In today’s consumer landscape, loyalty programmes have become an integral part of shopping behaviour, travel habits, and everyday spending. Millions of individuals accumulate airline miles, hotel points, credit card rewards, and retail loyalty credits over years of consistent use. These benefits can translate into significant value—free flights, luxury hotel stays, exclusive products or discounts, and more. With that in mind, it raises an important question: what happens to these amassed rewards after someone passes away, and can these benefits be passed on to loved ones?
This topic intertwines financial planning with personal legacy, and is becoming increasingly pertinent as digitised rewards programmes expand, and consumers become savvier in managing and optimising them. Understanding the limitations, opportunities, and best practices surrounding the transfer of loyalty points upon death can help protect and potentially gift significant value to family members or other beneficiaries.
Loyalty schemes are designed by companies to reward repeat customers, incentivise brand loyalty, and gather data on consumer behaviour. These programmes vary widely in nature and structure, from points-based systems that offer discounts and freebies, to tiered membership schemes that provide access to premium services or events.
However, one critical distinction is that, technically, most loyalty points or rewards do not represent a financial asset in the eyes of the law. In most cases, they are considered a licence or a benefit granted under specific terms and conditions, rather than owned currency. This makes their legal treatment upon an individual’s death somewhat ambiguous, and, in many cases, up to the discretion of the programme provider.
It is vital to not assume uniformity across all loyalty schemes. While some may offer clear channels for transferring or inheriting benefits, others may impose strict policies that cause points to be forfeited upon a user’s death. The first step to any plan regarding loyalty inheritance is to understand the specific rules and contractual language of individual programmes.
One of the complexities in dealing with digital rewards inheritance is the diversity of programme policies. Different sectors—such as airlines, hotels, credit cards, and retail chains—each tend to approach the matter according to their own operating models and customer service goals.
Airline reward programmes
Many frequent flyer programmes allow for the transfer of miles upon a member’s death, albeit with certain conditions. British Airways, for example, does not permit miles transfer after death unless the individual was part of a household account, in which case remaining Avios points may be shared among the other members. Conversely, other airlines like American Airlines or Air Canada offer processes for transferring miles upon provision of a death certificate and other documentation.
The terms usually require that beneficiaries request a transfer within a certain time frame and sometimes pay a fee. Crucially, if there is no clause in a will outlining what should happen to these points, and the beneficiary doesn’t know to ask, the points may be lost forever.
Hotel loyalty programmes
Hotel chains exhibit varying levels of flexibility. Marriott Bonvoy reportedly allows for the transfer of a deceased member’s points to an heir, as long as the request is made within a year and supported by legal documents. Hilton Honors and World of Hyatt offer similar provisions. Since hotel points can be redeemed for free nights, upgrades, and packages, the value here can be significant, especially for frequent travellers or elite tier members.
Credit card reward schemes
Banks and credit card companies typically have some of the strictest policies. While credit card points such as American Express Membership Rewards can usually be transferred to another account upon the cardholder’s death, they may require the closure of the deceased’s account, proof of death, and verification of the estate’s rights.
Some UK-based credit card reward schemes may not permit points transfer at all, especially if they are structured as cashback or specific to the account holder. Additionally, combining these issues with outstanding debts can complicate matters further. It’s important to check individual terms, as some providers may allow surviving spouses to take over or inherit points under joint account circumstances.
Retail and supermarket rewards
Loyalty schemes tied to retailers—like Tesco Clubcard, Boots Advantage, or Sainsbury’s Nectar—often operate without publicly stated inheritance policies. However, these accounts can be manually accessed if someone has access to the login credentials. This raises ethical and legal questions, since using a deceased person’s account without notifying the company may violate the terms of service, even if it seems like an innocent act.
On the other hand, some retail schemes are increasingly recognising the long-term relationship with customers and may provide transfer options upon request. Given that retail points can be converted into vouchers or cash-equivalent discounts, it is worth investigating policy guidelines and possibly contacting customer service in the event of a death.
One of the primary difficulties in dealing with digital loyalty inheritances is the non-tangible nature of the asset. Unlike physical property or stocks and bonds, loyalty points don’t usually exist in legal estate documents unless they have been specifically listed. This creates ambiguity for solicitors and executors managing someone’s estate.
