As Saudi Arabia’s consumer landscape evolves alongside Vision 2030, brands are increasingly rethinking how they build loyalty. With a young, digitally savvy population and rising travel activity, experience-led rewards are emerging as a more effective way to engage customers than traditional points-based models.
According to Dhruv Ranjan Verma, Founder & CEO of Thriwe, the shift is largely driven by the Kingdom’s youthful and aspirational demographic. With more than half the population under 35, consumers are increasingly motivated by lifestyle value rather than the accumulation of points.
“Value is no longer measured by accumulation—it’s measured by lifestyle enhancement,” Verma explains. “Points may close a transaction, but experiences open a relationship.”
He notes that while transactional rewards provide utility, travel experiences create emotional connections that strengthen brand affinity. Simple privileges such as seamless airport assistance, lounge access, or convenient family transfers during busy travel periods often become memorable moments that customers share with others.
This dynamic is particularly powerful in Saudi Arabia, where word-of-mouth recommendations and family influence play a major role in purchasing decisions. “Points are often quiet in an account, but experiences are visible and shareable,” says Verma. “Experiences spark storytelling, and storytelling sparks advocacy.”
Seasonal moments also offer opportunities for deeper engagement. During Ramadan, travel patterns shift significantly as family reunions increase, Umrah journeys rise, and late-night mobility becomes more common.
“Ramadan is a high-emotion period where travel, family, and spirituality intersect,” Verma says. “Brands that support these journeys demonstrate cultural awareness and position themselves as enablers of meaningful life experiences.”
He adds that tailored privileges such as airport assistance, Umrah travel support, and family travel upgrades around Eid can significantly improve customer engagement and loyalty metrics.
Travel-enabled loyalty platforms also support Saudi Arabia’s Vision 2030 ambitions, particularly as the Kingdom aims to attract 150 million tourists annually while enhancing quality of life.
“Travel-enabled loyalty programs act as the benefits layer connecting consumers to Saudi Arabia’s expanding tourism and lifestyle ecosystem,” Verma explains. By integrating airport experiences, hospitality services, mobility, and lifestyle partnerships, these platforms help make premium travel experiences more accessible.
At the same time, personalization is becoming central to customer engagement in the Kingdom’s mobile-first market. With high smartphone adoption, customers increasingly expect services that are relevant, seamless, and delivered at the right moment.
“Premium engagement today is not about giving more,” Verma concludes. “It’s about giving what matters, exactly when it matters.”
