Singapore — Customer loyalty has become one of the most contested strategic battlegrounds across South East Asia and India, and the industry now has its first dedicated regional association to support the professionals shaping it.
The South East Asia and India Loyalty Association (SILA) has officially launched, bringing together brands, loyalty professionals and technology partners across the region. SILA will focus on connecting industry practitioners, sharing global best practices, developing professional skills and providing research and insights to help organisations build stronger customer relationships. Its founding board includes senior leaders from Accor Plus, Far East Hospitality, Metro Singapore, Mastercard Singapore and Minden.ai, reflecting how loyalty has expanded beyond traditional points programmes into customer data, payments and digital commerce.
SILA CEO Sarah Richardson said South East Asia and India are among the world’s most exciting regions for loyalty innovation, adding that the association’s vision is to create a collaborative community that connects industry leaders and shares global best practice. SILA’s first major initiative will be the 2026 Loyalty Leaders Summit, to be held on 23 September at the Four Seasons Hotel Singapore, bringing together up to 180 CMOs, loyalty leaders and customer experience specialists.
As the loyalty market across Asia Pacific continues to grow, the launch of SILA signals a shift from loyalty being treated as a marketing add-on to a recognised commercial discipline with its own professional community, standards and dedicated industry body.
For more information, visit https://www.asianloyaltyassociation.com/
