Endeavour Group was acknowledged with two awards at the 2025 Asia Pacific Loyalty Awards, hosted by the Australian Loyalty Association at Melbourne’s Sofitel on 20 March.
Dan Murphy’s My Dan’s Membership was crowned Best Overall Loyalty Program – Grocery & Beverage, while the recently launched ALH Hotels’pub+ loyalty program received the award for Best Overall Loyalty Program – Business to Employee. 
Both programs reflect Endeavour’s commitment to innovative loyalty initiatives that genuinely enhance the experiences of customers and team to create meaningful connections.
Agi Pfeiffer-Smith, Managing Director of Dan Murphy’, reflected on the success of My Dan’s Membership, saying: “This year, My Dan’s 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 that’s not only seamless and rewarding, but also deeply personal.” 
Paul Carew, Managing Director of ALH Hotels, said winning Best Overall Loyalty Program – Business to Employee is a fantastic achievement for pub+, especially as it’s still in its early days.
“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.
“It’s an exciting start, and we’re just getting warmed up.”
The Asia Pacific Loyalty Awards 2025 celebrated the region’s best in loyalty innovation, with winners selected by an independent judging panel of industry experts. The awards ceremony brought together leaders in customer and employee loyalty from across the region.
