A growing number of young adults are enrolling in loyalty programmes to access exclusive experiences and upgrades, according to recent research. The survey, conducted in May by Opinium for American Express, found that nearly 23% of Gen Z consumers aged 18 to 29 and millennials aged 30 to 45 join these programmes primarily for the experiences and perks they provide.

Among these age groups, about a third reported using loyalty benefits to obtain upgrades for live music events, sports, and theatre performances. Furthermore, more than 40% said additional perks offered by loyalty schemes allow them to enjoy what they described as “once-in-a-lifetime” experiences.

The research covered a wide range of loyalty and rewards programmes, including those offered by supermarkets, major high street brands and retailers, food and drink chains, local independent businesses, airlines, hotels, credit card companies, and cashback websites.

Aaron Burke, vice president of global brand sponsorships and experiential marketing at American Express, noted that Gen Z and millennial consumers are increasingly interested in “looking beyond the ticket” to find experiences that feel uniquely memorable, exclusive, and rewarding.

The findings reflect a shift in consumer priorities within these younger demographics, emphasizing experiential value over traditional transactional incentives in loyalty schemes.