JetBlue and Etihad launch extreme loyalty challenges, offering lifetime status and millions of miles—but critics question the sustainability. Meanwhile, the hospitality tech world faces an accessibility wake-up call as experts urge better design for neurodivergent users and frontline staff.
We break down two headline-grabbing trends: the rise of extreme airline loyalty challenges and the hospitality industry’s urgent need to rethink digital accessibility.
JetBlue and Etihad Airways are shaking up the loyalty world with travel challenges that are as ambitious as they are controversial. JetBlue’s “25 for 25” campaign offers lifetime Mosaic 1 status (through 2050) to travellers who visit 25 destinations before the end of 2025. Add 350,000 bonus points on top, and it’s easy to see why it’s generating buzz. Etihad’s “Extraordinary Challenge” is even bolder—fly to 15 new destinations by May 2026 and the first to do it wins 5 million miles.
While these campaigns are great for brand visibility and tapping into the competitive streak of frequent flyers, they’ve sparked major criticism over their environmental impact. The sheer volume of travel encouraged by these challenges runs counter to the rising demand for sustainable tourism. With climate conversations dominating the travel industry, many argue that encouraging thousands of miles in short timeframes is misaligned with a shift toward slower, more meaningful travel.
On the tech front, a different kind of conversation is gaining traction—one that could reshape how hospitality software is designed. Richie Khandewal, co-founder of PriceLabs, points out that most travel tech is built for functionality—but not for accessibility. This isn’t just about guests—it’s about the very people who run properties.
From colour-blind revenue managers struggling with poor contrast dashboards to neurodivergent team members finding cluttered systems overwhelming, bad UX is more than an inconvenience—it’s an operational risk. When staff can’t use the tools properly, mistakes happen, efficiency drops, and job satisfaction plummets. Accessibility isn’t a side note; it’s fundamental to good design. The takeaway? Software providers need to prioritise simplicity, clarity, and inclusivity—not just feature lists.
✅ Rethink Loyalty for Your Guests. Instead of pushing volume, design loyalty perks around meaningful engagement: longer stays, off-peak visits, or repeat bookings that add value for both sides.
✅ Audit Your Tech Stack. Look at the tools you use daily. Are they intuitive? Are they accessible for everyone on your team? Prioritise software that supports all users—not just the most tech-savvy.
Whether it’s loyalty programs or software design, the future isn’t about pushing people to do more—it’s about helping them do better. For travel brands, that means aligning rewards with values like sustainability. For tech providers, it means building systems that everyone—literally everyone—can use confidently.
Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct
