US-based hospitality management platform Cloudbeds has entered into a strategic partnership with Journey to allow independent hotels within the Cloudbeds Collection to harness the commercial power typically reserved for major hotel groups.
The collaboration aims to provide properties using the Cloudbeds Collection access to a global loyalty network, positioning them to compete with the established programmes offered by online travel agents (OTAs), credit card companies, and major hotel brands.
Through the integration of Journey’s AI-driven loyalty engine within the Cloudbeds platform, participating independent hotels will have the ability to offer a unified rewards currency.
This feature will allow properties to retain control over their branding and direct guest relationships.
A key element of the partnership is the focus on encouraging direct bookings.
Properties in the Cloudbeds Collection will be able to provide exclusive Instant Rewards and Experience Multipliers through their own direct booking channels, potentially reducing reliance on external platforms that charge high commissions.
The loyalty platform leverages Journey’s AI Guest Engine, which analyses guest preferences, behaviours and intent to help hotels personalise interactions.
The technology includes a conversational interface, “Known by Journey”, which serves as a tool for hoteliers to gather specific insights into individual guest travel habits and preferences.
Cloudbeds chief growth officer Rafael Blanes said: “Guest experience has never mattered more. The Cloudbeds Collection has always represented properties with real ambition, the kind that want to deliver something distinctive, on their own terms.
“Through our partnership with Journey, we’re giving those hoteliers the intelligence and infrastructure to turn every stay into a reason to come back, and to compete with anyone on the experience they deliver.”
Cloudbeds and Journey describe the partnership as an industry-first, noting that the loyalty ecosystem is intended to help independent hotels grow direct bookings.
