Regional Reward Preferences: What's Hot in APAC vs. EMEA vs. the Americas

One of the most common mistakes we see in global rewards programs? Assuming that what works in one market will work everywhere else. 

It sounds obvious when you say it out loud. Of course, people in Tokyo have different preferences than people in Toronto. Of course, a top-performing reward in Germany might fall flat in Brazil. But when it comes time to build a global catalog, many organizations default to a one-size-fits-all approach, either because it's easier to manage, or because they simply don't have the data (or supply chain) to do it differently. 

The result is predictable: uneven engagement, underwhelming redemption rates, and program members who feel like the rewards on offer weren't really designed with them in mind. 

At CarltonOne, we process millions of reward redemptions every year across 190 countries. That volume gives us a unique window into what people actually choose... not just what they say they want in a survey, but what they select when they've earned their points and it's time to spend them. 

Here's what the data tells us about regional reward preferences, and why it matters for your program. 

North America: Convenience and Familiar Brands 

In the United States and Canada, program members tend to gravitate toward rewards that fit seamlessly into their daily lives. Gift cards dominate, particularly for major retailers, streaming services and quick-service restaurants. There's a strong preference for brands with widespread recognition and immediate utility. 

Merchandise performs well too, but the winning categories lean practical: home electronics, kitchen appliances, and everyday items that deliver tangible value. Travel and VIP Experiential rewards are growing, but they still represent a smaller share of total redemptions. 

The takeaway? North American program members often optimize for convenience and flexibility. They want rewards they can use right away, from brands they already know and trust. 

EMEA: Quality, Experience and Local Relevance 

Europe, the Middle East, and Africa present a more fragmented picture, which makes sense given the diversity of cultures, languages, and economies across the region. 

In Western Europe, there's a noticeable preference for quality over quantity. Program members are often willing to save their points for higher-value rewards rather than redeeming frequently for smaller items. Premium brands, travel experiences, and lifestyle products tend to perform well. 

Sustainability also matters more here than in other regions. Eco-friendly products and brands with strong environmental credentials see higher engagement, particularly in Northern Europe. 

In the Middle East, luxury goods and aspirational brands punch above their weight. And across Africa, mobile-first rewards (airtime top-ups, mobile money, digital vouchers) are essential for rewarding program members where they are. 

The through-line? Local relevance is non-negotiable in EMEA. A catalog that works in the UK won't automatically translate to the UAE or South Africa. Programs that invest in regional curation see significantly better results. 

APAC: Digital-First and Lifestyle-Oriented 

Asia-Pacific is arguably the most dynamic rewards market in the world right now. Digital adoption is high, expectations are elevated, and program members are often more engaged with their rewards programs than their counterparts in other regions. 

Gift cards and digital vouchers are hugely popular, especially for hyperlocal e-commerce platforms, food delivery and entertainment. In markets like Japan and South Korea, there's strong appetite for lifestyle and wellness rewards: beauty products, fitness gear, and experiences that align with personal interests. 

In Southeast Asia, practicality rules. Grocery vouchers, mobile top-ups, and everyday essentials are consistent top performers. And across the region, speed matters, program members expect instant digital delivery, and anything that introduces friction tends to underperform. 

One thing that stands out in APAC: the willingness to explore. Program members here are often more open to discovering new brands and products through their rewards catalog, which creates opportunities for programs that curate with intention. 

What This Means for Your Program 

If you're running a global rewards program, or planning to expand into new markets, regional preferences should be shaping your catalog strategy from day one. 

That doesn't mean you need to build everything from scratch in every market. But it does mean asking harder questions: Are we offering rewards that actually resonate locally? Are we defaulting to global brands because they're easy, or because they're effective? Do we have the data to know the difference? 

A few practical starting points: 

Audit your redemption data by region. If certain categories or brands are underperforming in specific markets, that's a signal worth investigating. 

Talk to your local teams. They often have intuition about what's missing from the catalog, even if they can't quantify it. 

Build in flexibility. The best global programs balance consistency (a unified platform, a coherent brand experience) with local adaptation (regionally relevant rewards, local fulfillment options). 

Partner with suppliers who understand regional nuance. Your rewards supply chain should be helping you navigate these differences, not ignoring them. 

Go Deeper 

We've only scratched the surface here. For a more detailed breakdown of regional trends, category shifts, and the brands that are winning across markets, download our 2026 Rewards Benchmark Report. It's built on 7.3+ million redemptions across 190 countries — and it might just change how you think about your catalog.