What Arrivia does

Arrivia is a B2B2C travel loyalty technology company that operates white-label travel booking platforms on behalf of enterprise partners including financial institutions, hospitality brands, membership organizations, and consumer brands such as American Express, USAA, Bank of America, Morgan Stanley, Marriott Vacation Club, Hilton Grand Vacations, T-Mobile, and Alaska Airlines. Founded in 1997 as International Cruise & Excursions, Inc. (ICE), the company rebranded to Arrivia in 2019 following its merger with SOR Technology and transitioned to private ownership under a consortium of investors in January 2025.

Arrivia's core product is a configurable white-label travel loyalty platform aggregating 40+ cruise lines and 30,000 itineraries, 700 global airlines, more than 1 million hotels and vacation homes, 200,000+ resorts, and 150,000 activities. Partners access the inventory through branded portals with API/SSO-based integration into their own loyalty currencies, supported by a travel analytics layer for real-time personalization, predictive analytics, AI-driven reward recommendations, and behavioral retargeting. iCruise and Cruise-Chat are notable sub-products powering cruise redemption and advisory flows for loyalty programs such as KrisFlyer Cruise, AirAsia rewards, Velocity Frequent Flyer, Air India Flying Returns, and Spirit's Free Spirit Cruises; the January 2026 acquisition of Bon Voyage Travel added a luxury, advisor-led cruise agency capability.

The company monetizes through subscription-based platform licensing to enterprise partners, transaction fees on travel bookings distributed through partner portals, and managed services for end-to-end loyalty program marketing, content, and deployment. Pricing is custom and tied to multi-year enterprise contracts, with partner portals typically launched in 30-90 days. Arrivia operates from Scottsdale, Arizona, with wholly-owned subsidiaries across the Americas, EMEA, and APAC, and reports 1,001-5,000 employees globally.

Name

Arrivia

Legal name

Arrivia, Inc.

Website

https://arrivia.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Arrivia operates a white-label B2B2C travel loyalty platform that enables financial institutions, hospitality brands, membership organizations, and airlines to offer branded travel booking portals, loyalty currency integration, and personalized rewards to their end customers across cruises, flights, hotels, and activities.

Ownership category

akta.pro rank

Product category

Travel Loyalty Technology

NAICS

Travel Agencies (561510), Tour Operators (56152)

akta.pro primary industry

CRM & Loyalty Marketing Automation (Email/SMS/Push, Journeys, Campaigns) (THALAKAG)

akta.pro secondary industries

Cruise Aggregators & Online Cruise Agencies (THAKAAAK), Lodging & Vacation Rental Booking Platforms (BPAMAIAC), Co-Branded Card & Card-Linked Offers Enablement (Issuer/Network Integrations) (THALAKAI)

Keywords

• Travel loyalty platform
• White-label travel portals
• Travel rewards program
• Loyalty currency integration
• Travel booking technology

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. White-Label Platform Licensing: B2B licensing fees from financial institutions, hospitality brands, and membership organizations for white-label travel loyalty platform access. Pricing is tailored based on platform configuration, usage, and service levels.
2. Travel Inventory Distribution: Revenue from distributing travel products (cruises, hotels, flights, car rentals, activities) through partner platforms. The company aggregates inventory from suppliers and earns commissions or transaction fees on bookings.
3. Marketing Services: In-house marketing team provides full management of loyalty programs including content creation, deployment, and reporting using sophisticated marketing segmentation and automation software.
4. Loyalty Program Management: End-to-end loyalty program management for financial institutions, including points liability reduction, program participation optimization, and ancillary revenue maximization.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Arrivia operates a white-label travel booking and loyalty platform that enables banks, credit unions, hospitality brands, and membership organizations to offer travel benefits, points redemption, and curated vacation experiences to their members and customers. The company aggregates global cruise, hotel, flight, vacation rental, and activity inventory and delivers it through co-branded portals embedded in client programs.

Product overview

Arrivia operates as a B2B travel loyalty technology company offering a comprehensive platform-plus-services model. The core offering consists of White Label Travel Portals and White Label Travel Booking Engines that enable partner brands to deliver fully branded travel rewards experiences. Supporting products include iCruise (cruise booking platform), Cruisepilot, Cruise-Chat, and LIVE365 (sales and marketing tool). Arrivia also provides Split Payment/BNPL solutions for travel bookings. The company publishes research reports including The New Luxury Travel Playbook, Travel Loyalty Outlook Report, and AI-Aided Trip Planning Research, along with whitepapers on loyalty trends, AI personalization, and sustainable travel. Through the acquisition of Bon Voyage Travel, arrivia extends its luxury cruise advisory capabilities. The platform connects via APIs and SSO for loyalty program integration.

Differentiator

Problem solved

Functional benefit

Brands

• iCruise: Cruise booking platform powered by arrivia technology
• Free Spirit Cruises
• Cruisepilot

Products and services

• Arrivia White-Label Travel Portals

Quantifiable outcome

• 100% increase in online member engagement
• +2 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

18 partnerships are on record, tiered flagship, strategic acquisition, core and minor.

