Luxury hotels, however, often have a completely different problem: they are independent or just a group with a few properties, so a customer loyalty program is hardly worthwhile, or it only offers customers limited benefits, as they are not necessarily loyal to a specific hotel.

Journey Rewards has recognised this market gap and is now offering a program platform for such hotels (and luxury rentals). 1,400 accommodations worldwide – with a total of only 5,000 rooms! – are currently available.

The program offers flexible redemption options, including the possibility of point pooling. A status system is also offered, and the highest published level, Legend, is reached with an annual spend of 50,000 USD.