New travel app Journey introduces boutique hotel loyalty program

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Global Industry News

New travel app Journey introduces boutique hotel loyalty program

Research

John Sutton founder and CEO of Journey | Official Website

By Sky Industry News

Jul 15, 2025

For travelers seeking unique accommodations, a new app called Journey aims to change the landscape of hotel loyalty programs. The app partners with about 150 independent hotels and private rental homes, offering rewards for stays at boutique properties.

Journey's goal is to let members earn and redeem points on what it calls "stays with soul." Current offerings include Onera Wimberley's treetop villas near Austin, Nihi hotels in Indonesia, and Black Forty Glamping in Meaford, Ontario. Prices range from $300 to $3,000 per night.

John Sutton, founder and CEO of Journey, said, "For too long, loyalty in travel has meant choosing between points and personality — between earning rewards and staying somewhere that actually inspires you." He explained that Journey was created to close this gap by curating a platform of truly independent hotels and private rentals.

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Most properties are currently concentrated in North America but are expected to expand over time. There may be some overlap with other loyalty programs; for example, Dunton Hot Springs in Colorado is also bookable through World of Hyatt.

Journey also uses AI technology to enhance guest experiences by analyzing behavior to predict needs before guests ask. This feature aims to personalize stays further as members continue using the service.

Joining Journey involves a simple application process requiring basic details like name and phone number. Members can earn five points per dollar spent on stays booked directly with Journey alliance properties. Points can be pooled or transferred without fees.

One unique aspect is the ability to use pending points during a stay. Depending on status level with Journey, members can use 50-100% of pending points for on-stay purchases before the points officially land in their account.

Journey offers four elite tiers based on point accumulation: Nomad (18,000 points), Navigator (50,000 points), Ambassador (125,000 points), Legend (250,000 points), and Icon (invite-only). Perks include waived resort fees and suite upgrades.

The program appears promising for luxury travelers seeking unique experiences while earning rewards. However, it remains early days for this new addition to the world of hotel loyalty programs.