Journey, a new travel loyalty program founded by entrepreneur John Sutton and supported by Brian Kelly, founder of The Points Guy, has officially launched. The platform is designed to offer travelers the ability to earn and redeem points at independently operated boutique hotels and private rental homes, which have traditionally been excluded from existing loyalty programs.

Journey sets itself apart by allowing guests to collect points for stays at unique properties, ranging from luxury city hotels to secluded rental homes. “Loyalty has become increasingly important to consumers,” said Kelly, who serves as Senior Advisor and Investor at Journey. He added that travelers will no longer need to give up loyalty benefits when seeking distinct, boutique experiences.

Travelers who book directly through Journey will earn at least five points per dollar spent, compared to one point per dollar when booking through third-party sites. This incentive encourages direct bookings and supports independent property owners. The platform also includes AI-powered tools that help operators personalize guest experiences, attract repeat visitors, and optimize booking during off-peak seasons. “Journey is about creating an ecosystem where independent operators can thrive without compromising their identity or profits,” Sutton explained.

Journey’s leadership team is composed of industry veterans with significant expertise. John Sutton, the company’s CEO, previously held various roles at Red Ventures, including Chief Digital Officer. Brian Kelly, known for his work at The Points Guy, lends his experience in loyalty and travel media. James McBride, recognized for his leadership at top luxury hotels, acts as Alliance Ambassador. Advisors like Eric Wu, co-founder of Opendoor, and Chris Burch, co-founder of Tory Burch, contribute their business acumen to support Journey’s growth and strategic direction.

The launch of Journey follows the company's acquisition of StayWatch, a platform specializing in short-term rental travel deals. This move will bolster Journey’s offerings and partnerships with top independently owned properties. Sutton noted that by spring next year, the platform is expected to feature 2,000 rental homes and 200 boutique hotels in its “Journey Alliance.” Some properties set to join include Nihi Sumba Island in Indonesia and Dawn Ranch in California.

Journey’s future plans include launching a credit card tailored for frequent travelers, aiming to compete with existing loyalty credit cards from major financial institutions.