Additionally, as loyalty programmes are governed by terms and conditions rather than inheritance law, they can override general testamentary wishes. A will might state that certain points should be given to a named individual, but if the loyalty contract forbids it, the request might have no legal validity.
Another challenge is that account access is often password-protected, and the terms of service may prohibit account sharing or posthumous access. Even if a beneficiary knows about the points, retrieving or using them may be technically or legally complicated.
Further complicating the issue is the fact that the value of loyalty points is not always clear. Unlike a bank account with a specific value, the real-world worth of a rewards balance depends on the redemption method, point devaluation over time, and availability of products or services. This makes it harder for executors to gauge the significance of the asset.
Despite these challenges, there are several strategic steps that individuals and families can take to ensure the best possible outcome for passing on loyalty assets.
Take inventory of your loyalty programmes
Begin by listing all rewards programmes and accumulated balances. Include airlines, hotels, bank rewards, supermarkets, pharmacies, and any niche services with valuable points. This list can be useful not just for estate planning purposes, but also for keeping track of expiry dates, redemption options, and portfolio diversification.
Read and understand the terms and conditions
For each programme on your list, review the transfer and inheritance policies. You can often find these buried deep in the terms of service or FAQs, though some companies require direct contact to clarify. Identify those which permit points transfer upon death, and note what documentation is required and within what timeframe.
Discuss plans with loved ones
Start the conversation with family members or beneficiaries, especially those you might want to leave points or benefits to. Let them know about your loyalty accounts, what kind of value they hold, and what actions they would need to take in the event of your death. Keeping someone informed can help prevent missed deadlines or overlooked processes.
Include loyalty wishes in your will
If a specific transfer is important to you, consider including details in your will concerning what should be done with your loyalty points. While this won’t override the programme’s rules, it serves as a clear instruction for executors and can support a request made to the provider.
Keep login details safely stored
Although this runs the risk of breaching some terms of service, it is helpful for your estate administrator to have access to account credentials. Use a digital password manager or secure physical documents that your executor or solicitor can access when needed.
Work with a solicitor familiar with digital assets
As the world becomes increasingly hybrid between physical and digital assets, solicitors are adapting their services accordingly. Find a legal professional with experience in estate planning for digital materials—be it social media, cryptocurrencies, or rewards programmes—and discuss your intentions in detail.
The line between legal procedure and practical workaround can occasionally blur. Some families, for example, may continue to use a deceased person’s rewards login to protect their privileges or gain benefits, particularly when the value is modest. While this might seem harmless, it may go against the provider’s policies—and there is always a risk that such actions could result in account closure or potential legal consequences if discovered.
Conversely, providers themselves are sometimes flexible and sympathetic when approached with sincerity and due process. Many will honour a request that comes with a valid death certificate, evidence of next of kin, and a clear story. The golden rule here is open communication. Attempting to exploit a deceased person’s benefits covertly can be limited in its success and come with risks.
As the transfer of wealth increasingly includes digital components, loyalty providers are beginning to adapt. Some companies are revising terms of service to accommodate inheritance requests more formally, while others are streamlining their posthumous account procedures. This trend is likely to continue as consumers demand more accountability and recognition of the value they bring to these programmes over time.
In the same way that wills and estate plans are used to manage wealth and possessions, it’s likely that we will see developments in consumer advocacy and possibly even legislation around digital loyalty assets. For now, being proactive and diligent remains the most effective way to safeguard your points and ensure they bring value beyond your lifetime.
Loyalty points and rewards have evolved into a valuable component of modern financial life, representing both practical utility and emotional investment. As such, they deserve consideration in estate planning conversations. While challenges exist related to the legal and contractual nature of rewards, informed and deliberate action can spare loved ones the loss of sizeable benefits.
Whether it’s thousands of airline miles or a humble collection of supermarket vouchers, each point accumulated reflects time, loyalty, and money spent. By planning ahead—reviewing terms, communicating intentions, and securely documenting accounts—you can ensure that these digital rewards don’t disappear with you, but instead continue to serve those you care about most.
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