SKYLARK launches private luxury hotel membership Friends With Amenities

SKYLARK has unveiled Friends With Amenities, a private membership tied to a rebuilt luxury hotel booking platform with access to more than 4,000 hotels worldwide. The launch aims to blend high-end rates, advisor support and loyalty-point earning for travelers who want both technology and human service. Why it matters: - Luxury hotel booking is crowded, but SKYLARK is betting travelers want a single platform that combines exclusive rates, human advisors and loyalty benefits. - The launch is meant to position SKYLARK as a category-defining brand in luxury travel, where the company sees a gap between booking engines and traditional agencies. What happened: - SKYLARK launched Friends With Amenities, a private membership for luxury travelers. - The launch is the public debut of a rebuilt SKYLARK platform. - The company says the marketplace now includes more than 4,000 of the world’s finest hotels. - The announcement was made June 16, 2026, in Chicago. - Learn more at the company’s announcement . The details: - Membership includes exclusive rates and amenities at hundreds of ultra-luxury properties worldwide. - Members get access to SKYLARK advisors for help with hotel selection, trip disruptions and hard-to-get reservations. - The Best Friend loyalty program offers 10% back on hotel spend as flexible resort credits for dining, spa treatments and on-property experiences. - Members keep earning hotel loyalty points. - Members also get early access to SKYLARK’s reimagined site experience and AI-powered functionality. - SKYLARK says the company has rebuilt its technology stack from the ground up over the past two years. - The company also deepened direct partnerships with Rosewood, Belmond, Four Seasons, Aman, Zannier and others. - SKYLARK says its advisors have personally visited the properties they recommend. - The company cites 12 years of curated luxury-booking data as part of its edge. Between the lines: - SKYLARK is pitching a luxury travel model that values supplier relationships and service quality over high-volume search and booking. - CEO Michael Greene said modern luxury travelers want better technology, real human support and the best possible value without losing loyalty points. - The company is also leaning on outside credibility, with backing from Press On Ventures and travel and consumer-tech veterans including Paul Metselaar, Rachel Jacobson, Kenneth Blatt, Gilad Berenstein and Kathleen Hollis. - SKYLARK says Jared Morgenstern, one of Facebook’s first designers and creator of the Like button, helped reimagine the digital booking experience. - A member story cited by SKYLARK shows the company trying to prove it can solve travel disruptions quickly, not just book hotels. What’s next: - SKYLARK plans to expand use of its new site experience and AI-powered booking tools. - The company will continue leaning on its advisor team and hotel partnerships to grow the membership. - The broader test is whether luxury travelers will pay for a service that promises both exclusivity and practical help when trips go wrong. The bottom line: - SKYLARK is trying to turn luxury hotel booking into a membership product built around service, perks and loyalty-friendly value.