Loyalty in Australia is no longer a given—it’s on trial. Members expect more than points and tiered benefits; they demand trust, transparency and genuine connection. When status rules change without clear perks, when AI operates behind a curtain of mystery, and when the loyalty market swells past US $1.2 billion, the brands that thrive will be those that evolve from transactional to relational.

You don’t have to be an airline to know this: a data breach is more than a technical failure—it’s a jolt to customer confidence. When Qantas revealed on July 2, 2025, that 5.7 million customer records were exposed via a third-party call-centre hack, it wasn’t just names and emails on the line. It was the bedrock of loyalty: trust.

Pubs and Clubs are at a pivotal moment—and how we respond to rising community expectations will define loyalty in hospitality.

Suburban venues are thriving. Post‑COVID shifts to remote work have driven local patrons back, and smart operators are leaning hard into convenience, value and community. It’s not about multi‑night promos—it’s about owning Thursday nights with a dependable local vibe.

At the same time, live‑music programs like Dune Rats’ collaboration with Tooheys are reminding us that pubs are cultural incubators, not just drink stops. That $10K donation? It’s not transactional—it’s communal.