Nov 4, 2024

Reading Time: 4 minutes USA: Curated travel rewards platform Journey has launched to redefine loyalty in the travel sector, as it plans to launch a points-based loyalty programme in spring 2025. The platform will allow travellers to earn points and perks across a curated network of “unique, independently operated properties” – from private rental homes in remote locales to luxury resorts and boutique hotels in major cities – in a bid to offer the flexibility and personalisation that modern travellers are craving. The network is described as an “exclusive alliance” of individual and private properties, representing a handpicked selection of high-end properties across the world. Claiming to be the first rewards programme tailored specifically to private rentals and boutique hotels, Journey is setting out to enhance both the guest experience and operator success by boosting direct bookings and guest personalisation through AI-enabled tools. Through the programme, travellers can build up rewards that are redeemable for future getaways and perks. Journey Rewards members [travellers] earn at least five points per dollar on every eligible stay booked directly with the property compared to at least one point per dollar for booked via third-party OTAs. The platform also provides operators with next-generation AI marketing tools to personalise the guest experience, optimise off-season periods, attract repeat guests and compete with the largest international chains. Members will be able to transfer points between each other or combine them with friends and / or family to book an Alliance member property, while they can also earn smaller rewards too if they wish. Looking ahead, Journey plans to establish a “guild” of “influencers” – or frequent travellers – who will contribute reviews for the platform and nominate exceptional stays for future inclusion on the site. Meanwhile, travellers can earn points for providing feedback on stays, as well as “favouriting”  properties. To prepare for its launch, Journey has assembled an experienced leadership team and investors with the aim to establish a new era for loyalty in travel and hospitality: John Sutton, founder and CEO: Previously holding a number of roles at media company Red Ventures [the parent company of The Points Guy], including chief digital officer, Sutton will be responsible for setting and executing Journey’s strategic vision as CEO, while hiring new talent. Brian Kelly, senior adviser and investor: Kelly founded The Points Guy in 2010 and built it into a leading travel media empire. In 2017, The Points Guy was acquired by Red Ventures, where Sutton and Kelly first connected. James McBride, Alliance ambassador and senior adviser: At Journey, McBride will draw on decades of leadership to support independent travel, helping operators thrive in a competitive marketplace while maintaining their unique identity. Eric Wu, senior adviser and investor: Wu was CEO and co-founder of Opendoor, an e-commerce platform for residential real estate. His experience building innovative, scalable businesses will assist in driving Journey’s future growth. Chris Burch, senior adviser and investor: As the co-founder of Tory Burch and the owner of Nihi Sumba Resorts, Burch will bring a wealth of knowledge in luxury, travel and hospitality, providing insight into crafting world-class guest experiences. The launch also includes Journey’s acquisition of short-term rental travel deals site StayWatch [formerly known as Sponstayneous]. Speaking on LinkedIn, StayWatch co-founder and CEO, Zach Busekrus, said that he was “thrilled” to join as head of the Journey Alliance, while adding that he would “help find the world’s best independently owned stays and partner with the hospitality entrepreneurs behind them to reimagine loyalty for the next generation of travellers”. Kelly said: “More than ever, loyalty is important to consumers. Travellers want to earn and redeem points for life changing experiences. Whether that’s a safari or a private vacation rental, many of the best lodging options don’t exist within the current loyalty landscape. “That’s where Journey comes in—a game-changing platform that rewards travellers for staying at properties that they traditionally haven’t been able to earn points for. With Journey, travellers will no longer have to sacrifice loyalty when seeking bespoke and boutique travel experiences,” he added. Sutton said: “Travellers today face an overwhelming amount of choice. Our curated collection of exceptional, independent stays showcases a handpicked selection of the best accommodations across the globe. “By designing a platform from the ground up, we introduce travellers to inspiring, off-the-radar properties while rewarding them for supporting independent operators. “Journey is about creating an ecosystem where independent operators can thrive without compromising their identity or profits. For far too long, loyalty programmes have made money for the loyalty programme and not for the hotel or vacation rental. We don’t think it should be that way,” he added. By the time Journey’s iOS and Android apps launch officially in spring next year, the platform is expected to have 2,000 private home rentals and 200 boutique hotels within its ‘Journey Alliance’. Hotels including Nihi on Sumba Island in Indonesia and Dawn Ranch in Sonoma, California, as well as Onera treehouses and Dunton Destinations resorts and homes will be included on the Journey platform from the start. Speaking to Bloomberg, Sutton said that Journey was looking to introduce a new credit card for frequent travellers and bring in more lucrative revenue. The product may eventually compete with other credit card and fintech offerings brought out by JPMorgan Chase & Co. , American Express and Capital One , while Expedia Group is launching two co-branded credit cards with Wells Fargo and Mastercard to complement its One Key loyalty programme, which debuted last year . A significant challenge so far for global hospitality brands such as Marriott International , Hilton and Hyatt has been to bring vacation rentals and boutique hotels together under one umbrella. Journey will aim to address that gap in the market. 1-10