Published by (VOA) This article will explore how a Travel Rewards Strategy can benefit frequent travellers.

The travel industry is evolving rapidly—and loyalty programs are no exception. Having a solid Travel Rewards Strategy will help you adapt to these changes.

In a recent announcement, ITA Airways confirmed that its Volare loyalty program will officially end on March 30, 2026. While this may seem like just another airline update, it highlights a much bigger issue that travelers and owners often overlook—having a thoughtful strategy for travel rewards is crucial during times of change.

Unmanaged points lose value. Fast.

Let’s break down what’s happening—and more importantly—what it means for your travel portfolio. Additionally, understanding your own Travel Rewards Strategy will affect how you manage these changes.

What’s Happening with ITA Airways Volare?

Volare, launched in 2022, will be retired by the end of March 2026. Members have limited options to preserve value, so adopting a proactive Travel Rewards Strategy is wise.

• Book flights using points (must be booked before March 30, 2026)

• Convert points into gift cards, which:

  • Can only be used between April 1 – June 30, 2026

  • Must be redeemed for travel within 12 months after that window

Notably:

• No point transfers to the upcoming program

• No extensions or rollovers

• Limited clarity on elite status transitions

What’s Next: Lufthansa’s Miles & More

Starting April 1, 2026, ITA Airways will transition into Lufthansa’s Miles & More loyalty ecosystem. This event is a key moment for your Travel Rewards Strategy planning.

While this brings integration into a larger global network—including Lufthansa, SWISS, Austrian Airlines, and Brussels Airlines—it also introduces a critical gap:

👉 Your existing Volare points do NOT transfer.

This is where many travelers lose value. However, an effective Travel Rewards Strategy can help mitigate these losses.

The Bigger Problem: Passive Loyalty = Lost Value

This situation isn’t unique to ITA Airways. Travelers looking for a smart Travel Rewards Strategy should recognize these patterns across all airlines.

Across the travel industry, loyalty programs:

• Change frequently

• Devalue points without notice

• Merge, disappear, or restructure

Yet most travelers:

• Accumulate points without a strategy

• Wait too long to redeem

• Miss optimal usage windows

Result: Thousands of dollars in lost value.

The VOA Perspective: Travel Portfolio Management

At Vacation Ownership Advisor, we approach this differently. For us, Travel Rewards Strategy means viewing loyalty benefits as a means of maximizing your travel portfolio.

We don’t see points, memberships, or ownerships as separate pieces—we see them as part of a connected travel portfolio.

That means:

• Monitoring airline and hotel program changes

• Identifying optimal redemption windows

• Combining points + cash strategically

• Aligning bookings with long-term travel goals

Because the truth is simple: To navigate these programs effectively, a Travel Rewards Strategy is essential.

Points are not assets unless they are actively managed.

What You Should Do Right Now

If you (or your clients) have Volare points, you should urgently review your Travel Rewards Strategy.

1. Act immediately — deadlines are fixed

2. Book travel now if possible

3. Convert to gift cards if plans are uncertain

4. Avoid waiting — value will expire

Final Thought: This Will Keep Happening

The shutdown of Volare is not an exception—it’s a preview. Savvy travelers use a travel rewards strategy to move confidently into each new loyalty program era.

Loyalty programs will continue to evolve, merge, and disappear. Still, having a Travel Rewards Strategy will help you stay ahead.

The difference between travelers who win and those who lose comes down to one thing:

Strategy.

At VOA, our mission is to ensure our members never leave value on the table—whether it’s points, weeks, or experiences. In essence, our guidance centers around a robust travel rewards strategy for lifelong value.

Because travel isn’t just about where you go.

It’s about how intelligently you get there, and your travel rewards strategy makes all the difference.