Spain Loyalty Market Size & Forecast by Spend Value Across 100+ KPIs by Program Type, Channel Mix, Sector, Embedded Loyalty Penetration, and Platform Spend Segmentation - Databook Q2 2026 Update

The loyalty market in Spain is expected to grow by 17.2% annually, reaching US$1.72 billion by 2026.

The loyalty market in the country has experienced robust growth during 2021-2025, achieving a CAGR of 19.2%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 14.6% from 2026 to 2030. By the end of 2030, the loyalty market is projected to expand from its 2025 value of US$1.47 billion to approximately US$2.98 billion.

Key Trends and Drivers

Grocery loyalty is shifting from passive points to measurable savings and subscription-led retention

• Spain’s grocery loyalty market is becoming more savings-led, with retailers using loyalty programs to protect repeat visits in a value-conscious retail environment. DIA is a clear recent example: its 2025 Capital Markets Day presentation positioned Club Dia as a “premier loyalty subscription club in Spain,” with omnichannel contact across 5.6 million users. Its 1H 2025 update also noted that loyalty customers’ baskets were twice the size of non-loyalty customers’ baskets, showing that loyalty is increasingly being treated as a sales productivity lever rather than only a customer-recognition tool.
• The driver is putting pressure on Spanish food retailers to retain households while defending basket size. DIA’s FY2025 results presentation reported loyalty sales at 56% of gross sales under the banner, up 9%, and the company has also set a 2025-2029 ambition to add more than one million loyal customers through Club Dia. This indicates that loyalty is being built into store economics, private-label growth, online engagement, and promotional targeting rather than being managed as a separate marketing activity.
• This trend is likely to intensify, especially in grocery, discount retail, and convenience formats. Spanish retailers will place more emphasis on loyalty-linked personalized coupons, subscription benefits, and app-based savings mechanics that can be directly tied to basket expansion and repeat visits. Programs that cannot demonstrate incremental spending or higher purchase frequency are likely to be simplified, while programs linked to pricing, private label, and digital engagement will receive more investment.

Loyalty is moving closer to payments, wallets, and mobility ecosystems

• Spain’s loyalty programs are increasingly being embedded into payment and wallet journeys. Repsol’s Waylet is the strongest recent example: the company’s 2025 consolidated management report states that Repsol had 10.8 million digital customers, most of them using Waylet, its loyalty and payment app. This shows how loyalty is expanding beyond fuel discounts into a broader multi-energy, payment, charging, and customer-data platform.
• The driver is the rapid normalization of digital payments in Spain. Banco de España’s 2025 payment report found that mobile-device use at point of sale has doubled since 2022, while cards remain the leading online payment method, and ease of use and security are key reasons consumers try new payment methods. This gives loyalty operators more opportunities to attach rewards to payment credentials, app logins, QR payments, EV charging, and recurring transactions.
• Payment-linked loyalty is likely to intensify, but with a stronger emphasis on utility rather than points accumulation alone. Repsol’s 2025 report notes Waylet integration with EV charging access, Autocharge functionality, and additional charging-network integrations, suggesting that loyalty programs will increasingly act as access layers across mobility, energy, and payments. Retailers, fuel operators, banks, and wallets will compete to own the customer’s everyday transaction interface.

Travel loyalty is being upgraded as Spain’s travel and airport activity reach new highs

