Chase Ultimate Rewards points could become even more valuable.
CNBC wrote today that JPMorgan Chase agreed to purchase “technology platforms, travel agency, gift card and points businesses of cxLoyalty Group.”
What raised our eyebrows is that Chase ended most of its travel partnership with Connexions Loyalty in 2018 — and opted to go with Expedia instead. (Chase and Connexions Loyalty did continue to work together on cruises, though, as René details here.)
Now it’s logical to wonder if Chase will sever its Expedia partnership — and bring everything in-house for all Ultimate Rewards travel bookings. That would make more sense (at least, based on what we’ve read). Doing so would create a more controlled, streamlined approach to point redemptions — as opposed to farming out business.
I’m also curious if Ultimate Rewards will be redeemable for more gift cards than they are now — as cxLoyalty also deals with those products.
These possibilities make Ultimate Rewards even more valuable, in our opinion. We value URs at about 1.5 cents each — and can see that figure rising a bit.
This is certainly an interesting development — especially given the current state of travel. We look forward to seeing what happens!
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