Gen Z faces barriers in accessing travel rewards as Rove reshapes loyalty programs

In recent years, a new platform known as Rove has emerged to address the travel needs of Gen Z, a generation eager to explore the world yet often excluded from traditional travel loyalty programs. The initiative was co-founded by a Wharton graduate, Morganroth, who himself experienced struggles with qualifying for travel credit cards, a crucial part of accumulating airline miles and rewards. With stark financial disparities in how individuals travel, Morganroth noted that while some are forced to max out savings or take loans to fund their journeys, he managed to fly business class to over 30 countries by utilizing airline points accumulated through strategic use of credit cards. This inspired him to create Rove, which aims to democratize access to travel rewards for younger generations. Rove operates differently than a standard credit card. Instead of relying on the usual credit qualifications that often leave Gen Z disadvantaged, Rove serves as a loyalty platform that combines existing rewards from various airlines and credit cards. This innovative approach not only offers users the chance to earn Rove Miles but also allows for significant additional earning perks on hotel bookings, and flight purchases. Users can accumulate points more effectively, exceeding 25 times on certain bookings and up to three times on flights, promoting an inclusive travel experience without the typical financial burdens typically faced by younger travelers. The importance of Rove extends beyond simply addressing loyalty programs; it aims to capture a vast market of over 70 million Americans who previously lacked access to traditional rewards systems due to credit restrictions. Despite the low margins often associated with the airline industry, the potential market for loyalty points is significant, evidenced by the independent valuation of programs like AAdvantage. Airlines are beginning to recognize the importance of catering to this underserved demographic. Rove's strategy to partner with airlines not only provides them with a new revenue path but also bridges the gap between aspiration and reality for travel-minded Gen Zers. As the founders of Rove continue their efforts, the platform is set against the backdrop of an evolving travel landscape where younger generations are increasingly seeking ways to navigate their financial limits while still pursuing adventure and exploration. Morganroth’s vision encapsulates a broader mission: to ensure that Gen Z has equal opportunity to earn airline miles and access the rewards that come with travel, fundamentally changing how loyalty programs operate in the future.