Dragonpass APAC Loyalty Index: 53% of High-Income Consumers Say Bank Rewards No Longer Match Their Lifestyle Needs

SINGAPORE, June 12, 2026 /PRNewswire/ -- For years, loyalty programmes across banking, credit card, and financial institutions have been built around a familiar formula: collect points, unlock perks, repeat. But across Asia-Pacific, consumers are beginning to expect something different.

According to the APAC Loyalty Index released by Dragonpass, the region's loyalty economy is rapidly shifting away from transactional rewards toward lifestyle relevance, emotional trust, and everyday utility. The study, which surveyed consumers across Southeast Asia and China, found that while "trust" remains the foundational driver of brand loyalty, consumers increasingly demand value that feels immediate and personalised.

The results highlight growing fatigue with traditional loyalty mechanics in the region. While 80% of respondents stay loyal to their bank because it is the most secure option for their money, 28% say their loyalty rewards simply do not match their lifestyle — and a striking 53% of high-income earners find their current loyalty rewards are misaligned with their actual needs.

Travel and Digital Concierge as the New Loyalty Levers

The Index highlights that travel remains the most powerful tool for customer retention. Younger consumers and affluent segments demonstrated a strong preference for integrated digital concierge services, premium travel experiences, and personalised lifestyle benefits. This highlights the convergence of financial services and lifestyle ecosystems across APAC markets.

"The traditional loyalty model was designed around transactions, but consumers today demand something far more intuitive and integrated into their lifestyle," said John Su, Group CGO & APAC CEO of Dragonpass. "They expect their banks or financial providers to play an active role in their everyday lives. This is exactly where we have invested heavily, not only in spanning our global travel, dining, and premium lifestyle services, but in the technology that is designed precisely to close this gap, helping financial institutions deliver relevant, real-time value at every stage of the customer lifecycle."

For banks, fintechs, and payment brands, the implications are significant. As competition intensifies and switching barriers continue to fall, loyalty is increasingly becoming a strategic growth lever rather than a marketing add-on. The brands most likely to retain high-value customers may ultimately be those that can turn loyalty from a points programme into a seamless part of consumers' lifestyles.

About Dragonpass

Dragonpass is a global travel and lifestyle platform delivering premium travel and lifestyle experiences to 40+ million members worldwide.

Media Contact
Email: brandmarketing@dragonpass.com
Website: www.dragonpass.com

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Dragonpass APAC Loyalty Index: 53% of High-Income Consumers Say Bank Rewards No Longer Match Their Lifestyle Needs

A redesign built around one idea: the care of Teochew Gongfu Tea should be as easy to live with as it is to admire

CHAOZHOU, China, June 12, 2026 /PRNewswire/ -- Dofo Tea, a premium Chinese tea brand rooted in the centuries-old Teochew Gongfu Tea tradition, has completed a full brand refresh, with new packaging now live across its entire lineup. The redesign is less about a new look than a new invitation — bringing one of China's most revered tea cultures within easy reach of anyone curious enough to pour a cup.

A Redesign Guided by the Ritual Itself

For most Western drinkers, Chinese tea can feel like a closed world — hard to tell apart, harder to know where to begin. Dofo Tea's refresh was shaped around removing that hesitation.

• A color for every tea. Each variety now carries its own dedicated color, so even a first-time drinker can recognize, remember, and reach for the right tea with confidence — turning an unfamiliar category into something approachable.
• An opening worth slowing down for. Gongfu Tea has always been about attention, not haste. The new lift-top box opens with a quiet, deliberate ease, making the simple act of reaching for your tea the first small moment of the ritual.
• Ready to give, by design. Finished with a satin ribbon bow, every order arrives looking like a gift — an extension of Dofo Tea's mission to carry a treasured Chinese tradition to people far beyond its origin.

Trusted Quality Behind Every Box

Founded by government-certified Senior Tea Taster Mr. XU Jiahua, a third-generation artisan from Phoenix Mountain, Chaozhou, Dofo Tea crafts each variety with rigorous attention to purity and provenance, with every batch personally overseen by Mr. Xu. A champion of UNESCO-listed Teochew Gongfu Tea culture, the brand earned a Gold Medal at the AVPA Paris Gourmet International Tea Contest.

Experience the New Dofo Tea

Explore the refreshed collection at https://Dofotea.com and follow @DofoTeaOfficial for updates. To celebrate the refresh, customers receive 20% off all orders and free shipping on all U.S. orders for a limited time.

Dofo Tea. Serenity is Key.

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Dofo Tea Refreshes Its Look to Make a Centuries-Old Tea Ritual Feel at Home in Any Kitchen