• Travel-linked loyalty is becoming more commercially important in Spain as airlines and airport operators use loyalty to deepen customer engagement beyond the ticket purchase. Iberia’s June 2025 Investor Day presentation highlighted plans to consolidate Iberia Club as a stronger loyalty proposition, including more Avios redemption options, more non-air partners, more accessible tiers, and spend-based recognition. This marks a shift from mileage-only recognition toward broader engagement across flights, ancillaries, and partners.
• The key driver is sustained travel demand and higher commercial monetization around Spanish travel flows. Aena’s 2025 sustainability report states that its network handled more than 384.8 million passengers in 2025, up 4.2% from 2024, and its strategic plan includes expanding digital services and strengthening the loyalty program across the customer journey inside and outside the airport. IAG’s 2025 reporting also shows the strategic value of IAG Loyalty and Avios within the wider airline group.
• This trend is likely to intensify as travel loyalty becomes a higher-margin revenue and engagement engine. In Spain, airline loyalty will likely move further into co-branded financial products, partner redemptions, ancillaries, hotels, mobility, and airport services. Aena’s loyalty expansion across the passenger journey also indicates that airports may become more active loyalty platforms, especially in parking, retail, food and beverage, lounges, and sustainability-linked incentives.

E-commerce growth is pushing loyalty toward app-based personalization and omnichannel engagement

• Spain’s loyalty programs are being reshaped by higher digital shopping frequency and a larger role for apps in customer engagement. CNMC reported that Spanish e-commerce turnover reached EUR 25.752 billion in Q1 2025, up 18.2% year-on-year, with more than 474 million e-commerce transactions, up 14.9%. This creates a stronger need for loyalty programs that can operate across online stores, apps, digital payments, store visits, delivery, and click-and-collect.
• The driver is the combined growth of e-commerce transactions and digital payment behavior. Banco de España notes that Spanish consumers made almost three times more online payments in 2024 than in 2019, while e-payment solutions such as wallets and mobile apps gained share. For loyalty operators, this means more identifiable customer touchpoints and better ability to personalize offers, but also higher expectations around ease of use, security, and relevance.
• The trend is likely to intensify, but with a sharper split between programs that have active app engagement and those that remain mostly card-based. Retailers and service providers in Spain will invest more in app-based coupons, digital receipts, payment-linked rewards, targeted offers, and cross-channel customer journeys. However, consumer privacy expectations and EU data rules will limit overly broad data use, pushing operators toward consent-led personalization and clearer value exchange.

Competitive Landscape

Competition is expected to intensify over the next 2-4 years, led by grocery retailers, mobility platforms, airlines, airport operators, and card-linked travel products. The strongest programs will be those that connect savings, payments, app engagement, and partner redemption into one customer journey. Spain’s rising digital-payment usage and e-commerce activity will also support more personalized, app-based loyalty, although privacy regulation and consumer sensitivity to value will limit purely promotional or data-heavy models.

Current State of the Market

• Spain’s loyalty program market is highly competitive and increasingly split across four battlegrounds: grocery-led savings programs, payment-linked loyalty apps, travel loyalty ecosystems, and retail-media/personalization platforms. Retailers remain the strongest competitive force, with Club Dia and Club Carrefour using savings, coupons, apps, and omnichannel tools to defend repeat grocery spend. At the same time, Repsol’s Waylet has made fuel, EV charging, payments, and partner rewards a major loyalty arena, while Iberia Club and Aena Club are strengthening travel-linked loyalty as passenger volumes recover. Competition is therefore no longer only retailer-led; it is increasingly shaped by payment journeys, mobility use cases, and travel ecosystems

Key Players and New Entrants

• Key players include Dia through Club Dia, Carrefour through Club Carrefour, El Corte Inglés through its department-store and financial-services ecosystem, Lidl through Lidl Plus, Repsol through Waylet, Iberia through Iberia Club and Avios, Aena through Aena Club, and bank/card-linked players such as Iberia Cards. Carrefour’s Club remains one of the most visible coalition-style retail programs, while Waylet competes more as a payment-and-loyalty platform than a traditional fuel rewards scheme. No major new standalone coalition entrant is clearly visible from recent verified sources; instead, competition is intensifying through partnerships and app upgrades by established players.

