Text Me Maybe: The Power of Email & SMS in Hospitality

The Australian loyalty landscape has transformed over recent years, moving far beyond simple point accrual schemes into sophisticated engines that drive genuine member engagement. By 2025, more than 86% of Australians are enrolled in at least one loyalty program, reflecting both consumer appetite and market saturation. Operators in hospitality—particularly clubs and pubs—face the challenge of differentiating themselves in a crowded field where points alone no longer suffice.

Key Strategic Points:

· Personalise experiences in real time to forge emotional connections.

· Reward behaviours—attendance, referrals, social advocacy—alongside spend.

· Blend digital and in-venue interactions for a seamless loyalty journey.

· Segment audiences with tailored messaging using proven personas.

· Leverage AI and partnerships to anticipate member needs and expand ecosystems.

Take the Qantas Frequent Flyer partnership with David Jones as an example. By weaving retail purchases into travel rewards, they have created a seamless ecosystem that encourages members to stay engaged across multiple touchpoints. Meanwhile, Webjet’s launch of a loyalty scheme targeted at SME travellers demonstrates the power of niche focus—aiming to double transaction values by 2030 through perks that resonate with a specific audience. These developments underscore a vital truth: loyalty is no longer a one-size-fits-all proposition but a tapestry of tailored experiences.

In hospitality settings, the opportunity lies in blending digital and in-venue interactions. Mobile apps and SMS alerts can invite members to midweek trivia nights or exclusive tastings, while kiosks at venue entrances offer instant rewards for check‑ins and feedback. Integrating these channels creates a frictionless journey where every interaction becomes a chance to deepen loyalty. Real-time personalisation—serving up a member’s favourite drink offer when they walk in—transforms routine visits into memorable moments.

Behavioural rewards amplify this effect. Clubs that track attendance at charity fundraisers or voting on new menu items cultivate a sense of community ownership, turning passive visitors into active advocates. In one pilot, a local pub introduced “Community Points” for members participating in social initiatives and saw midweek visits rise by 20%. By acknowledging contributions beyond spend, operators tap into members’ intrinsic motivations.

Behind these innovations lies a strategic framework: define currencies that reflect your venue’s goals; map omni‑channel journeys that weave email, SMS, kiosks, and social into a cohesive narrative; and measure success using clear KPIs, from redemption rates to net promoter scores.

Looking ahead, AI-driven loyalty promises to elevate personalisation further. Predictive models will anticipate member needs, delivering offers before demand even materialises. Cross-sector partnerships—imagine rewarding a dinner at a local brewery with points redeemable on a boutique hotel stay—create ecosystems that deepen engagement across industries. Sustainability rewards, too, will gain traction as eco-conscious customers expect brands to reflect their values, earning points for recycling containers or supporting green events.

For clubs and pubs in Australia, the path forward requires bold experimentation. Audit existing programs to identify behavioural gaps, pilot new currencies that resonate with your community, and leverage technology platforms that enable seamless integration. Within a year, venues can scale successful pilots into full-fledged loyalty offerings, delighting members and driving repeat visitation.

Ultimately, the shift from transaction to relationship defines modern loyalty. When operators reward the right behaviours, craft personalised journeys, and foster a sense of belonging, they transform members into brand ambassadors. In a market where points are table stakes, the true advantage emerges from experiences that resonate—moments that turn visitors into lifelong supporters.

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