turn guests into advocates. That advocacy becomes a growth engine far more powerful than any discount based mechanic.

As we head into 2026, the winners will be the brands that operationalise loyalty, not just advertise it. Data. Channels. Teams. Technology. Guest insight. Real world hospitality. Those who make loyalty feel effortless for the guest and natural for the team. They will treat loyalty not as an app but as a strategy for long term relationships.

We now have the platforms. We have the data. The next step is using them with intent. The brands that do will build deeper relationships and stronger commercial returns that competitors will struggle to match.