Loyalty
Marriott CEO Anthony Capuano said on the Q3 2026 earnings call that the company's multiyear tech investment aims to elevate customer experience as AI changes how travelers discover, plan and book travel. AI's impact is currently mainly on the discovery leg, and Marriott is focused on populating third-party platforms with accurate content. Technology is also improving the Marriott Bonvoy loyalty program, including an in-app upgrade list. Capuano noted AI's impact is still early but the company is preparing for an AI-driven future without losing its human-centric approach. Marriott is undergoing a customer service transformation, and Bonvoy grew to 309 million members in Q3 2026, up from 260 million a year earlier and 295 million last quarter. Q3 global RevPAR rose 6.5% year over year and net income was $794 million.
Chipotle's revamped loyalty program, launched in April, drove one-third of sales in Q3 2026, the highest share ever, according to CEO Scott Boatwright. Active membership grew to more than 24 million, and members completed 600,000 challenges and earned 25 million badges. The company reported comparable restaurant sales growth of 2.1% year over year and revenue of $3.3 billion, up 9.6%. Chipotle plans to add more features, including a frictionless rewards pilot using Apple Pay that is expected to roll out chainwide in 2027.
Frontier Airlines reported 37% year-over-year loyalty revenue growth and 53% overall revenue growth to a record $1.4 billion in Q3 2026, executives said on an earnings call. The airline is adding first-class fares, Starlink Wi-Fi and loyalty investments to drive sustainable growth. Despite revenue gains, elevated fuel prices widened its net loss to $104 million. Fare revenue per passenger rose 71% and revenue per available seat mile increased 30%, but fuel prices jumped 56%. Frontier is also benefiting from Spirit's bankruptcy and capacity reductions, with about 30% of its business overlapping with Spirit earlier this year.
The Federal Trade Commission and 20 U.S. states have filed a lawsuit against Dollar General, accusing the discount chain of deceptive pricing practices. According to the FTC, Dollar General often charges higher prices at the register than those displayed on price tags, advertisements, and shelves. The complaint cites over 29,000 consumer complaints from January 2023 to March 2024 and undercover purchases in four states where every transaction resulted in overcharging. Dollar General denies the allegations, stating it aims for pricing accuracy and will defend the lawsuit vigorously. The FTC and states allege violations of the FTC Act, the Gramm-Leach-Bliley Act, and state laws.
Verizon CEO Dan Schulman reported that the company's customer-first strategy, including the Simplicity Plan and revamped loyalty program, contributed to strong Q3 2026 results. Postpaid phone net additions reached 406,000, an 820% year-over-year increase, and consumer postpaid phone churn improved to 0.87%. Schulman noted that customer feedback metrics are moving in the right direction and that bundling via Verizon One is reducing churn. Total operating revenue was $34.3 billion, up 1.5% year over year.
During its Q3 2026 earnings call, Southwest executives detailed initiatives to improve loyalty revenue, including a Rapid Rewards overhaul starting in 2027 with a new platinum tier, international point redemption, and ancillary purchases. The airline also plans a new premium credit card tied to upcoming lounges, fleet-wide Starlink Wi-Fi, and international partnerships. CEO Bob Jordan described these as a connected loyalty ecosystem, while CFO Tom Doxey noted the initiatives aim to improve loyalty revenue. Southwest reported Q3 2026 operating revenues of $8.4 billion, up 21.2% year over year, and net income of $270 million.
American Airlines executives said on a Q3 2026 earnings call that the carrier will continue investing in customer experience and premium options, two of four pillars in its economic strategy, to prepare for a strong 2027 despite mixed quarterly results. Revenue rose 19.3% year over year, ahead of guidance, but an adjusted net loss of $182 million resulted from a $1.9 billion increase in fuel expenses, up 67.5% year over year. CEO Robert Isom expressed confidence in the underlying business, citing commercial initiatives. The AAdvantage loyalty program saw enrollments up 27% year over year, with New York, Los Angeles and Chicago leading growth. Premium revenue rose 22.9% year over year, outpacing main cabin growth of 19.5%. CFO Devin May said CX investments support broader commercial initiatives rather than paying for themselves directly.
Petco relaunched its Petco Perks loyalty program in the second quarter of 2026. Customer points redemptions far exceeded expectations, impacting net sales by millions of dollars and leaving them roughly flat year over year. CEO Joel Anderson said measures have been deployed to curb redemptions, and the company will focus on personalization capabilities to support long-term growth.
Carnival Cruise Line introduced a new loyalty program, Carnival Rewards, on Tuesday, replacing the existing VIFP Club. The new program ties tier status to spending amount rather than number of sailing days. Members earn 3 points and 3 stars for every $1 spent, with points redeemable for shore excursions, specialty dining, and spa services, while stars determine loyalty tier. The program was announced in June 2025 and was originally scheduled to launch in June of this year.
Albertsons and Chevron U.S.A. Inc. announced that shoppers can combine fuel rewards accumulated in both loyalty programs for a single purchase at Chevron-branded gas stations. This partnership is based on a program that began in California in 2012 with Vons and Pavilions, and has now expanded to more regions, though some markets (such as the Jewel-Osco area) do not participate.