Remember when redeeming points felt like choosing from a predictable menu: dining credits, room upgrades, business class seats — luxurious, sure, but not necessarily thrilling? It wasn’t. Now, a premium loyalty program is rewriting the rules, taking cues from the airline industry’s endless array of upgrades and add-ons.
Luxury travel has gone beyond traditional luxuries such as stays at luxury resorts, sumptuous meals, and luxurious splurges. According to Skift Research, high-income households earning more than $150,000 a year are increasingly prioritizing adventure and meaningful experiences. In 2025, luxury travel will be synonymous with access to a long tail of hyper-personalized experiences and more intimate accommodations. The era of one-size-fits-all is over. Luxury is everything you want.
As this trend gains momentum, online travel credit card booking platforms are expanding their selection of curated experiences and premium vacation rentals. In 2023, Capital One Travel introduced its first luxury lodging program, Premier Collection. The program for Venture
SkiftX told Jen Schulich, managing vice president and head of Capital One travel, lounges and retail experiences, that luxury goods are becoming more fragmented, personalized and seamlessly integrated into credit card loyalty frameworks. We talked about the changing definition of luxury goods as people grow older.
SkiftX: How would you define luxury travel in 2025?
Jen Schulich: Luxury is evolving as new generations take a larger share of the market. Millennials and Gen Z are predicted to account for 80% of luxury purchases by 2030, and their specific tastes will shape the market now and in the future. Our cardholders prioritize personalized, unique and seamless service over traditional notions of luxury. The Premier Collection within the Capital One Travel portal reflects this change with a selection of boutique and premium properties selected based on their character and quality. Our on-property benefits and luxury benefits provide a stay that’s not just luxurious, but uniquely tailored to each traveler.
How does Capital One’s Premier Collection meet the individual needs and expectations of today’s travelers?
Privacy and curated experiences are becoming increasingly important to travelers. Each property in our Premier Collection is selected for its exclusivity and ability to provide unique, catered experiences, allowing travelers to enjoy privacy in a stunning setting. We are proud to introduce vacation rentals to our Premier Collection this year, reflecting expanding traveler preferences, including more space for families to relax and amenities like private pools for vacations with friends. I’m excited.
Separately, Velocity Black, acquired by Capital One in 2023, is our premium digital lifestyle concierge service that leverages the power of human experts and technology to deliver world-class experiences to our members. Whether travelers are looking for a quiet retreat or an adrenaline-pumping adventure, Velocity Black helps ensure that every detail matches the trip they envision. . Our approach focuses on creating memorable experiences that deeply resonate with an individual’s aspirations and expectations. We want our customers to feel like VIPs at all times.
As the long tail of luxury travel perks grows to include boutique stays and unique accommodations, how can vacation rentals expand the possibilities for personalized luxury for their loyal customers?
We know our cardholders are looking for something different – a private, elevated stay that makes them feel special, whether it’s a family vacation, a romantic getaway, or just a pick-me-up while working remotely. Ta. Moving into luxury vacation rentals was a natural next step. As with Premier Collection hotels, each stay comes with a $100 Experience Credit (or local equivalent) for things like stocking your fridge, private chef, spa services, or other select in-home activities. Can be used for This integration not only fits perfectly into our loyalty ecosystem by enabling an aspirational experience with rewards, but also adds a layer of added value to help cardholders stay in great places and learn more about it. It also makes you feel wise.
Capital One Travel says they curate “end-to-end travel experiences.” How do you define “end-to-end travel experiences” in the context of long-tail luxury?
That means we’re with you from the moment you start planning until you get home and share your story. It’s not just about booking, it’s about making every part of your journey seamless and special. For example, even before travelers depart, we help them pinpoint the best time to travel with price prediction tools through the Capital One Travel portal, helping them find great deals without sacrificing luxury. We make sure you get value. And once your journey begins, Capital One Lounges and Landings provide comfort and luxury at the airport, like a pre-vacation relaxation zone. Once they arrive, VIP treatment follows. Through the Premier Collection, you’re guaranteed to enjoy benefits like room upgrades, daily breakfast for two, Experience Credits, and more. It’s all about making your trip feel effortless and exceptional from start to finish.
Millennial and Gen Z travelers are increasingly valuing value alongside luxury. How does Capital One Travel balance exclusivity and accessibility in the services it offers?
Millennial and Gen Z travelers aren’t just chasing luxury. Especially if it’s a special occasion like a birthday or a group trip with friends, you want an experience that really stands out. We know this demographic is willing to spend money on premium travel to get something truly special. Our Premier and Lifestyle Collections give you access to luxury hotels and resorts that would normally be a little more luxurious, but with perks like Experience Credits, better earning rates, special offers and travel credits. These stays are even more enriching as they include: A smart and exciting choice. Venture
We’ve also partnered with PRIOR, the leading provider of luxury travel and cultural experiences, to create bespoke itineraries that allow our guests to experience destinations like locals and access off-the-beaten-path activities. Create. Next year’s Travel will offer cardholders the opportunity to visit popular destinations such as Rome and the South of France in a new, unique and intimate way. Itineraries cater to specific passions and interests, such as food, design, sports, and art, and feature unique experiences with talented people. expert.
How can you use data to unlock the long tail of traveler preferences and gain access to even the most unusual and unconventional experiences?
We use a lot of smart technology to make travel booking super easy and personalized for each traveler. Through data analysis such as travel trends and customer preferences, we help you pinpoint the best time to book so your customers always get great value. We also offer features such as price freezes and cancellation for any reason, giving everyone more flexibility in their travel plans. Our collection offers a hand-picked selection of vacation rentals and hotels that are not only luxurious but tailored to your tastes, thanks to real-time feedback and booking data.
What do you think about loyalty?
Loyalty should feel like more than just earning points. We want cardholders to understand our benefits as a way to create a unique experience. Our Premier Collection is a perfect example of this. This is a premium service that feels special, but can also be earned through rewards. These services offer more than just perks, they create a lasting impression and create a deeper connection with cardholders. What sets us apart is the flexibility of our benefits, which appeals to travelers who want to explore new destinations. When cardholders use these programs, they see increased engagement across the ecosystem, increased card usage, deeper loyalty, and a stronger connection with Capital One Travel. By focusing on destination value and elevating what our Loyalty Programs can offer, we create travel experiences that truly resonate with our cardholders.
Looking ahead, what do you see as the next big opportunity for travel award booking platforms to provide high-touch, curated experiences for their customers?
The future lies in combining cutting-edge technology with personal, high-touch service. Travelers want a platform that anticipates what they need, including suggestions for ideal accommodations and planning unique activities, while providing personal, concierge-level support when it matters most. . We focus on creating an effortless yet unforgettable experience.
Click here to learn more about Capital One Travel’s premium services.
This content was co-created by Capital One Travel and Skift’s branded content studio SkiftX.
