A Conversation with Steve Hui from iFLYflat
By Darcy Allen /Melbourne Venue Expert
Sat 26th Jul 2025
For many business owners, travel is a necessary part of growth, but flying flat in Business Class can feel out of reach. That’s where iFLYflat steps in. Known as ‘The Points Whisperer,’ founder Steve Hui has turned a personal passion for points optimisation into a full-time mission: helping business owners transform everyday expenses into smarter, more valuable travel experiences.
We sat down with Steve to talk about how a single Business Class flight sparked a whole new career, why he believes points should be treated like an investment, and how iFLYflat is helping business owners turn everyday spending into unforgettable travel experiences.
1. For those who aren’t familiar with iFLYflat, how would you describe the business in a sentence or two
We help business owners turn everyday business expenses into Business Class flights – for a quarter to half the regular price. Our service unlocks the hidden value in credit card and frequent flyer points by showing clients how to earn points properly and redeem them to fly flat, smarter.
It’s for business owners who know they’re spending money anyway – and want to turn that spend into a smarter lifestyle advantage.2. You’ve been called ‘The Points Whisperer’. What first drew you into the world of points optimisation, and when did you realise this could become a full-time business?
When I was at Macquarie Bank, they had me flying to India to help grow an offshore accounting team. That first Business Class flight – on the upper deck of a Singapore Airlines A380 – was a game-changer.
Soon after, I had collected enough points to book my own (self-funded) Business Class seat using points and realised I’d unlocked a $4,000 experience for next to nothing. As a numbers guy, I quickly saw how powerful and valuable points could be, and how few people really knew how to use them. What started as a personal hobby turned into a mission – and eventually, a full-time business.
3. Coming from a finance background, how has that shaped the way you approach travel planning and rewards strategy?
I treat points like an investment. It’s about ROI – how to turn $1 of spend into $2 or more of flight value. My finance mindset means I don’t get distracted by shiny perks. I focus on results, backed by data. I built our strategy on spreadsheets – tracking how many points are needed to fly from A to B on different airlines, what it costs to earn those points, and how many Business Class flights you can unlock in return. It’s practical, repeatable, and scalable.4. What’s something most people misunderstand about Business Class flights and points?
People think Business Class is only for the wealthy, for big companies, or that points are just for upgrades. Both are outdated ideas. Upgrades today are like a lottery – unreliable and not the best use of points. Business owners especially are sitting on a goldmine of points they’re earning anyway, but without a plan, they waste them. The biggest misunderstanding? People don’t treat points like money – so they use them randomly, not strategically.
5. What types of events are you planning for iFLYflat members over the next 12 months? Any exciting destinations or themes you can share?
As part of The Flights Club, we’re rolling out a series of luxury travel-themed events in Sydney, Melbourne, and Brisbane – exclusive to members who want more than just points advice – they want to connect, learn, and live better through smarter travel. Think “Points & Perks” evenings: strategy sessions over cocktails. We’re also showcasing dream destinations that are easy to book with points – including how to fly in the pointy-end, feel what it’s like to fly the best way in the air. And make it your regular without paying full prices again.6. What kind of venues or experiences do you typically look for when designing these events?
We look for venues that reflect the experience of flying Business Class – elevated, inspiring, and intimate. They need to feel exclusive but not intimidating. We want guests to feel like the world is at their feet – in control, elevated, and thinking bigger and explore the gold they already have within their businesses.7. How has working with Venue Crew helped with your event planning?
Venue Crew has been a lifesaver. They narrow the options fast, only showing venues that fit our brand and standards. Their process is structured and efficient, so I’m not overwhelmed by endless choices. I get high-quality options quickly, and that saves time and energy to lock things into place. Finding venues is a moving puzzle that is help solved by working with the Venue Crew crew.
