Data to define a travel rewards promotion is received over a network. The travel rewards promotion comprises traveler eligibility criteria and travel rewards criteria. At least one traveler is selected where the travel itinerary of the respective traveler matches traveler eligibility criteria for the promotion. The traveler is notified that he or she is eligible for the travel rewards promotion, the notification comprising a representation of the travel rewards criteria. A travel rewards promotion total is then compiled for the traveler and the traveler is notified of his or her respective promotion rewards total. In one embodiment, the traveler's current context is determined and matched to promotion alert criteria. The traveler is then alerted, over the network, that a travel rewards promotion is available to the respective traveler in the respective traveler's current context, the alert comprising a representation of the travel rewards criteria.