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Redefining Value in Travel: A Conversation with John Choate

In a market often overshadowed by obscured pricing and hidden fees, John Choate, the co-founder of Apogee Travel, presents a refreshing perspective on the travel industry. In a recent episode of the podcast Disruption Interruption, hosted by Karla Jo Helms, Choate exposes the pervasive issue of "value blindness" that affects countless travelers. The current state of the travel industry, with its reliance on online travel agencies (OTAs) that charge commissions ranging between 15 to 30%, leaves consumers feeling disengaged, particularly when 45% of loyalty program accounts remain inactive.

The Illusion of Choice and Market Duopoly

Choate asserts that while consumers feel empowered as savvy shoppers, they are entangled in a system dominated by a mere few players controlling over 90% of the market. This monopolistic landscape creates an illusion of choice while obscuring the actual value travelers receive. He states, "Travel is confusing because it behaves exactly like every other system where people have lost transparency. Finance hides fees, social platforms hide truths, and travel hides value."

By manipulating the focus on price alone, the existing model causes travelers to overlook the diminishing value of traditional loyalty points and the complexities involved in booking. As Choate succinctly puts it, “If you are comparison shopping travel sites, you are largely comparing the same price wrapped in different disguises.” The lack of clarity in loyalty programs entraps consumers in a cycle of decreasing returns, fostering a mindset of disillusionment rather than empowerment.

Philanthropy Replacing Loyalty

Apogee Travel does not merely redesign the travel booking process; it fundamentally alters the value proposition by promoting philanthropy as a new form of loyalty. This innovative approach allows travelers to secure accommodations at the same rates as conventional booking while ensuring a portion of the commission is donated to a charity of their choice. Choate emphasizes, "Every transaction through Apogee generates a charitable donation. It isn't a round-up feature—10% of our commission goes to any charity the consumer selects."

This model breaks down the conventional view of travel as purely transactional, reconceptualizing it as a catalyst for social good. Travelers can still earn brand rewards points and receive cash back, all while contributing to a cause that resonates personally. This unique framework has led to partnerships with reputable organizations, including a four-year agreement with St. Jude Children's Research Hospital, demonstrating that when transparency and shared values unite, the results can surpass traditional marketing tactics.

Rebuilding Trust and Value in Travel

With Apogee Travel leading the way, Choate is on a mission to not only reveal the opaque nature of the travel industry but to redefine it. The ideal model they present shows travelers where value truly lies—through portability of benefits and the capability to impact communities positively. As Choate concludes, "We fundamentally believe that philanthropy is the new loyalty. We found a way to merge maximum traveler reward with maximum social good, simply by removing the blinders and showing people where the value really is."

As travelers increasingly seek to make choices that align with their values, Choate’s vision offers a glimpse into the future of the travel industry—one where social impact and consumer benefits coexist seamlessly, paving the way for a more ethical and rewarding travel experience.

For those interested in hearing more about how Apogee Travel is challenging the status quo, check out the full episode of Disruption Interruption available on major podcast platforms like Spotify and Apple’s App Store.

About John Choate and Apogee Travel

John Choate, once a Navy SEAL officer, has transitioned from his military career into the travel sector, aiming to transform it for the better. Holding prestigious academic qualifications, Choate embodies the blend of expertise and socially responsible innovation that stands at the forefront of Apogee Travel’s mission. The company represents a pioneering shift that promises to reshape the landscape of travel into one characterized by transparency, value, and philanthropy.

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