Share of consumers enrolled in at least one loyalty program Australia 2016-2024

Australia’s loyalty program enrollment rate has remained consistently high since 2018, with around 90 percent of Australians being enrolled in at least one loyalty program as of 2024. Widespread membership of these programs indicates a strong consumer interest in loyalty programs and their benefits in the country. Nonetheless, only around 50 percent of Australians indicated being active in all the loyalty programs they were enrolled in, emphasizing the need for brands to refine program benefits to effectively engage customers.

Popular retail loyalty schemes in Australia

Woolworths Everyday Rewards emerged as the most popular retail loyalty scheme among active users in Australia in 2024, boasting nearly 85 percent membership among respondents. Coles Flybuys came in second, with an active membership rate of around 77.5 percent. To attract and retain members, enhancing the perks offered by loyalty programs and tailoring benefits to effectively target and engage specific consumer groups and demographics is vital. Regular discounts, full payment using points, and cashback based on spending are some of the leading preferred retail loyalty benefits among Australian consumers, according to a 2024 survey. 

Airline loyalty programs: Qantas Frequent Flyer in the lead

The Qantas Frequent Flyer program stands out as the most popular airline loyalty scheme among Australians, with over 15 million members recorded in the financial year 2023. This program has experienced consistent growth in membership since 2018, reflecting the success of its offerings in attracting and retaining customers. Additionally, the Virgin Australia Velocity program, as well as international airline loyalty programs, such as Emirates Skywards and Singapore Airlines/Scoot Krisflyer, have also gained traction, showcasing the competitive landscape of frequent flyer schemes in Australia.