Guest Post: How gamification can supercharge travel loyalty during major global events

Mike Putman, CEO and founder at Customer Travel Solutions (CTS), unpacks how to nail this

With global sporting spectacles like the 2026 FIFA World Cup on the horizon, travel brands are gearing up for an influx of experience-hungry consumers. But as the competition for attention intensifies, how can travel companies stand out and build lasting relationships with their customers?

One answer lies in gamification – the use of game-like elements such as competitions, prize draws, and challenges – to inject fun, interactivity, and engagement into loyalty programs. More than a passing trend, gamification has become a powerful strategy to foster emotional connections and drive repeat bookings in a crowded market.

Why gamification matters now

Travellers are no longer just booking a flight and a hotel – they’re seeking curated experiences tied to their passions, whether that’s football, food, music, or wellness. Events like the World Cup present a unique opportunity to engage with these audiences in contextually relevant ways. Gamified experiences enable brands to tap into that enthusiasm, nudging users to explore more, share more, and ultimately, stay loyal.

Beyond the event itself, gamification offers brands a way to build lasting ecosystems around travel. Think digital passports that reward users for checking into new destinations, point-earning challenges tied to local experiences, or quizzes that unlock tailored itinerary suggestions. These elements can be layered into apps, booking engines, or CRM workflows to sustain engagement well after the final whistle blows.

How travel brands are doing it

Some travel platforms are already leading the way. Airlines and OTAs are experimenting with tiered reward structures, interactive maps, and spin-the-wheel discounts to surprise and delight users. Hotel chains are launching ‘badge’ systems for guests who try new amenities or return frequently. Tour operators are designing treasure-hunt-style challenges that encourage exploration and social sharing.

The results? Increased time spent on platforms, higher conversion rates, and greater loyalty – particularly among younger travellers who are already primed for gamified interactions via apps, social media, and streaming platforms.

A future-ready approach to loyalty

As the lines blur between travel, entertainment and tech, gamification offers a compelling way to future-proof loyalty. It’s not about gimmicks, but about building playful, rewarding, and memorable experiences that align with travellers’ interests and behaviours.

The 2026 FIFA World Cup, set to take place across the USA, Canada, and Mexico, is expected to attract over 5 million international visitors across the three host countries, according to local Mexican authorities. In the United States alone, the event is projected to generate $50 billion in economic output and create nearly 300,000 jobs, driven largely by tourism, hospitality, and entertainment sectors. This influx of global travelers presents a massive opportunity for travel brands to capitalize on gamification, offering memorable and engaging experiences that will not only boost brand visibility but also foster long-term loyalty. As the competition for customer attention intensifies, gamified loyalty programs and interactive experiences will allow brands to engage travelers in new, innovative ways, making the most of this once-in-a-lifetime event.