POINTX, the digital point management subsidiary of Thailand’s SCBX Group, has unveiled a 2026 strategic roadmap aimed at transforming loyalty points into a primary medium for everyday transactions and international travel.
The company’s “Ultimate Connectivity Platform” strategy focuses on consolidating fragmented reward systems across the SCBX ecosystem and its corporate partners. As part of this expansion, POINTX announced a partnership with Expedia Group to launch XTravel, an integrated booking platform that allows users to redeem accumulated points for flights and hotel stays globally.
Shift in consumer behavior
According to Q1 2026 data released by the company, Thai consumers are increasingly moving away from traditional reward redemptions in favor of practical financial applications.
POINTX reported a 217% increase in overall point usage compared to the same period in 2025. Key data points from the first quarter include:
- 43% of redemptions were used for cashback and credit card bill payments.
- 29% were directed toward products and e-coupons.
- 16% were used for airline miles.
- Point usage via QR code scanning rose by 123%, while online shopping via mobile banking increased by 113%.
“Points have traditionally been viewed as ‘forgotten value’ due to fragmentation and usage limitations,” said Krittee Manoleehagul, CEO of PointX Company Limited. He noted that the current strategy aims to redefine these rewards as “everyday value” by enhancing flexibility across digital and physical retail channels.
The connectivity strategy
The 2026 plan relies on three primary pillars of integration:
- Group Connectivity: Accessing a combined base of over 17 million users by linking capabilities across SCBX credit cards, debit cards, and the SCB EASY app.
- Partner Connectivity: Collaborating with external industries to facilitate point transfers and diverse redemption options.
- Omni-Channel Connectivity: Enabling point redemption at physical storefronts and online platforms through a unified interface.
Global travel integration
The partnership with Expedia Group marks a significant move into the travel sector. The XTravel feature, housed exclusively within the POINTX app, allows for real-time point redemption or a “points-plus-cash” model using credit or debit cards.
Carolina Cabero, SVP B2B Sales at Expedia Group, highlighted a shift in the Thai market toward mobile-first travel booking. “Expedia Group data shows that 82% of consumers prefer to book travel on platforms where they are already members, provided the platform is trusted,” Cabero stated, adding that travel is currently perceived as a high-value benefit compared to standard discounts.
Local ecosystem expansion
Beyond travel, POINTX is deepening ties with local entities such as The Mall Group, allowing for cross-platform transfers and QR-based point earning at physical retail locations. The platform also integrates with SCB LET’S debit cards, shifting the traditional role of debit cards from simple cash withdrawals to a “spend and earn” model.
The company stated that the ultimate goal of the 2026 roadmap is to serve as a central engagement tool for the SCBX Group, utilizing point liquidity to drive sustainable growth across its various business units and partner networks.
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