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Chase Travel has rapidly emerged as a key player in the luxury travel space, making significant strides in recent years, raking in over $10 billion in sales in 2023. With a strong foundation built on strategic acquisitions and partnerships including FROSCH which included Valerie Wilson Travel (VWT), the brand is set to redefine travel experiences for its customers, particularly those with high-value Chase credit cards. Big this year is the introduction of “The Edit by Chase Travel” and several new airport lounges for Chase Sapphire Reserve customers. We recently sat down with Rena Shah, Managing Director and Head of Chase Travel Lodging & Experiences, to get the scoop on the company’s latest developments, travel trends based on their rich data, and key relationships with hotel partners. Here’s what you need to know to engage with this growing travel powerhouse!
Thanks for taking the time to chat with us Rena. Before we jump in, tell us about your role at Chase Travel and what your team is focusing on?
I oversee our lodging and experiences at Chase Travel. My role involves leading our strategy and managing relationships with hotel partners across the board—from luxury hotels in our newly launched “The Edit” to larger chain hotels and online travel agencies (OTAs). We’re focused on delivering the best hotel offerings to our customers, whether they’re booking directly through Chase Travel or our other brands like FROSCH and VWT.
What is “The Edit by Chase Travel,” and why should luxury hoteliers be interested in it?
“The Edit” is our new luxury lodging program, officially launched in February 2024. It’s a hand-selected collection of top-tier hotels worldwide, curated to offer unique benefits (complimentary breakfast, room upgrades when available, property credits, and more) to our customers, particularly those with high-value cards like Chase Sapphire Reserve. We work closely with hotel partners to choose properties that match the preferences and spending trends of our customers.
How can luxury hotels get more visibility or become partners in “The Edit”? Is it a pay-to-play model?
It’s not a pay-to-play model. We invest a lot of time in identifying the hotels that will resonate most with our customers. We start with data—where our customers are traveling, their spending habits—and then we curate a diverse portfolio that meets different travel needs, whether it’s a romantic getaway or a family vacation. We then invite hotels that align with our criteria to participate, ensuring they meet our luxury standards. So, The Edit is truly a mix of data-driven decisions and our team’s industry expertise to ensure we offer the best travel options and experiences.
What trends are you seeing in the travel industry, and how can hoteliers leverage them?
Travel is deeply embedded in our customers' lifestyles. Even with fluctuating markets, we see strong interest in experience-driven travel, such as major events like the US Open or concerts like Taylor Swift’s tours. For example, we saw a 103% year-over-year increase in hotel sales in NYC during US Open and during the Olympics in Paris we saw travel bookings were up 110% year-over-year. Hoteliers can capitalize on these trends by offering packages that cater to these experiences.
Over Labor Day, we’re seeing Hawaii tourism starting to have a comeback, with Maui (217%) and Kauai (52%) seeing increase in travel year-over-year. Other destinations we saw with strong year-over-year growth include Nashville (71%) and Las Vegas (61%) domestically, and Nice, FR (66%), and Mexico City (46%) internationally.
We also anticipate an increase in last-minute bookings for the holiday season, so being prepared to accommodate these could be a big advantage.
How is Chase Travel helping hotels connect with high-value customers?
We’re heavily investing in marketing and content creation to highlight our hotel partners. For example, we recently launched our Chase Travel Instagram, where we showcase unique aspects of hotel partners. We have a team entirely dedicated to creating content that tells the story of each property, helping customers explore and choose the right hotel for their needs.
What new initiatives do you have coming down the pike?
Beyond the launch of “The Edit” and our new branding efforts, we’re focusing on targeted advertising campaigns to reach our customers where they are. We’ve also redesigned our booking experience to make it more editorially driven, helping customers easily find hotels that meet their specific travel profiles. For Q4, we’re continuing to integrate our acquisitions, like FROSCH and VWT, into our ecosystem, which will further enhance our leisure travel offerings.
How does Chase Travel ensure that hotels can meet the needs of high-value guests?
We proactively reach out to hotels when we identify high-value bookings. Our team communicates with the hotel to share any customer preferences, ensuring that the property is prepared to deliver an exceptional experience. This includes details like connecting rooms for families, kids’ programs, or specific dietary needs. This approach allows hotels to start off on the right foot with our premium guests.
With all these advancements at Chase Travel, what are you personally most excited about in your role?
I’m incredibly excited about the momentum we’ve built at Chase Travel. Even though we’ve launched significant programs and made key acquisitions, it still feels like we’re just getting started. The industry’s response has been overwhelmingly positive, and I’m thrilled about the long runway of opportunities ahead. We’re already a top leisure travel provider globally, and I’m confident that we’ll continue to climb as we expand our offerings and refine our customer experience.
You've mentioned that you travel often for work and you are also a mom. Do you have any memorable travel experiences with your family?
Yes, traveling with my family is always a special experience, especially with my twin boys, who just turned 11. They’ve become quite the seasoned travelers, often joining me on work trips–”bleisure” before it was trendy! Recently, we had a wonderful stay at a partner hotel called The Lake House in the Finger Lakes, on Lake Canandaigua. It was my boys’ birthday week, and the hotel staff went above and beyond to make it special for them. Every night, they left treats like chocolate cookies in our room, along with handwritten cards from the staff wishing them a happy birthday. They even found out, through some light social media sleuthing, that my boys are big Yankees fans and surprised them with themed gifts. It’s those thoughtful touches that make a hotel stand out, and it's something that left a lasting impression on my boys—they’ve already declared it their favorite hotel!
Finally, as a “points” insider, what are your top tips for maximizing?
Absolutely! One of my top tips is to not be afraid to use your points. Many people tend to hold onto their points, but I always encourage using them anytime you can. To maximize your points – keep an eye out for special bonus points from us – earlier this year we offered 8k points for eligible cardmembers who booked multiple travel components (hotel, flights, car rentals) on Chase Travel, and we’ll be doing something similar again soon!