Group loyalty
One programme. Every property in the group.
A guest who earns at your city hotel should be recognised the moment they arrive at your resort. One identity, one balance, one programme, across every property you operate.
The problem
A loyal guest at one hotel is a stranger at the next
Most groups grew property by property, and the guest data grew the same way. The result is a portfolio of programmes rather than a programme, and a member whose standing stops at the door of the hotel that issued it.
Cross-property earn and redeem
Earn at one property, spend at the next
One member, one balance, wherever they stay with you. The property that earns it and the property that honours it both see the same record.
Property one
Three nights, city hotel
+1,200 points
Earned on a direct booking
One group wallet
Same member, same balance
3,850 points
Available at every property in the group
Property two
Two nights, resort
−2,000 points
Redeemed against the booking
Or run it the other way: no wallet at all, and tier-based member rates recognised across every property instead. Groups choose one shape and we configure it.
Group and property
Central where it has to be, local where it should be
The question every group asks second, once the wallet makes sense. A programme that takes everything away from the property does not get used by the property.
| Decision | Head office | The property |
|---|---|---|
| Member identity and balance | Group | Reads it |
| Tier thresholds and names | Group | Reads it |
| Earn rate | Sets the default | Can vary its own |
| Redemption value | Sets the default | Can vary its own |
| Member perks at the property | Sets a floor | Adds its own |
| Campaigns to members | Group-wide | Its own guests |
| Reporting | Every property | Its own |
Rollout
Designed once, inherited by every property
The programme is agreed at group level and each property inherits it. Sequencing is yours to decide.
One
Design the programme
Tiers, earn, redemption and perks, agreed once at group level.
Two
Launch the first properties
Live within 48 hours of the design being agreed. Existing member data comes with you.
Three
Add the rest
Each property inherits the programme. Balances earned earlier are honoured the day it joins.
Groups we run this for
Multi-property, in production
Works with your existing hotel technology
Works with every major PMS, Channel Manager, OTA, and Payment Provider
What groups ask us first
- Does it connect to the PMS we already run?
- Tell us which PMS each property runs and we will confirm the connection on the call. We connect to the major platforms and add new ones, and a group rarely runs the same PMS everywhere, so we treat it property by property rather than as one switch.
- How does it work with the CRM?
- Loyalty and CRM are one motion, not two products. Loyalty creates the known guest, the CRM turns that into the next stay. Membership, tier and balance sit on the same guest record the campaigns are sent from.
- What happens to the guest data we already hold?
- It comes in with you. Existing members, balances and tier positions are imported rather than reset, and duplicate records for the same guest across properties are merged into one.
- Who owns the guest, the group or the property?
- The group owns the member record and the balance. The property sees its own guests, runs its own campaigns and adds its own perks on top of the group floor.
- How do we know it is producing repeat bookings?
- Repeat stays are attributed at group and property level, so you can see what a member is worth against a non-member, and which property earned the stay against which one honoured it.
Show us your properties, we will show you the programme
Bring your portfolio and the programme you run today. We will walk you through what one programme across all of it would look like.