Endeavour Group has been recognised for its excellence in customer and employee loyalty, taking home two top honours at the 2025 Asia Pacific Loyalty Awards.
Hosted by the Australian Loyalty Association at Melbourne’s Sofitel, the event celebrated the region’s most innovative and effective loyalty initiatives.
Dan Murphy’s My Dan’s membership program was named Best Overall Loyalty Program – Grocery & Beverage, while ALH Hotels’ recently launched pub+ program won Best Overall Loyalty Program – Business to Employee.
Endeavour said the wins highlight the group’s strategic focus on enhancing customer and team engagement through innovative, experience-driven loyalty programs.
Agi Pfeiffer-Smith, Managing Director of Dan Murphy’s, said: “This year, My Danʼs celebrates its 10 year anniversary, and this award is recognition of what has truly set the program apart for a decade – its customer-centric design, accessibility, and ability to bring value to millions of Australians.
“Our team has worked tirelessly to create a program thatʼs not only seamless and rewarding, but also deeply personal.ˮ
Paul Carew, Managing Director of ALH Hotels, added: “pub+ stands out because it bridges the gap between staff and guests, ensuring team members not only understand but actively experience the value of the program.
“By enjoying all the benefits of pub+ themselves, our team becomes genuine advocates, ready to share their firsthand experience with guests. This connection has made them the driving force behind customer acquisition, helping the program achieve an impressive milestone of 500,000 members in less than six months and the program’s ongoing success.ˮ
The 2025 Asia Pacific Loyalty Awards recognise the region’s leading loyalty innovation across customer and employee programs.