Rove is challenging the status quo in the travel industry with its groundbreaking philosophy and execution. Founded by 22-year-old Max Morganroth, this visionary startup launches the world’s first universal mile loyalty program to make it possible. This innovative platform aims to democratize access to airline miles for millions of consumers, particularly targeting the travel aspirations of Generation Z.
It was this experience that inspired Morganroth to develop Rove, both senior year and junior year study abroad. Business and first class travel around 30 countries had a way of shaping a US mayor’s vision. It was during a visit to Hong Kong that he discovered a significant difference in how consumers could earn miles. He noted that there, individuals did not need to open credit cards to accumulate miles on Cathay Pacific’s Asia Miles program. This unexpected discovery planted the seed of an idea for a loyalty program that would provide users the same opportunities, but without the up-front costs.
By allowing airlines to continue expanding their enormously profitable miles business, Rove’s approach offers a more innovative solution. Via its shopping extension for Google Chrome, users can earn miles by simply shopping at more than 7,000 retailers. This new model saves consumers money while helping airlines save money, too, by letting them access new affiliate marketing revenue streams.
Morganroth and his co-founder, Arhan Chhabra, the Harvard dropout, merged their vision to develop Rove. Together, they transformed their concept into a successful startup. Thus, their ambitious plans took flight when Rove entered Y Combinator’s winter 2024 batch. This turn of events provided endless opportunities to connect with and cultivate partnerships with the mile programs of 11 major airlines. These are some of the most prominent and preeminent carriers of the likes of the premium airline category – Air France-KLM, Aeromexico, Finnair, Qatar Airways.
Rove’s partnerships allow for more inclusive travel experiences for all of Rove’s users. Plus, with the option to book award travel on nearly 140 carriers, users are frequently able to transfer miles between partnered airlines. This flexibility to make their travel dollars work harder opens up the value of the miles they earn through Rove’s program.
In short, financial terms – Rove’s model is very attractive. For instance, points accrued from a $1,000 hotel stay could translate into a round-trip ticket to Europe from the United States. That’s great news for travelers, as they can stretch their hotel budget further by turning their hotel stays into bankable miles for upcoming travels.
Morganroth emphasized the attractiveness of Rove’s offering to young adults, stating, “Gen Z wants to travel more than any other demographic, yet they have the least access to the tools like this that actually make it cheaper.” He’s convinced that by giving people such an accessible way of earning airline miles, Rove can play a critical role in helping to close this gap.
Rove completely re-imagines what a loyalty program can be. It’s generous because it returns all of its profits directly back to users, giving users miles. This outwardly user-centric approach is particularly resonant with millennials and Gen Z, a demographic that prioritizes transparency and direct benefits.
Rove’s usability will be familiar to anyone who uses apps like Honey or Rakuten, which give you money back for shopping online. Rove distinguishes itself by combining shopping and travel together into one rich experience. Users create new opportunities to travel by not only earning miles with everyday purchases but with hotel bookings as well.
Their unusual approach has investors licking their chops. It led to a successful crowdfunding round that raised $2 million from big names such as Y Combinator, General Catalyst and Soma Capital.
Rove is in the midst of rapidly expanding its platform and building new partnerships. More importantly, it is poised to change the game in young travelers’ relationships with airline loyalty programs. In addition to accessibility, Rove makes the populated areas and intelligent design user rewards a priority. This commitment will change the way Gen Z travels.
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