From the point of view of someone to whom credit cards (and their churning) is zero option, the most relevant question for me is what would be his travelling patterns, what will drive them, who will pay for them ... once you establish this, it will be relatively easy to build upon it. My suggestion would be to initially focus on one airline alliance and on one hotel alliance. With a high enough status achieved in either of these, he would be able to avail of possible status matches / challenges that come along.