Dragonpass APAC Loyalty Index – Key Findings and Implications
Dragonpass, a global travel and lifestyle platform serving over 40 million members, published its APAC Loyalty Index on 12 June 2026. The index is based on a survey of consumers in Southeast Asia and China, focusing on attitudes toward banking, credit‑card and financial‑institution loyalty programmes.
The research reveals that 80 % of respondents remain loyal to their bank because it is perceived as the most secure place for their money. However, 28 % say their loyalty rewards do not match their lifestyle, and a striking 53 % of high‑income earners report that current bank rewards are misaligned with their actual needs.
Travel continues to be the most powerful retention tool, with younger and affluent segments showing a strong preference for integrated digital concierge services, premium travel experiences, and personalised lifestyle benefits. The index therefore highlights a shift from traditional points‑based programmes toward rewards that deliver immediate, personalised utility.
John Su, Group Chief Growth Officer and APAC CEO of Dragonpass, commented: “The traditional loyalty model was designed around transactions, but consumers today demand something far more intuitive and integrated into their lifestyle. They expect their banks or financial providers to play an active role in their everyday lives. This is exactly where we have invested heavily, not only in spanning our global travel, dining, and premium lifestyle services, but in the technology that is designed precisely to close this gap, helping financial institutions deliver relevant, real‑time value at every stage of the customer lifecycle.”
For banks, fintechs and payment brands, the findings suggest that loyalty is evolving into a strategic growth lever rather than a peripheral marketing add‑on. Companies that can transform points programmes into seamless lifestyle integrations are likely to retain high‑value customers as competition intensifies and switching barriers fall.
About Dragonpass
Dragonpass delivers premium travel and lifestyle experiences to more than 40 million members worldwide, leveraging a portfolio of travel, dining and lifestyle services combined with technology platforms designed to enhance loyalty programmes for financial institutions.