The Future of Customer Loyalty in the MEA Region: Trends, Challenges, and Opportunities
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What loyalty program trends in the MEA region do consumers truly expect in 2025? The Middle East market, with its diverse cultures and fast-evolving digital landscape, offers both challenges and opportunities for brands aiming to strengthen customer loyalty.
In this regional sneak peek of our Customer Loyalty Predictions 2025 report, freshly released, you'll discover:
- Which loyalty program industries dominate in the MEA region
- Key trends consumers are eagerly anticipating
- Consumer perspectives on personalization and data sharing
- The growing focus on sustainability in loyalty programs
- Insightful loyalty data from Saudi Arabia and the UAE
Loyalty Program Engagement and Influence in the Middle East
Consumers in the Middle East are deeply involved in loyalty programs, participating in an average of 11–12 programs each. The specific types of programs they favor vary somewhat:
- 28% of consumers are signed up for supermarket loyalty programs
- 17% participate in hotel loyalty programs
- 11% are enrolled in airline and airport loyalty programs.
Globally, however, airline and airport programs take second place, with hotel programs dropping to third. In addition, banking loyalty programs are more prevalent in the Middle East and Africa than on a global scale.
In banking, simplicity is key—customers should immediately see and feel the value they get in return. Dharmesh Bhana, Executive of Loyalty Rewards at Nedbank |
Just 4% of customers in this region claim that loyalty programs don’t affect their brand preference, underscoring the vital role these programs play in building brand loyalty.
2025 Loyalty Program Trends in the MEA Region
If I have to guess what customers expect in 2025, I would say seamless omnichannel experiences, personalized rewards, and exclusive access to unique experiences will be key. Bijou Daniel, Head of Product - Loyalty and Operations at Alshaya Group |
Preferred Features for Loyalty Programs in 2025 in MEA
In 2025, 53% of Middle Eastern consumers are especially enthusiastic about instant digital rewards. They also place high importance on personalized offers based on shopping history and flexible redemption options.
However, voice-activated features and biometrics for smooth rewards are among the least appealing loyalty features in the region. This indicates that while consumers from Saudi Arabia and the UAE are open to innovation, traditional elements like immediate rewards and personalized offers are more likely to capture their interest.
Personalization in Middle Eastern Loyalty Programs
Personalized offers are extremely important for consumers in the MEA region. 79% are more likely to shop when they receive special offers and tailored recommendations! This means that personalized offers can have a much greater impact on shopping behavior in the Middle East, making them an essential element for marketers aiming to enhance customer engagement and drive sales in the region.
Every other customer in the Middle East expresses a positive outlook towards dynamic pricing, with only 2% expressing strong disapproval—much lower than global trends. Consumers in the region are more adaptable to pricing fluctuations, meaning loyalty programs with dynamic pricing could be better received here than in other markets.
Data Privacy in 2025
Middle Eastern consumers are also more willing to share personal data than their global counterparts, with only a small group refusing to share their information.
I was surprised because, from my experience, Saudi consumers are less inclined to share their data. In fact, enrollment in programs requiring data sharing via an app occurs 50% less frequently in Saudi Arabia than in the UAE. It's not uncommon to encounter Saudi consumers who don't have their email address handy or simply can’t remember it. Joanna Witsch, Senior Loyalty Business Consultant at Comarch |
For marketers, personalization should be approached with transparency—clear communication on how customer data will be used is crucial for fostering trust. Ensuring that loyalty programs meet customer expectations for privacy is key to maintaining positive relationships with consumers.
Sustainability and Loyalty Programs in the Middle East
Consumers in the Saudi Arabia and the UAE show a clear preference for sustainability when choosing where to shop and which brands to support. More than 73% of respondents from the region prioritize sustainability in their purchasing decisions.
Additionally, Middle Eastern consumers are willing to spend, on average, 63.5% more for sustainable products and services, significantly surpassing the global willingness to pay for greener options.
Sustainability also plays a more significant role in driving brand loyalty in the region than in other parts of the world. Only 22% of Middle Eastern consumers reported that sustainability does not influence their loyalty.
Sustainability is something that should be at the crux of the business and not just a feature of a rewards program. Reward programs can build or even gamify certain elements which allows its members to contribute to various initiatives that resonate with them. The thing to note is that such practices should be treated as a part of the program rather than tactical PR initiatives. Suryaveer Singh, Head Loyalty CRM and Data at ENOC |
Key Numbers from Saudi Arabia
- 37% of Saudi Arabia’s respondents join loyalty programs for the value of rewards.
- 49% expect instant digital rewards.
- 70% are eager to receive personalized offers, recommendations, and discounts from brands and loyalty programs.
- 45% are willing to share their personal data if it’s free.
- 70% consider sustainability when deciding where to shop.
In Saudi Arabia, loyalty programs are most effective when they offer tangible rewards. Openness to personalization, coupled with a willingness to share personal data for free, shows that Saudi consumers are engaged and ready to participate in loyalty programs that cater to their immediate needs and preferences. Additionally, sustainability is becoming increasingly important.
Key Numbers from the UAE
- 62% of consumers in UAE prioritize customer service—more than in any other surveyed region.
- 87% are more likely to shop frequently and stay longer if they receive personalized special offers.
- 60% are concerned about their information being sold to third parties.
- 77% consider sustainability a top priority when making purchasing decisions.
- 68% have either stayed loyal to or switched brands based on their sustainability initiatives.
In the UAE, customer service is the top priority. Personalization also has a significant impact; however, privacy concerns are prominent, with 3 out of 5 consumers not trusting their favorite brands when it comes to their data being sold to third parties. Sustainability is a strong consideration here, just like in Saudi Arabia, and many consumers are proactive about supporting companies that align with their values in this area.
Looking Ahead: The Future of Loyalty Programs in the Middle East
The Middle East is emerging as a dynamic market for customer loyalty programs, driven by a strong preference for personalized experiences, sustainability, and data transparency.
As consumers in the region increasingly seek instant rewards, personalized offers, and seamless experiences, brands must stay agile and align their loyalty strategies with local preferences. With customers already enrolled in an average of 12 loyalty programs, businesses need to stand out by offering unique and relevant value to build deeper connections and drive engagement. The ability to differentiate will be key to fostering long-term loyalty in a competitive market.
More Data and Detailed Stats on Loyalty Programs in Our 2025 Report
In 2025, there is a significant opportunity for growth in loyalty programs in the Middle East, especially with the rising importance of sustainability and personalized rewards. To gain a deeper understanding of loyalty program trends in the MEA region and the future of customer loyalty, explore our recently published Customer Loyalty Predictions 2025 report.
This comprehensive resource, created through the collaboration between Comarch and the Global Loyalty Organization, includes an extensive chapter dedicated to the MEA region, offering valuable insights and market-research-based data for companies looking to enhance their loyalty strategies in the UAE, Saudi Arabia, and beyond.
