Loyalty in travel is no longer about allegiance to a logo or a points-for-stays model...

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For today’s most discerning travelers, loyalty is something deeper—something felt. It’s not about committing to a brand but rather to a feeling, a ritual, a moment.

The golden-hour glow through centuries-old olive trees, the quiet creak of a wooden porch in a rainforest lodge, the anticipation of a favorite cocktail waiting at the bar of a property that feels like home.

Travelers, particularly Millennials and Gen Z, are rejecting the generic in favor of the experiential.They aren’t collecting points for the sake of accumulation—they’re seeking something that resonates, a connection that lingers after their bags are unpacked.

And yet, despite this evolution, the tools to unite and reward such experiences have been lacking.

Until now.

‍Loyalty Redefined: A Demand for Soulful Connection

‍According to American Express Travel, 81% of consumers are willing to pay more for brands that offer personalized experiences, and over 70% of travelers would join a loyalty program that rewards them for unique, meaningful stays​​.

The message is clear: consumers crave programs that prioritize soul over standardization.

Independent properties—the boutique hotels, heritage stays, and eco-lodges that have long defined authenticity—are perfectly positioned to meet this demand.

What makes them special, their originality, is exactly what travelers want.But historically, their individuality has been their challenge: these one-of-a-kind properties have lacked a shared framework for loyalty.

The result? A missed opportunity to turn fleeting moments into lasting relationships.

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‍The Rise of Experiential Loyalty‍

Today’s travelers are trading “the expected" for “the experiential" — they’re bypassing the sterile sameness of chain hotels for places that feel like a discovery.

Yet, they still want to be rewarded.

The future of loyalty lies in merging these two desires—creating a network that celebrates individuality while offering the perks and benefits travelers have come to expect.Imagine stepping out of a converted monastery in Umbria and earning points that can be redeemed for a private stargazing retreat in Patagonia. Or booking a stay in a minimalist Swedish cabin and realizing it contributes to an eco-luxury experience in the Galápagos.

This isn’t fantasy—it’s the promise of next-generation loyalty programs like Journey.

‍Why Emotion Drives the New Wave of Loyalty

‍Unlike the transactional nature of traditional programs, today’s loyalty must inspire an emotional connection. Guests return to properties because they feel something—warmth, adventure, nostalgia—not because they’re chasing the next tier of rewards.

This loyalty to a feeling is powerful, and it’s why independent hoteliers, who excel at storytelling and crafting unforgettable moments, are poised to lead the charge.

But to do so, they need the right tools:

• A Shared Ecosystem: A framework that connects individual properties without erasing their uniqueness.
• Personalized Experiences: Rewards that reflect the tastes and desires of each guest, whether that’s a vineyard tour or a late check-out to catch one last sunrise.
• Data Empowerment: Ownership of guest relationships, enabling hoteliers to tailor offerings while strengthening their brands.

For hoteliers, this isn’t just about offering loyalty points—it’s about amplifying their story and ensuring it’s remembered.

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‍What Consumers Want From Loyalty Programs

‍Skift’s latest research underscores this shift: today’s travelers value programs that prioritize discounted travel opportunities, exclusive access to premium services, and ease of earning and redeeming rewards.

But dig deeper, and the insights reveal that these preferences are rooted in something less tangible—a craving for something extraordinary.

The challenge has always been scale. Major brands have loyalty ecosystems that funnel millions of guests into their portfolios, while independent properties have had to rely on one-off relationships.

The Journey Alliance changes this, creating an ecosystem where independent properties retain their soul while reaping the benefits of a shared network.

‍A Ritual of Return

‍Loyalty to a brand is transactional. Loyalty to a feeling? That’s transcendent.

Picture a guest who returns to the same family-owned hotel every fall, not for the rewards but for the ritual—the firepit storytelling, the chef’s signature dish, the way the lobby smells of cedar and honey.

A well-designed loyalty program doesn’t just reward stays; it encourages rituals, turning one-time guests into lifelong advocates.

For the traveler, the value lies in freedom: freedom to explore a collection of unique properties while earning meaningful rewards.

For the hotelier, the value lies in connection: the chance to build long-term relationships and strengthen their position in an increasingly competitive market.

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‍Connecting the Exceptional: A Vision for the Future

‍Imagine a loyalty network as unique as the properties it unites—a place where a cliffside riad in Morocco and a modernist retreat in Montana feel like kindred spirits. This is what Journey’s next-generation loyalty program aims to deliver:

• Flexibility Without Sacrifice: Guests move seamlessly between one-of-a-kind stays while hoteliers maintain control of their brand and guest experience.

• Rewards That Inspire: Instead of just free nights, points unlock rare experiences—private tastings, cultural tours, or sustainability initiatives.

• A Platform for Storytelling: By connecting these properties under one roof, Journey amplifies their voices, sharing their stories with travelers who value individuality.

The Time for Change Is Now
Today’s guests want more than accommodations; they want to feel transported. They want ritual, story, and meaning woven into their stays.

They’re seeking loyalty to a vibe, to a feeling, and to the thrill of discovery.

For hoteliers, the message is simple: this is your moment. The tools exist to connect your property to a broader ecosystem without losing your individuality. The future of loyalty doesn’t belong to those who follow a formula—it belongs to those who surprise, delight, and inspire.

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