Enhancing Loyalty & CRM at Serena Hotels with the dailypoint™ CDP

MARKETING

Serena Hotels has operated a respected loyalty program, the Prestige Club, for many years. As the portfolio grew and guest expectations shifted, Serena Hotels set out to modernize and expand the program while building a stronger data foundation for the future.

Why it matters: Partnering with dailypoint™, Serena Hotels transformed the Prestige Club into a centralized, tier-based loyalty ecosystem fully embedded in the dailypoint™ Customer Data Platform (CDP).

The result: one platform, one consolidated data foundation, and a seamless loyalty experience across the entire Serena Hotels Chain.

Top 3 Core Objectives: Before the project, the Prestige Club already had significant traction. However, Serena Hotels wanted to:

A clear tier structure: Provide a clear tier structure with transparent upgrade, downgrade, and extension rules. Centralize loyalty and guest data to ensure consistent recognition across all properties.
Simplify operations: Simplify operations through automated points handling, level management, and communication flows. Offer guests a modern, digital loyalty experience via a Member Portal and Member App.
Various Integrations: Integrate F&B, spa, and ancillary revenue into the points calculation. Enable the marketing team to run targeted, data-driven campaigns that drive higher engagement, improved segmentation, and measurable ROI.

Innovators Mentioned

Serena Hotels

dailypoint™

Hina Nazir

Marketing

Serena Hotels

"Guests benefit from consistent recognition, clear loyalty benefits, and personalized communication across the entire Serena Hotels collection."

Hina Nazir

Marketing

👍 Marketing Hina Nazir said that A unified platform for all needs!:

"Guests benefit from consistent recognition, clear loyalty benefits, and personalized communication across the entire Serena Hotels collection."

⚖️ The selection process: During their research process, Hina Nazir evaluated dailypoint™'s product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that dailypoint™ was the best fit solution:

Marketing Hina Nazir said, about their decision: "The goal was clear: Create a modern, scalable loyalty program connected to a single source of truth and deliver consistent Guest Experience across all Serena Hotels."

📈 The results: Serena Hotels now operates a centralized, modern loyalty program that connects every property, channel, and touchpoint through the dailypoint™ CDP.

A unified loyalty system covering the entire Serena portfolio & automated level and points management based on defined rules.
A consistent and transparent digital experience via portal and app & simplified staff workflows and real-time guest insights
Stronger guest recognition across on-property and digital channels & improved marketing performance through deeper insights, more effective campaigns, and precisely targeted loyalty-driven promotions.

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