Journey: A New and Unique Loyalty Platform for Independent Hotels and Rentals

A brand-new loyalty platform just launched — and it could be a big deal for travelers who prefer boutique hotels, luxe rentals, and off-the-beaten-path stays. Journey, an AI-powered rewards program designed for independent hospitality operators, officially debuted today.

Built to compete with the major hotel chains — but without requiring properties to give up their unique charm — Journey connects travelers to a curated network of high-end, one-of-a-kind stays. And it’s doing so with a smart, flexible loyalty system built from the ground up.

How does it work, and should you sign up? Here are the details.

What Is Journey?

Journey is a modern loyalty platform that unites boutique hotels, resorts, short-term rentals, and private villas into a shared rewards program. Rather than creating a standardized experience, Journey brings together properties that share a commitment to authentic, high-end hospitality — think treehouse hotels, ski chalets, or eco-luxury resorts in remote destinations.

With Journey, guests can go wherever they want without feeling confined to their favorite brands’ footprint — all “without sacrificing the loyalty status, perks, and benefits travelers love, according to Journey’s CEO John Sutton. “Unlike traditional luxury programs that prioritize predictability and standardization, Journey rewards exploration, personalization, and experiences that inspire and connect.”

The program is designed for both travelers and operators. For guests, it delivers a new way to earn and redeem rewards across independent properties. For operators, it provides tech tools (powered by AI) to personalize guest experiences, drive direct bookings, and reduce dependence on Online Travel Agencies (OTAs), which sometimes charge up to 30% fees for facilitating these reservations.

Travelers can sign up for Journey on its website.

Journey isn’t just a tech startup. It’s backed by a team with deep experience in travel media, hospitality, and digital infrastructure. Leaders have helped build or advise major travel and lifestyle brands, and the company’s advisory group includes executives from luxury hotels, online travel platforms, and even the points-and-miles world. These include execs from Tory Burch, Opendoor, The Points Guy, and NIHI.

How Journey Rewards Work

Earning Points

Journey rewards are earned through eligible spend at participating properties:

• 5 points per $1 spent when you book directly with the hotel or Journey
• 1 point per $1 spent when booking through OTAs like Expedia or Booking.com

This setup encourages guests to book directly through Journey or the individual hotels, rather than OTAs, giving them better rewards while helping operators retain more revenue.

Journey sees points as more than just a currency, saying rewards are “tools for properties to drive desired behaviors.”

Redeeming and Using Points

Journey points can be redeemed across any property in the network, and there are no blackout dates. One unique perk? Members can use pending points from future bookings to upgrade experiences during a stay. Think spa treatments, dinner, or late checkout, all covered by points you haven’t even officially earned yet.

Depending on your status tier, you can redeem up to 100% of your pending points.

Journey has a floor — a value your points will never fall below — which is unique. That floor is 1 cent. However, the dynamic nature of Journey’s points means they can often yield value of 2 or 3 cents apiece on some redemptions.

Benefits and Tiers

Journey includes a tiered elite structure. Members can pool or transfer points with friends or family and will enjoy increased value by staying within the curated network.

Expect elite perks like room upgrades, bonus earning rates, and possibly early access to special offers. But the main hook is flexibility, as travelers aren’t tied to a single brand’s footprint.

“There are 2 words travelers hate in loyalty programs: ‘when available,'” Sutton said during a media preview. Instead, Journey is focused on letting you confirm your rewards redemptions.

There are 6 status tiers available with the following perks:

• Traveler: This is the tier you receive when joining Journey.
• Nomad: After earning 18,000 points, you’ll earn a Suite Elevation award, a Distinguished Tail Credit, and a Timeless Stay Award.
• Navigator: After earning 50,000 points, the Navigator tier provides waived resort fees, 2 Timeless Stay Awards, Distinguished Tails Status (meaning pet fees are waived), and a free Dorsia membership for hard-to-get dining reservations.
• Ambassador: This tier requires earning 125,000 points, and you’ll unlock a Suite Elevation award, a Liftup Award to gift status to someone, a Magical Moment+ award, and a Save Status award.
• Legend: Earning 250,000 points will provide benefits like 2 Suite Elevation awards, a dedicated concierge, access to exclusive events, and a Dorsia premium membership.
• Icon: Journey’s top tier is available by invitation only. Perks here include 3 Suite Elevation awards, premium concierge access, bespoke experiences, and VIP privileges not available to others.

For Operators: AI Meets Loyalty

On the backend, Journey’s Hospitality Experience Platform (HXP) uses AI to deliver smart, real-time guest insights. It helps properties identify guest preferences, automate service workflows, and serve up personalized offers based on the person’s unique data — all while syncing with the property’s existing booking and messaging tools.

Operators only pay Journey when guests actually redeem their rewards, keeping the economics aligned with engagement and performance. Moreover, properties can use Journey’s tech tools to free up their time to focus on guest hospitality.

Final Thoughts

Journey is aiming to fill a major gap in the travel rewards space: independent hotels and rentals with serious style but no way to reward loyal guests. Now, travelers looking for unique experiences — from Bali to Boulder — can book direct, earn points, and feel like loyalty matters, even when they’re not staying with a big-name brand.

Whether you’re a points pro or just someone who prefers stays with personality, Journey could be your new favorite travel companion.