Comarch Clients Take Top Honors at the International Loyalty Awards 2025

On May 15, 2025, the loyalty industry’s brightest gathered in Dubai for the International Loyalty Awards—a gala that shines a spotlight on programs redefining customer engagement worldwide. Among the standout winners this year? Two Comarch-powered programs that prove loyalty is about more than just points.

Virgin Active’s Holistic Approach

Virgin Active took home the award for Best Loyalty Initiative within Leisure, Experience & Entertainment. Judges were especially impressed with the program’s holistic approach to wellness, one that goes far beyond the gym. By weaving together fitness, nutrition, and community, Virgin Active has built a loyalty experience grounded in real, meaningful behaviors.

Rewards are aligned with healthy habits and lifestyle goals. This strategic, values-driven approach caught the jury’s attention, along with the brand’s commitment to deepening personalization through data. It’s a win that celebrates wellness and innovation. And we’re proud to support Virgin Active as their loyalty tech partner.

Aura’s Winning Streak Continues

Meanwhile, Aura by Alshaya Group continued its reign as a regional loyalty leader, winning International Loyalty Program of the Year (Middle East) for the second year running. Judges called Aura “the benchmark” for retail loyalty, citing its compelling member pricing, strategic brand partnerships, and an impressive MVNO collaboration with Ooredoo.

Personalization played a key role here, too, and what stood out most was how much the program has achieved in such a short time. Powered by the Comarch Loyalty Platform, Aura exemplifies what’s possible when tech meets ambition.

Congratulations!

At Comarch, we’re honored to stand behind both of these award-winning programs. It’s the result of what we believe loyalty should be: personal, purposeful, and built on strong foundations.

Here’s to building what’s next—and to the partners setting the standard today.