Welcome to the
ELAbrations™
Hosted by the European Loyalty Association
(ELA)
A heartfelt celebration of loyalty done the ELA way. Authentic, inclusive, meaningful.
ELAbrations™ is part of The BIG Handshake Loyalty 2025
October 14th 2025 at 6.30pm
Royal Leonardo, Amsterdam City
What is the ELAbrations™?
ELAbrations™ is more than an awards ceremony—it's a genuine celebration of loyalty, the ELA way. Rooted in authenticity, inclusivity, and purpose, this event brings together loyalty professionals from across Europe to recognise the people, programs, providers, and brands that excel at building meaningful connections with their customers.
With an anticipated 250 attendees, this special evening follows Day 1 of The BIG Handshake Loyalty 25, the ELA's flagship event in Amsterdam. Guests will enjoy a cozy, welcoming atmosphere filled with music, delicious refreshments and drinks, during a relaxed ceremony. No black ties or tiaras!
What makes it different?
No judges.
No sponsorship bias.
No award entry fees.
No flashy pitches.
No polished submissions.
It’s about recognising real achievements within each country, as chosen by the people who live and breathe loyalty every day: the ELA members.
The integrity of the ELAbrations™ rests on this simple principle: eliminating the barriers often seen in traditional awards so we ensure that the recognition is earned, not bought.
the nomination and voting process:
1. Regional nominations at ELA HUB events:
ELA members will nominate their choices during in person ELA regional gatherings across Europe, bringing local insights and expertise to the table.
2. Direct member engagement:
Nominations will extend beyond events. Through targeted email campaigns, every ELA member has the opportunity to weigh in, ensuring widespread participation from across our loyalty community.
3. Registration votes:
As part of the registration process for The BIG Handshake Loyalty 25, attendees will cast their final votes after the shortlist has been announced in May, making sure their voices are heard in shaping the final results.
4. Onsite, during the ELAbrations™ :
ELA Gold: The Loyalty Elite Award will be voted for on the night by all attendees at The BIG Handshake Loyalty 25
Award Categories:
- The Loyalty Game-Changer Award – Honouring the loyalty programme that you think delivers outstanding results, scales effortlessly, and sets the benchmark for excellence across any sector.
- The Personal Touch Award – Celebrating the brand that has mastered the art of personalisation, has created tailored customer experiences that feel uniquely special.
- Loyalty Innovator of the Year Award – Shining a spotlight on the programme that you think boldly pushes boundaries with creativity, tech, and fresh engagement strategies.
- Programme that’s Built to Last Award – Recognising the loyalty programme with a proven track record of long-term success, growth, and unwavering customer connections.
- The Loyalty Partner Award – Celebrating the vendor that’s a total game-changer—bringing innovative ideas, real results, and rock-solid support.
- ELA Gold: The Loyalty Elite Award – This prestigious honour goes to one of the finalists voted on the night—whether a brand, loyalty program, or vendor—who stands out as the crème de la crème of loyalty.
Things to know:
- Nominations are based on countries where our ELA members live or work
- Each country will feature 5 award categories. A minimum of 100 nominations per country is required for a category to advance to the shortlist.
- Nomination’s will close on Friday, 18th April 2025
- You can’t nominate the company or programme you currently work for or represent
- The shortlist for each category will be announced in May
- Voting for winners from the shortlist begins when registering tickets to The BIG Handshake Loyalty 25. Bookings open early May.
Join the C-ELABRATIONS!
Together, let’s celebrate loyalty in its purest form: authentic, meaningful, and inspiring. By joining the voting revolution with us, you’ll help bring this vision to life.