Recent Launches, Partnerships, Mergers, and Acquisitions

• Recent activity points to ecosystem expansion rather than outright consolidation. In January 2026, Club Carrefour and GLS Spain announced an agreement under which Club Carrefour members receive delivery-related benefits credited to ChequeAhorro, while Carrefour will add more than 100 GLS pick-up points in Spain. Iberia’s 2025 Investor Day highlighted changes to Iberia Club, including broader Avios redemption and partner options. Repsol continued to position Waylet as part of its wider digital customer base and mobility strategy, while Aena’s loyalty proposition remains linked to airport parking and commercial services.

This report provides a detailed data-centric analysis of the loyalty industry in Spain, offering comprehensive coverage of loyalty schemes, loyalty platforms, program structures, and market dynamics. It covers more than 100 KPIs, including loyalty spend value, breakage rate, penetration rate, program segmentation, and channel-level adoption.

The report provides in-depth segmentation across the loyalty ecosystem, capturing loyalty spend value and breaking it down by core market dimensions. It classifies loyalty activity by program models (such as points, cashback, tiered, subscription, coalition, and gamified formats), membership structures, and execution channels (in-store, online, and mobile app), alongside embedded loyalty use cases integrated into payments, commerce, and platform ecosystems. The analysis further segments the market by industry verticals and assesses technology enablement, including AI-driven personalisation and emerging blockchain-led program mechanics. In addition, the dataset captures consumer demographics, enrolment pathways, and key program economics such as value accumulation, redemption, and breakage. Collectively, these datasets provide a comprehensive and quantifiable view of market size, structure, engagement behaviour, and value realisation dynamics within the loyalty market.

The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.

Report Scope

This report provides a detailed data-centric analysis of the loyalty market in Spain, with comprehensive coverage across retail-sector context, loyalty spend dynamics, and loyalty platform economics. Below is a summary of key market segments:

Spain Retail Sector Market Context

• Spain Retail Industry Market Size, 2021-2030
• Spain Ecommerce Market Size, 2021-2030
• Spain POS Market Size Trend Analysis, 2021-2030

Spain Loyalty Spend Market Size and Growth Dynamics

• Spain Loyalty Spend Market Size and Future Growth Dynamics, 2021-2030
• Spain Loyalty Spend on Schemes by Value Accumulated and Value Redemption Rate, 2025
• Spain Loyalty Spend Share by Functional Domains, 2021-2030
• Spain Loyalty Spend by Loyalty Schemes, 2021-2030
• Spain Loyalty Spend by Loyalty Platforms, 2021-2030

Spain Loyalty Schemes Spend Segmentation by Loyalty Program Type

• Point-based Loyalty Program
• Tiered Loyalty Program
• Mission-driven Loyalty Program
• Spend-based Loyalty Program
• Gaming Loyalty Program
• Free Perks Loyalty Program
• Subscription Loyalty Program
• Community Loyalty Program
• Refer a Friend Loyalty Program
• Paid Loyalty Program
• Cashback Loyalty Program

Spain Loyalty Schemes Spend Segmentation by Channel

• In-Store
• Online
• Mobile

Spain Loyalty Schemes Spend Segmentation by Business Model

• Seller Driven
• Payment Instrument Driven
• Other Segment

Spain Loyalty Schemes Spend Segmentation by Key Sectors

• Retail
• Financial Services
• Healthcare & Wellness
• Restaurants & Food Delivery
• Travel & Hospitality (Cabs, Hotels, Airlines)
• Telecoms
• Media & Entertainment
• Other

Sector × Channel Views: Loyalty Schemes Spend by Key Sectors and Channels

• Online Loyalty Spend by Sector, 2021-2030
• In-store Loyalty Spend by Sector, 2021-2030
• Mobile App Loyalty Spend by Sector, 2021-2030

Spain Retail Sector Deep-Dive: Loyalty Schemes Spend by Retail Segment

• Diversified Retailers
• Department Stores
• Specialty Stores
• Supermarket and Convenience Store
• Other

