Loyalty is Broken — Here’s How We’re Fixing It

Loyalty programs should feel rewarding, but most hotel programs feel like a frustrating game of hoops to jump through. In this solo episode, Zach breaks down why traditional hotel loyalty is failing and what needs to change.

Here’s the problem: Most hotel loyalty programs are built for the brand, not the traveler. Only 18% of consumers feel they get real value from these programs, and 75% of points go unused because of complicated redemption rules and blackout dates. Instead of fostering genuine loyalty, these programs often leave guests feeling unrecognized and unmotivated to return.

So, what should loyalty actually look like? It should be experiential, personalized, and rewarding beyond just free nights.

The best programs create a real emotional connection — think about why people engage with Starbucks Rewards daily but forget about their hotel points for years. Guests want perks that matter to them, whether it’s a personalized welcome gift, a guaranteed late checkout, or a local experience they’d never find on their own.

This is where Journey comes in. We’re reimagining hotel loyalty to be about meaningful rewards, engagement-based perks, and a seamless way for independent properties to offer the same level of recognition as big brands — without the corporate bureaucracy. Imagine redeeming points for a private beach dinner, an exclusive spa treatment, or a behind-the-scenes hotel tour — experiences that make travel unforgettable.

Loyalty shouldn’t be a gimmick. It should be a thank you. And we’re building a program that does just that.

How do YOU think we should reimagine loyalty here at Journey?  Send me an email at [email protected] and let us know!

Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.