Journey, a loyalty platform for independent hotels and short-term rentals, has secured $7.7 million in seed funding. The startup said the capital “fuels the launch of a modern hotel loyalty program for consumers and an AI-enabled technology platform for hoteliers.”
The funding round was co-led by venture capital firm Lerer Hippeau and Slow Ventures, with participation from The Points Guy founder Brian Kelly, Bulletpitch, Tory Burch co-founder Chris Burch and entrepreneur Kim Perrell.
Founded in 2024 with the platform launched this spring, Journey allows travelers to earn rewards curated by AI from independent hotels and rentals. On its website, Journey states that it is “designed for the new luxury traveler,” or the person who “values individuality, authentic connections and unique stories over cookie-cutter perks.”
Subscribe to our newsletter below
The company said its AI-enabled technology helps operators generate higher direct booking conversions and revenues per guest.
“Our vision is to disrupt hospitality loyalty by leveraging modern technology. We have created a platform where guests are rewarded for choosing character-rich, independent stays, and hotel and short-term rental operators can finally access technology to deliver exceptional experiences,” said Journey founder and CEO John Sutton.
“I am excited to have found investors and advisors who believe that loyalty can be reimagined in an age of AI with a focus on the consumer first.”
Journey members earn 5x the points per dollar when they book directly on partner sites and can use points during their stay. According to Journey, this “creates immediate value for guests, something consumers list as their biggest pain point with traditional loyalty programs.”
“Journey is solving one of the biggest gaps in hospitality: loyalty for independent properties and the guests who desire exceptional experiences. As an avid traveler who has spent most of my life fixated on travel upgrades, loyalty and points, I am happy that I will finally be able to branch out from my reliance on the mega hotel brands and start taking advantage of the many wonderful independent properties in Journey's portfolio,” said Kevin Colleran, managing director of Slow Ventures.
“This will help so many hotels that were previously overlooked by travelers like me who were always forced to stay at the big chains in order to take advantage of our loyalty status and rewards.”