J Flyer, our own venture

The other side of the table

In 2025 we started J Flyer, and we run it today. It’s a flight-booking membership. Members pay an annual fee, and in return we book their flights using their own points, miles and cash, and manage the strategy around it: which cards to earn on, how to hold loyalty status, upgrades, waitlists, credits and hotel redemptions. Most of the points-and-miles world works on a per-booking basis. J Flyer is an ongoing relationship instead, which is the whole idea. It’s deliberately small and very high touch, and we’d like it to stay that way.

We started it for a reason beyond the business itself. The practice spends its time inside other people’s companies, and however early we arrive, we leave before the long consequences land. J Flyer is the opposite arrangement. There’s nobody to hand over to.

Every seat, one person

J Flyer is built and run end to end by one operator: shaping the offer, building the processes behind it, doing the marketing, delivering the service, answering every message, and keeping the books. No handoffs and no department to escalate to, which is a useful discipline for a practice that spends its client work designing handoffs and escalation paths for other people.

It’s also where our standards get tested properly. The rule we apply to client work is that a process has to still run six months later, operated by someone who never met us. Here the test is harsher and faster: a system has to hold up when the person who wrote it is also the person running it at nine on a Friday night with nobody checking. Documentation that only exists to look thorough doesn’t survive that. It’s the quickest way we know to find out which parts of a process were real.

Running it

• Founded in 2025 and operating today, with the offer, the processes behind it and the member support all built in house.
• Run end to end by one person, from first enquiry through to the booking and everything after it.
• Every process we recommend to a client gets lived with here first.
• You can find it at jflyer.travel.