Chase Travel Group: The quiet giant shaping hotel distribution

How JPMorgan’s growing travel platform powered by Travelport is unlocking high-value bookings for forward-looking hoteliers

by Markus Busch / Editor of Hospitality.today

In the world of hotel distribution, the loudest headlines are often reserved for the OTA giants or the GDS networks. But a quieter revolution is underway—one hoteliers would be wise to watch closely. JPMorgan Chase, the global banking titan, has been steadily building a travel empire. Its integrated unit, Chase Travel Group, is no longer just a credit card perks portal. It’s evolving into a full-spectrum travel platform—and it’s bringing millions of high-spending, loyalty-driven travelers with it.

From points to power player

Historically, Chase's involvement in travel was mostly tied to rewards redemption—Ultimate Rewards points used for flights or hotels. But recent moves have signaled a far more ambitious strategy. Through acquisitions like cxLoyalty, luxury agencies Frosch and Valerie Wilson Travel, and new tech partnerships, Chase Travel Group is now among the top 10 travel sellers in the U.S.

For hoteliers, this means one thing: another major channel with serious potential to drive high-value bookings.

Why hotels should care

Chase isn’t just trying to replicate the OTA model. Instead, it's building a hybrid ecosystem—merging bank-grade data, loyalty programs, and curated travel.

Here’s what makes it relevant for your property:

• Loyal customers, spending freely: Travelers using Chase Ultimate Rewards often book aspirational trips. These are guests looking for elevated experiences, and they tend to spend more—on suites, spa treatments, dining, and excursions.
• Richer content opportunities: With modern booking technology and NDC content capabilities, Chase Travel can support enhanced rate and room descriptions, branded offers, and upsell content—more than some OTAs allow.
• Corporate crossover: The Frosch acquisition brought in a large portfolio of managed corporate travel. If your hotel targets business travelers, there’s an overlap here that’s worth exploring.
• Loyalty potential: With Chase now deeply integrated into travel, hotels that connect into its loyalty and booking flows may see longer-term value than transient OTA shoppers.

Powered by Travelport

One of the most strategic moves in Chase Travel Group’s transformation was its multi-year agreement with Travelport—a leading Global Distribution System provider. This partnership powers Chase’s backend travel infrastructure using Travelport+.

For hoteliers, this means that if you're connected to Travelport through your CRS or channel manager, your property is already positioned to appear in the Chase Travel ecosystem. Optimizing your content and pricing on Travelport could directly improve visibility on Chase Travel's platform—particularly for high-value leisure and corporate travelers.

What to watch

As of 2025, Chase Travel is leaning into premium experiences—highlighting culinary travel, wellness stays, and distinctive boutique hotels. If you run an independent property or a luxury brand, this aligns perfectly with Chase’s new audience focus.

They’re also experimenting with vacation rentals, curated packages, and direct integrations—suggesting a willingness to move beyond traditional booking models. For forward-looking hoteliers, this opens partnership doors earlier than with more rigid legacy OTAs.

A seat at the table

GDS API driven travel platforms like Chase Travel isn’t a replacement for your OTA contracts. But it’s becoming an important pillar—especially for hotels looking to reduce OTA reliance while still tapping into global demand.

If you’re already working with a distribution partner or channel manager that connects to Travelport, you may already be discoverable within Chase’s ecosystem. But visibility isn’t enough. Make sure your content is optimized and consider participating in targeted Chase offers or campaigns.

The bottom line

In a world where hotel distribution is constantly evolving, Chase Travel Group is a fresh force backed by billions—and it’s still early days. For hoteliers, the smart move is not just to observe, but to find ways to participate in this growing ecosystem while it’s still taking shape.

You’re not just reaching a new platform. You’re tapping into a highly engaged, data-rich audience that’s booking with intent—and often, with rewards points to spare.