You are looking at the HTML representation of the XML format.
HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information. 
<?xml version="1.0"?>
<api>
  <query-continue>
    <allpages apcontinue="B2B_Provider_Client_Rewards_Program." />
  </query-continue>
  <query>
    <allpages>
      <p pageid="102411" ns="0" title="B2B Company Client Benefits Program." />
      <p pageid="110521" ns="0" title="B2B Company Client Incentives Program." />
      <p pageid="103972" ns="0" title="B2B Company Client Rewards Program." />
      <p pageid="110715" ns="0" title="B2B Company Consumer Benefits Program." />
      <p pageid="103805" ns="0" title="B2B Company Consumer Incentives Program." />
      <p pageid="106706" ns="0" title="B2B Company Consumer Rewards Program." />
      <p pageid="110574" ns="0" title="B2B Company Customer Benefits Program." />
      <p pageid="102060" ns="0" title="B2B Company Customer Incentives Program." />
      <p pageid="111130" ns="0" title="B2B Provider Client Benefits Program." />
      <p pageid="111018" ns="0" title="B2B Provider Client Incentives Program." />
    </allpages>
  </query>
</api>