A major success for PAYBACK on the European stage: At a gala in London, PAYBACK GROUP CEO Bernhard Brugger was named “European Loyalty Personality of the Year 2026.” With this honor, the jury of the “European Loyalty Awards” recognized Brugger’s contributions to the development of PAYBACK. Under his leadership, the multi-partner rewards program has continuously strengthened its position as one of the largest and most innovative loyalty systems in Europe. With an exceptionally strong network of partners, consistent digitalization, and a clear customer focus, PAYBACK continues to set new trends for the entire industry, according to the citation. Brugger has shaped PAYBACK for more than a quarter-century.
“I am very pleased to accept this award, as it is a tribute to our entire team. Loyalty thrives on commitment, strong collaboration, and the drive for continuous change and innovation. And that is exactly what we at PAYBACK work toward every day—together with our partners and for the millions of people who earn points and save money with us,” said Brugger.
PAYBACK also impressed with its technology: The AI chatbot integrated into the PAYBACK app was honored in the “Best Use of Technology within a Loyalty Program” category. “Pointy” further simplifies the app’s use by answering questions—including those about partners—in real time and immediately offering the relevant coupons.
The “European Loyalty Awards” annually recognize outstanding programs, innovations, and individuals in the European loyalty industry.
You can find a press photo here.