TLP Signals Newsletter | Gap Inc. expands Encore loyalty into cross-brand ecosystem

Hey Loyalty Legend 👋

Here are the most commercially meaningful loyalty, payments and CX developments from the past seven days. These aren’t minor tweaks — they signal where engagement economics are moving next.

🇺🇸 Gap Inc. launches Encore across its brand portfolio

Gap Inc. has launched Encore, a redesigned loyalty ecosystem spanning Old Navy, Gap, Banana Republic and Athleta. The programme introduces tiering, enhanced earn mechanics, cultural and experiential access, and a stronger integration with its co-branded credit card. It moves the conversation beyond transactional points toward curated brand moments and multi-brand engagement.

Encore appears designed to drive cross-shopping within the portfolio while increasing card adoption and deepening emotional loyalty in a competitive apparel market.

Why this matters

Apparel loyalty has historically leaned heavily on discount cycles. Gap is reframing loyalty as a lifestyle layer — using access and identity rather than pure price mechanics.

Multi-brand ecosystems will likely outperform siloed programmes in 2026.

🇦🇺 Qantas implements major Frequent Flyer status overhaul

Qantas announced sweeping changes to its Frequent Flyer programme, including the ability to roll over unused status credits and earn status through selected partner activity, not just flights. At the same time, tier qualification thresholds are being recalibrated.

This is one of the most structural airline loyalty adjustments in recent years, coinciding with strong loyalty revenue growth.

Why this matters

Airline loyalty is shifting toward continuous engagement. By linking status progression to everyday partner behaviour, Qantas is reinforcing loyalty as a broader ecosystem play rather than a travel-only benefit.

Status economics remain one of the most powerful behavioural levers in travel.

🇺🇸 United reshapes MileagePlus to prioritise co-brand cardholders

United has confirmed changes that significantly advantage co-branded credit and debit cardholders within MileagePlus. Cardholders will receive improved earning rates and redemption benefits, while non-cardholders face reduced accrual in certain categories.

This isn’t subtle. It’s deliberate revenue engineering.

Why this matters

Airline loyalty profitability increasingly depends on financial partnerships. When loyalty value is gated behind card ownership, programmes become acquisition tools for banking products as much as travel incentives.

The commercial centre of gravity is shifting toward financial integration.

🇬🇧 Virgin Atlantic launches enhanced status match campaign

Virgin Atlantic has introduced a targeted campaign offering tier recognition to British Airways members following BA’s programme changes. The strategy is clearly aimed at capturing disillusioned elites during a moment of transition.

This is loyalty competition in real time.

Why this matters

Programme design decisions create competitive opportunity. When customers perceive value erosion, rivals move quickly.

Loyalty is no longer passive retention — it’s an offensive acquisition tool.

🇺🇸 Love’s Travel Stops expands its loyalty programme integration

Love’s has upgraded its loyalty mechanics to unify earning across fuel purchases and in-store spend, with digital app-based tracking and incentives to encourage repeat behaviour.

This brings fuel retail closer to mainstream loyalty sophistication.

Why this matters

High-frequency, utility-based categories are increasingly investing in structured loyalty ecosystems.

The more frictionless loyalty is at checkout, the more habitual behaviour becomes.

🇺🇸 CITGO integrates ACH payments into its loyalty app

CITGO introduced PlusPAY, allowing customers to link bank accounts directly to its loyalty app for ACH-based payments. This merges payment flow and loyalty rewards in one digital journey.

It reduces card processing costs while strengthening first-party payment behaviour.

Why this matters

Payment and loyalty convergence is accelerating. When brands control payment rails within loyalty apps, they gain better margins, deeper data and stronger behavioural loops.

Embedded payment capability is becoming a loyalty advantage.

🇺🇸 Capillary acquires Mastercard’s SessionM loyalty division

Capillary Technologies confirmed the acquisition of SessionM, Mastercard’s loyalty and engagement business. SessionM is known for enterprise-scale segmentation and real-time activation.

This move consolidates loyalty SaaS capability into broader orchestration platforms.

Why this matters

Enterprise loyalty technology is compressing into fewer, more comprehensive systems. Brands will increasingly demand unified CRM, loyalty and engagement capability rather than standalone point engines.

The stack is consolidating.

🇺🇸 Subway removes free footlong perk from Sub Club

Subway is discontinuing its free footlong milestone mechanic, transitioning further toward a points-based system. The move triggered visible backlash from customers who perceived a loss of value.

Programme economics are being tightened.

Why this matters

Loyalty devaluation is risky. When customers anchor to a clear, tangible reward, removing it can damage trust.

Cost control must be paired with clear narrative and replacement value.

🇮🇳 Indian Railways launches “Rail Miles” loyalty programme

South Central Railway has introduced Rail Miles, a structured loyalty concept rewarding passengers and freight customers with miles tied to travel distance, class and usage.

This extends loyalty thinking into national transport infrastructure.

Why this matters

Loyalty is expanding beyond retail and airlines into public mobility. That signals enormous behavioural data potential and the use of incentives to influence systemic usage patterns.

Infrastructure sectors are now embracing engagement economics.

🇧🇪 Radisson Rewards expands partner ecosystem

Radisson Rewards continues broadening earn and burn opportunities through expanded travel and lifestyle partnerships, positioning loyalty as relevant beyond hotel stays.

This reflects hospitality’s shift toward everyday presence.

Why this matters

Travel loyalty cannot rely solely on episodic engagement. Programmes that embed into broader lifestyle behaviour reduce switching risk and increase member value capture.

Relevance between stays matters more than redemption catalogues.

If you want to discuss any of these signals in more depth, this is exactly the kind of conversation happening inside TLP Collective.