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Hotel and Credit Card Loyalty Programs Offer Exclusive Event Access in 2026
From Sundance to the Grammys, loyalty programs are focusing on experiences over points.
Published on Feb. 4, 2026
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Loyalty programs from credit cards to hotels are shifting their focus to providing members with exclusive access to high-profile events and experiences, rather than just points and discounts. Examples include Chase Sapphire cardholders attending Sundance Film Festival events and Hilton Honors members attending the 2026 Grammy Awards with VIP perks.
Why it matters
This trend reflects the growing demand from travelers for experiences over material rewards. Brands are responding by repositioning their loyalty programs as a way for members to access culturally significant moments and events that they may not be able to otherwise.
The details
At Sundance, Chase Sapphire cardholders were able to skip lines, attend exclusive cast parties, and enjoy a pop-up restaurant from Frasca Food and Wine. Meanwhile, Hilton Honors members attended the 2026 Grammys, with perks like a 3-night stay at the Waldorf Astoria Beverly Hills and in-room glam appointments. Hilton has also expanded its Honors Experiences platform to include VIP access to F1 races, the Carabao Cup Final, and wellness/culinary travel experiences.
- In January 2026, Chase Sapphire cardholders attended Sundance Film Festival events.
- In February 2026, Hilton Honors members attended the Grammy Awards ceremony.
The players
Chase Sapphire
A credit card program that provided Sundance Film Festival access and experiences for its cardholders.
Hilton Honors
A hotel loyalty program that offered its members VIP access to the 2026 Grammy Awards ceremony.
The takeaway
Loyalty programs are evolving to meet the growing demand for experiential travel, repositioning themselves as gateways to culturally significant events and moments rather than just points and discounts. This shift reflects the changing priorities of modern travelers who increasingly value unique experiences over material rewards.
