🚫 OTAs Suck ✅ Building a Book Direct, Decentralized, Open-OTA ➜ 🚀 Operators Get Direct Bookings ✈️ Travelers Get Rewards for Booking Direct 💰 Anyone Who Refers Travelers Owns Them & the Revenue Stream They Generate.

🐥 I'm a startup founder, launching a direct booking travel platform for the AI agent era.

Why? Today, Online Travel Agent (OTA) commissions are draining 10's of billions of dollars out of the travel ecosystem. They enrich "Big Tech" and "Big Travel", at the expense of everyone else. I know because I helped them do it. For years I was a super-affiliate of Expedia and other big OTAs. I fed $100m+ in hotel bookings to the OTAs, generating $10m in commissions, but adding little of value to the ecosystem.

Now, I'm building a new travel distribution platform and protocol that enables travelers and their AI agents to bypass the OTA middlemen and book direct.

👇 Want to be notified when we launch? Leave a comment in the featured post below titled "AI-powered community", or reach out and connect! 

~~~~~~~~~~~~~~

Previously...

🐣 I co-founded a venture studio. We launched 3 notable ventures:
 
1️⃣ 3Genius International. Network of travel booking websites. $100M+ in bookings and $10M+ in gross profit.

2️⃣ Moola.com. Multiplayer game. Grew virally to 450k community members, $7.6M economy. PCWorld's “Best Places to Waste Time on the Web”.
 
3️⃣ Locationary. Local data and community platform. Rewarded users for crowdsourcing local business data (eg. like for Apple Maps). $4.5M in funding. Acquired by Apple.

~~~~~~~~~~~~~~

🧠 Current Interests: AI, community, machine learning, travel, fintech, loyalty rewards, web3 / tokens / blockchain, creator & influencer economy, social commerce, marketplaces, network effects.

Arlen Ritchie

Hi, I'm Steve Hui - The Points Whisperer

I help Australian business owners fly Business Class without paying full price - by turning everyday business expenses into Business Class points flights.

**Most People Struggle With Points - And It’s Not Their Fault.
If you’ve ever looked at your points and thought:

“This is too hard.”
“They’re probably worthless.”
“I’ve tried, but it feels like a scam.”

You’re not alone.

The whole system is deliberately confusing - complex rules, hidden availability, booking frustrations.
And for most people, points feel like a sucker’s game.

But with the right strategy, points can unlock $10,000+ Business Class flights - reliably and repeatedly.

Why Most People Don’t Use Points Successfully
❌ They don’t know where to start.
❌ They redeem at poor value (e.g. gift cards or upgrades).
❌ They let points expire.
❌ They don’t earn the right points in the first place.
❌ It’s just not worth the time - so they give up, forever!

**How I Help You Win at the Points Game
I’ve spent 12+ years building a proven, done-for-you system that removes the stress, complexity and guesswork.

Through The Flights Club, I help Aust-based business owners:

✔️ Design a personalised Points Travel Strategy matched to your business spend
✔️ Earn millions of points from business expenses you already pay - including ATO, payroll, suppliers, rent and more
✔️ Maximise value on every point (not the low value gift cards type - but the high Business Class value)
✔️ Book your Business & First Class flights for you

This isn’t about chasing points by signing up to new credit cards - you don't need to do that, because you have something a lot more powerful - lots of business expenses to pay and earn lots of points.


**What I Do - And What I Don’t
I'm not a travel agent.
I'm not a blogger.
And I’m not a payments platform.

I’m your Points Strategist - turning your business spend into Business Class flights, without changing how much you spend or how you operate.

We partner with your accountant, your cards, and your team to make it all work seamlessly.

🏆 Real Results
We've managed over 1 billion points, unlocking Business Class flights on Qantas, Emirates, Singapore Airlines, Etihad, Cathay Pacific and more.

Our clients regularly save $5,000–$10,000 per flight, fly more often, and never waste points again.

Simply Google iFLYflat—and see what others say.

📩 Contact me:
Web: www.iFLYflat.com.au
Email: steve@iflyflat.com.au
Office: +61 2 9258 1115

📸 Follow us on Instagram: @iflyflat

Steve Hui

Jumping into 2026 like... 

Happy New Year from 62°57′ S, 60°38′ W. 

Aka. Deception Island, South Shetland Islands, Antarctica.

- Polar plunge. ✅
- Kayaking.✅
- Submersible.✅

There’s a clear global shift underway: people are prioritising experiences over possessions, memories over stuff. 

Is the polar plunge on your bucket list? 


#iFLYflat #TheFlightsClub

Australia’s #1 Points Travel Experts | The iFLYflat Flights Club | The Points Whisperer ®️

After landing home from amazing Antarctica. 

Last night I had the pleasure of attending a special members event hosted by ALL Accor+ Explorer for Platinum and long-tenure members. 

I met one member who has been with the AccorPlus program for over 20 years. That alone says a lot.

An intimate fireside chat with Tennis superstar 🎾 Alex de Minaur – Australia’s #1 and the world’s #6 men’s tennis player.

Alex shared that he’s on the road roughly 44 weeks a year. Despite that, he doesn’t live out of a suitcase. He unpacks. Every time. Creating a sense of normality, even when life is anything but normal, is part of how he stays grounded.

He also spoke about routines under pressure. 

If he wins on day one of a tournament, whatever he ate for breakfast that morning becomes the breakfast for the rest of the week. 

No experimenting. 
No decision fatigue. 
Just repeat what works.

And perhaps the most telling shift - earlier in his career, he chased ranking numbers.

Now, he focuses purely on winning the next match, trusting that rankings take care of themselves as a by-product of doing the right things consistently.

That mindset strongly aligns with how we think about earning and using points. 

Earn points consistently through everyday business spend. Use proven pathways that work again and again.

The parallels to business were obvious. Reduce noise. 
Eliminate decision fatigue. 
Build systems that support performance over time.

A fun night, thoughtful insights, and a reminder that the best memberships aren’t about perks alone, but about access to people and perspectives. 

Photo with my Flights Club CoFounder Steve Pirie-Nally.

Icebergs.

We all know the phrase “the tip of the iceberg”.

10% visible. 90% unseen.

But seeing them with my own eyes for the first time was something else entirely.

Towering. 
Silent. 
Immense. 

Standing there, two things clicked for me. 

Success
What we admire on the surface is built on a vast foundation no one sees. The hard decisions made quietly, the long repeated hours solving problems, the hope that things work out. 

Kindness
People are no different. What we see or hear is only a fraction of what someone is navigating. Everyone is carrying far more beneath the surface as they work it out. 


2026 feels like a year to respect what’s unseen, in ourselves and in others, and to move forward with more perspective, patience, and generosity.

How remarkable is modern travel.

This week:
Antarctica one day.
A submersible in Antarctica the next.

We live in an era where the edges of the world are reachable.

The only real constraint is whether you choose to go, and how you choose to get there.

taplio

The Battle

Arlen Ritchie

Steve Hui

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The Battle

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