8 in 10 of APAC consumers seek unique experiences through brand rewards

Younger generations lead the trend.

About 81% of consumers in Asia Pacific rely on brand rewards to access unique and exclusive experiences, highlighting a major shift in how brands drive loyalty, according to the 2025 Asia Pacific Consumer Happiness Report.

The report, based on a survey of over 4,000 respondents across eight markets, showed that experiences—rather than just products or discounts—are increasingly central to consumer happiness.

"Consumers expectations for how they find satisfaction from brands have evolved,” said Rohan Bhalla, vice president of business solutions for APAC at Collinson. “In today's transformation economy, consumers are drawn to experiences that enrich their lives far beyond basic consumption — experiences that nurture connection, inspire personal growth and help bridge the gap between the world they live in and their aspirations.”

Younger generations lead the trend, with 89% of Millennials and 86% of Gen Z prioritising experiential rewards.

Overall satisfaction with brand rewards is highest amongst Millennials (72%), followed by Gen Z (67%), Gen X (65%), and Boomers (56%).

Additionally, the study showed that happiness drives loyalty: 46% of consumers consistently buy from the same brand, 43% try new products, and 42% recommend brands to others. Younger generations engage beyond buying, with 40% of Millennials and 37% of Gen Z interacting with brands on social media.

Rewards that enhance connection and self-fulfilment are most valued. Top rewards include perks for family and friends (20%), health and well-being benefits (18%), and personal elite status (15%). APAC consumers prioritise connection over autonomy, with 60% favoring rewards that strengthen relationships.