Rove Revolutionizes Airline Miles with Universal Loyalty Program for Gen Z Travelers

Max Morganroth’s extensive travel experience during his junior year abroad inspired a groundbreaking approach to airline loyalty programs. Flying business and first class across 30 countries, he leveraged airline miles and credit card rewards to fund his trips. However, he noticed that many peers, especially younger travelers, lacked access to premium credit cards or the time to optimize miles, limiting their ability to travel affordably.

Morganroth’s discovery of Hong Kong’s Asia Miles program, where miles function like a second currency earned through everyday spending without credit cards, sparked the idea for Rove. This universal miles program aims to democratize travel rewards by allowing users to earn miles across multiple airlines through shopping and hotel bookings, bypassing traditional credit card requirements.

After graduating, Morganroth partnered with Arhan Chhabra to launch Rove, which joined Y Combinator’s winter 2024 batch. Rove secured partnerships with 11 airlines including Air France-KLM and Qatar Airways, expanding access to airline miles beyond major bank credit card holders. The startup raised $2 million from investors such as General Catalyst and Soma Capital.

Rove’s innovative business model replaces traditional credit card fee-sharing with affiliate marketing revenue from over 7,000 merchants via a Google Chrome shopping extension. Users earn points through shopping and hotel bookings, which convert into airline miles. Hotel commissions can reach up to 40%, and Rove passes all earnings to users, enabling them to accumulate miles faster and redeem them for flights on approximately 140 airlines.

This approach is particularly attractive to Gen Z travelers who desire affordable travel but often lack credit history or access to premium rewards credit cards. Rove’s platform simplifies earning miles by integrating everyday shopping and travel bookings, making travel rewards accessible immediately without waiting years to build credit.

Broader Implications for Travel and Loyalty Programs

Rove’s universal miles program represents a shift in the airline loyalty landscape, moving away from credit card dependency towards more inclusive, multi-channel earning opportunities. This model opens new revenue streams for airlines by engaging a broader consumer base, especially younger generations who prioritize travel but face financial barriers. Additionally, Rove’s affiliate marketing approach aligns with evolving e-commerce trends, offering airlines a scalable, cost-effective way to monetize loyalty programs.

For developers and businesses in travel tech, Rove’s model highlights the potential of integrating diverse earning channels—shopping, hotel bookings, and multi-airline partnerships—into a seamless user experience. This approach not only enhances customer loyalty but also drives measurable growth through affiliate commissions and expanded market reach.

As travel demand rebounds globally, startups like Rove demonstrate how innovative loyalty solutions can democratize access to travel rewards, empower younger travelers, and create new business models for airlines. This evolution signals a broader trend toward flexible, user-centric loyalty ecosystems that transcend traditional credit-based barriers.