The aim of this paper is to analyze the differences found in behavioral loyalty according to the typology of the incentives of a loyalty program and also tests, if tourism rewards based on experiences and travels show the best results in terms of buying behavior. The research had a longitudinal dimension. Data of the study were compiled throughout seven years from the transactional data bases of a loyalty program and the analyzed retailer. The variables used to measure behavioral loyalty were based on existing literature. A sample of 1,200 people was selected, where 383 of them had redeemed. To contrast the proposed hypotheses, three types of tests were implemented: T-test, Wilcoxon test to confirm the results obtained with the T, and for independent samples the test Kruskal-Wallis was carried out. The results reflect that those members who choose incentives based on experiences and travels show better values in the behavioral variables (volume of the basket, average annual expenditure, and average numbers of visits to the store). Nevertheless, differences found between the types of rewards are not statistically significant. Finally, the research highlights the degree of importance for tourism businesses of being part of a multi-sponsor loyalty program, offering redemption of points in tourism services.