Points fatigue has grown as rewards programs have expanded, complicating the management of travel benefits. Brian Kelly, founder of The Points Guy, has invested in the startup Journey to reform the loyalty system. Co-founder John Sutton believes the existing system is broken, especially for independent hotels and short-term rentals. Sutton, after a career in tech and a hiatus in professional volleyball, identified a necessity for a more engaging rewards program. Kelly highlighted the loss of loyalty magic, recognizing the opportunity to revitalize customer interest in travel rewards.
The points system has become overly complicated, requiring an advanced degree in statistics to manage, leading to a sense of fatigue among users.
Sutton and Kelly believe the current loyalty rewards system fundamentally lacks excitement and needs a comprehensive overhaul to restore its value and appeal.
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