Launch of The Away&Co KEY
On June 24, 2026, Away&Co, the luxury outbound brand of the Creative Travel Family of Brands, issued a press release announcing the launch of The Away&Co KEY, described as India’s first “by appointment” only luxury hotel access programme. The initiative is positioned as a response to evolving guest expectations for stand‑alone elevated hospitality experiences and seamless global access.
Programme Scope and Benefits
The Away&Co KEY provides members with privileged access to more than 5,000 carefully curated luxury hotels and resorts worldwide. Benefits include guaranteed upgrades at select properties, preferential rates, hotel credits, complimentary breakfasts, flexible check‑in and check‑out, personalized welcome amenities, and VIP recognition. The programme delivers these advantages without requiring points accumulation or loyalty‑status thresholds, mirroring features of leading hotel loyalty programmes.
Membership Model
Access to The Away&Co KEY is available exclusively by appointment. Prospective members must engage in a direct consultation with Away&Co’s experience designers, ensuring that each recommendation, stay, and privilege is matched to the individual’s travel style, preferences, and aspirations. The programme is not openly accessible online, reinforcing its highly personalized nature.
Strategic Positioning
Ruchi Kohli, Chief of the Experience of Away&Co, stated that the launch stems directly from guest demand and extends the brand’s global relationships to unlock elevated privileges for discerning travellers. The announcement underscores Away&Co’s commitment to authentic, meaningful journeys that combine cultural immersion with tailored luxury.
About Away&Co
Away&Co operates under the Creative Travel Family of Brands, recognised as India’s largest and oldest family‑owned luxury travel business, founded in 1977. The brand serves high‑net‑worth individuals, couples, families, and private groups seeking exclusivity, personalization, and experiences beyond conventional luxury travel.
For further information, the programme details are available at https://www.awayandco.com/the-awayandco-key/.