Points and miles collection in Japan for the non-Japanese.
Rakuten’s Hotel Points Puzzle: Why the One-Way Street Still Feels Half-Built
Rakuten Japan has expanded partnerships with Marriott, Accor, and IHG—but the points exchange still feels limited. Rakuten points can be converted into Marriott and Accor points at a 3:1 rate, while IHG points only flow into Rakuten. With ANA and JAL already offering true two-way exchanges, hotels could be next. In this article, we explore the current setup, its limitations, and unveil a visual concept showing how Rakuten points could evolve into Japan’s ultimate travel currency.
Rakuten Japan has been busy expanding its partnerships with international hotel chains. Marriott Bonvoy and Accor Live Limitless both launched points exchange programs with Rakuten, and at first glance, this looks like a huge win for travelers. Unlike what many assumed, the exchange isn’t entirely one-way—Rakuten points can be converted into Marriott and Accor points. The catch? The rate is roughly 3 Rakuten points for 1 hotel point.
As a points-for-travel enthusiast, I was excited to see this option. But the steep conversion rate makes it hard to justify. For someone chasing elite status and aspirational stays, the dream is to funnel everyday Rakuten earnings—shopping, utilities, groceries—directly into hotel programs at a fair value. At 3:1, that dream feels more like a compromise.
Meanwhile, IHG One Rewards has also joined the Rakuten ecosystem, but only in one direction: you can move IHG points into Rakuten, but not the other way around. That means Rakuten points still can’t be used to book IHG stays, leaving travelers with limited flexibility.
What puzzles me is that Rakuten already has two-way exchange systems with ANA and JAL. You can move Rakuten points into airline miles and back again. The infrastructure and precedent for mutual exchange clearly exist. If it works for flights, why not hotels?
Rakuten points are everywhere in Japan—from online shopping to mobile payments to utility bills. With that kind of reach, they could easily become Japan’s answer to American Express (AmEx) Membership Rewards: a versatile currency that fuels travel dreams. But the current hotel setup feels more like a half-built bridge than a highway.
So what would a better system look like? Our visual concept (above) imagines an expanded future where Rakuten points can be exchanged not just with Marriott and Accor, but also with IHG, Best Western, Hilton, APA Hotels, Hoshino Resorts, and Hoshino Hotels. Imagine earning Rakuten points from daily life and using them to stay anywhere—from luxury resorts to business hotels to boutique ryokans.
This expanded vision isn’t just about convenience—it’s about unlocking travel value for everyone. Whether you’re a seasoned status chaser or a casual traveler looking to stretch your budget, Rakuten points could become the ultimate travel tool.
Of course, there are business considerations. Rakuten may be protecting its ecosystem or negotiating deeper partnerships. But with its popularity, infrastructure, and proven two-way exchanges with ANA and JAL, a similar setup with hotels isn’t far-fetched. Rakuten is uniquely positioned to lead Japan’s loyalty evolution. The question is: will they take the leap?
For now, we have a partial solution: Rakuten points can flow into Marriott and Accor, but at a steep rate, and IHG only flows one way. The dream of a fair, flexible two-way highway—connecting everyday life to extraordinary travel—is still waiting to be built.