• KrisFlyer (Singapore Airlines Group)flagshipStrategic or Co-development Partner · 8 June 2026Expanded partnership to enable KrisFlyer members to redeem miles for cruise bookings through KrisFlyer Cruise, offering access to 40+ cruise lines and 30,000 itineraries worldwide. Members can earn 2 KrisFlyer miles per USD 1 spent on cruise fares, creating a combined earn-and-redeem ecosystem. Launch targets growth regions including Southeast Asia and Australia.
• Bon Voyage Travelstrategic acquisitionStrategic or Co-development Partner · 12 January 2026Arrivia acquired Bon Voyage Travel, a luxury-focused travel agency known for its advisor-led service model and curated premium cruise experiences. Bon Voyage Travel continues operating under its existing brand with Ryan Hansen as President and Peter Evans transitioning to advisory role.
• AirAsia rewards (Capital A)coreStrategic or Co-development Partner · 24 November 2025Partnership to launch cruise booking platform powered by iCruise, allowing members to book cruises and earn points. Initiative aims to meet rising demand in Asia's cruise market, which saw 13% increase in passenger numbers in 2024.
• Spirit Airlines (Free Spirit)coreStrategic or Co-development Partner · 10 November 2025Spirit Airlines selected Arrivia as the new Free Spirit Cruises partner, expanding loyalty benefits and rewards for Free Spirit members through cruise booking platform.
• Touch of ModernminorStrategic or Co-development Partner · 18 December 2024Expanded partnership to deliver enhanced travel benefits for Touch of Modern members through arrivia's travel platform.
• Velocity Frequent FlyercoreStrategic or Co-development Partner · 13 August 2024Cruisepilot relaunch enabling Velocity Frequent Flyer members to earn Velocity Points on 40+ cruise itineraries worldwide through arrivia's iCruise platform.
• Air India Flying ReturnscoreStrategic or Co-development Partner · 13 August 2024Air India Flying Returns members can now earn reward points on 40+ cruise lines worldwide through arrivia's cruise platform.
• American ExpressflagshipGTM or Marketing PartnerLong-standing partnership powering travel rewards benefits for American Express cardmembers through white-label travel platform.
• Marriott Vacation ClubflagshipGTM or Marketing PartnerPartnership offering luxury vacation options and travel services through Marriott Vacation Club's loyalty ecosystem.
• USAAcoreGTM or Marketing PartnerPartnership providing military family travel benefits through arrivia's travel services platform.
• Bank of AmericacoreGTM or Marketing PartnerPartnership featuring travel rewards and benefits powered by arrivia for Bank of America customers.
• Hilton Grand VacationscoreGTM or Marketing PartnerPartnership showcasing premium vacation options with arrivia's travel services for Hilton Grand Vacations members.
• Royal CaribbeanflagshipGTM or Marketing PartnerStrategic cruise inventory partnership with multiple Partner of the Year awards. Royal Caribbean recognizes arrivia for sales excellence and marketing contributions.
• Carnival Cruise LinescoreGTM or Marketing PartnerTop Online Travel Agency recognition from Carnival Cruise Lines, distributing cruise inventory through arrivia's platform.
• Alaska AirlinescoreGTM or Marketing PartnerTravel rewards partnership with Alaska Airlines for loyalty program benefits.
• T-MobilecoreGTM or Marketing PartnerPartnership showcasing exclusive travel deals and rewards for T-Mobile customers through arrivia's platform.
• Morgan StanleycoreGTM or Marketing PartnerPartnership highlighting premium financial services with travel perks provided by arrivia.
• VidantaminorGTM or Marketing PartnerPartnership providing exclusive travel offers to members through Vidanta's luxury resort network.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Switchfly: Switchfly provides a white-label travel and lifestyle benefits platform used by loyalty programs, financial institutions, and membership organizations. It competes head-to-head with Arrivia's core offering of branded travel portals and integrated booking engines.
• Points (Points.com): Points.com operates Points Travel, a white-label travel rewards platform that enables loyalty programs to offer travel redemption. It is the closest direct peer, addressing the same B2B2C loyalty-driven booking use case with similar white-label portal capabilities.

Broad incumbents

• Sabre Corporation: Sabre operates a global travel technology platform serving airlines, hotels, agencies, and corporations with distribution and merchandising solutions. It is a broad incumbent with overlapping capabilities in travel distribution and loyalty-related technology infrastructure.
• Travelport: Travelport is a global travel commerce platform providing distribution, merchandising, and data services to travel suppliers and buyers. Its technology stack competes with Arrivia's in travel content aggregation and B2B platform services.
• BCD Travel: BCD Travel is a broad corporate travel management company with loyalty platform capabilities and partner rewards programs. While focused on corporate rather than consumer loyalty, it provides overlapping white-label travel technology services.
• Booking Holdings (EPS): Through Booking.com's Partner Solutions and broader hotel/air inventory, Booking Holdings serves as a broad incumbent in white-label travel distribution. While not loyalty-specialized, its scale of inventory and platform offerings overlap with Arrivia's booking engine value proposition.
• Expedia Group (EPS): Expedia Partner Solutions provides white-label travel booking APIs and inventory aggregation to loyalty programs, banks, and membership organizations. It competes with Arrivia's white-label booking engine in the B2B2C channel, though at much broader scale.
• Amadeus IT Group: Amadeus provides travel technology solutions for the global travel industry, including airline distribution, hospitality, and corporate travel. Its Altéa loyalty suite and broader travel platform compete with Arrivia in the B2B travel-loyalty infrastructure layer.

Emerging players

• Aimia (Air Miles): Aimia operates the Air Miles loyalty program and provides loyalty analytics and program management services. While focused on a regional coalition model, its loyalty program operations overlap with Arrivia's loyalty program management and currency integration services.
• Hopper: Hopper operates a consumer-facing travel booking platform with a growing B2B offering (Hopper Cloud) that licenses travel technology and inventory to financial institutions and travel providers. It is an emerging player with partial overlap in white-label travel booking for financial services partners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/arriviatravel
• Facebookfacebook.com/arriviatravel

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Arrivia