In 2026, loyalty in hospitality isn’t just about points, discounts, or flashy TikTok moments. It’s about belonging. Younger guests, especially Gen Z, are increasingly ditching one-off trendy spots in favour of places where they can show up repeatedly, be recognised, and build real-world connections.
The Rise of the “Regular”: Gen Z and Community-Centred Venues
A recent Business Insider report highlights a clear shift. Younger adults are choosing local dive bars, cafés, and restaurants where they can familiarise themselves with staff and other patrons, creating the kind of communal vibe older generations grew up with at their neighbourhood haunts.
Guests are even competing to visit the most often in themed loyalty programs, with rewards like personalised bricks on the wall or community celebrations. These initiatives demonstrate the value of repeated visits that go beyond discounts.
Why This Matters for Hospitality and Events
Emotional connection beats transaction. Gen Z doesn’t just want a discount. They want a place they feel part of.
Consistency builds habit. Regular visits lead to deeper loyalty and longer-term revenue.
Community drives word-of-mouth. “Your local spot” status spreads organically as people bring friends, host gatherings, or choose their hangout as the venue for social events.
Loyalty Is Still Desired, Just Not the Old Way
Consumer data supports this shift toward experience-based loyalty. A YouGov report found that 77% of Gen Z say loyalty programmes are an effective way to encourage repeat visits, and younger diners are more likely to choose a venue offering rewards than older groups.
Broader restaurant industry research shows Gen Z adults engage with multiple loyalty programmes, averaging more than four memberships per person. This signals a strong appetite for meaningful and interactive rewards.
How Dive Bars and Local Spots Can Activate Loyalty in 2026
1. Create Low-Barriers to Becoming a “Regular”
First-visit badges, birthday surprises, or repeat-visit unlocks such as a free snack after three visits help guests feel recognised immediately.
2. Blend Digital Engagement With Real-World Vibes
Younger guests respond to digital incentives that translate into physical experiences. Tonza Deals enables interactive promotions like:
- QR-triggered spin-to-win offers at the bar
- Unlockable passes for unique experiences such as VIP seating, live music perks, or exclusive tastings
- Check-in rewards that reinforce habit without feeling transactional
3. Build Community-Focused Programming
Small venues can create loyalty through events that bring people together:
- Weekly trivia, open mic, or local artist showcases
- Mini-leagues or competitions tied to reward mechanics
- Collaborations with local brands for co-branded experiences
Takeaway: Loyalty Is Human First
Loyalty in 2026 isn’t about the biggest discounts or the flashiest ads. It’s about creating a sense of belonging and rewarding participation in meaningful ways. For dive bars, cafés, and small venues, combining community-focused programming with Tonza Deals’ interactive digital rewards turns regular visits into emotional, habit-forming experiences that keep guests coming back.