Spain Loyalty Schemes Spend Segmentation by Accessibility

• Card Based Access
• Digital Access

Spain Loyalty Schemes Spend Segmentation by Consumer Type

• B2B Consumers
• B2C Consumers

Spain Loyalty Schemes Spend Segmentation by Membership Type

• Free
• Free + Premium
• Premium

Spain Loyalty Spend Split by Embedded vs. Non-Embedded Loyalty

• Embedded Loyalty Programs
• Non-Embedded Loyalty Programs

Spain Loyalty Spend Split by Use of AI / Blockchain

• AI Driven Loyalty Program
• Blockchain Driven Loyalty Program

Spain Loyalty Platform Spend Segmentation by Software Use Case

• Analytics and AI Driven
• Management Platform

Spain Loyalty Platform Spend Segmentation by Vendor / Solution Partner

• In-house
• Third-Party Vendor

Spain Loyalty Platform Spend Segmentation by Deployment

• Cloud
• On-Premise

Spain Loyalty Platform Spend Segmentation by Offering

• Software
• Services
• Custom Built Platform vs. Off the Shelf Platform

Spain Consumer Demographics & Behaviour (Loyalty Spend Share), 2025

• Age Group
• Income Level
• Gender

Spain Loyalty Program KPIs, Behavioral Metrics & Embedded, 2025

• Loyalty Program Penetration (% of Retail Sales under Loyalty)
• Primary Loyalty Motivation Split Analysis
• Loyalty Program Breakage Rate Analysis
• Loyalty Program Enrollment Channel Mix Analysis
• Embedded Loyalty Penetration by Channel

Reasons to Buy

• Comprehensive Loyalty Market Intelligence: Gain a complete view of the loyalty market by quantifying total loyalty spend value and its composition across loyalty schemes and loyalty platforms. The databook also includes retail context indicators to help benchmark market scale, structure, maturity, and growth dynamics. This enables users to understand not only the size of the opportunity, but also how loyalty value is distributed across the broader ecosystem.
• Granular Loyalty Spend and Program Type Coverage: Analyze loyalty spend across a wide range of loyalty schemes and platform-led models, supported by structured segmentation across key program types. Coverage includes point-based, tiered, cashback, subscription, community, gaming, mission-driven, paid, and referral-led formats. This helps identify which loyalty models are gaining traction and how program structures are evolving across markets.
• Channel, Sector, and Execution-Level Insights: Evaluate how loyalty spend is distributed across in-store, online, and mobile channels, with further visibility across major sectors such as Retail, Financial Services, Healthcare & Wellness, Restaurants & Food Delivery, Travel & Hospitality, Telecoms, and Media & Entertainment. Dedicated sector × channel views help users compare execution models and assess where loyalty engagement is strongest across physical, digital, and mobile environments.
• Program Structure, Participation, and Embedded Loyalty Analysis: Understand how loyalty schemes differ by business model, accessibility, consumer type, and membership format. The dataset covers seller-driven vs. payment-instrument-driven models, card-based vs. digital programs, B2B vs. B2C participation, and free, premium, and free+premium membership types. It also tracks embedded vs. non-embedded loyalty and emerging mechanisms, including AI-driven and blockchain-driven loyalty spend where captured.
• Loyalty Platform Spend and Vendor Benchmarking: Benchmark loyalty platform economics across software use cases, partner models, deployment choices, and offering mix. Coverage includes analytics/AI-driven platforms, loyalty management platforms, in-house vs. third-party solutions, cloud vs. on-premise deployment, and software vs. services models. The dataset also supports comparison of custom-built and off-the-shelf loyalty platform approaches.
• Consumer, KPI, and Decision-Ready Databook Lens: Access loyalty spend share by age, income, and gender, alongside decision-critical program KPIs such as loyalty penetration, primary motivation split, breakage rate, enrollment channel mix, and embedded loyalty penetration by channel. With historical and forecast coverage through 2030 and 100+ KPIs, the databook is designed for direct use in market models, strategic planning, competitive benchmarking, and executive presentations.