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Jordan Hollander
CEO @ Hotel Tech Report
Jordan is the co-founder of Hotel Tech Report, the hotel industry's app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.
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Struggling to turn one-time guests into repeat customers? Many hotels miss out on long-term revenue because they lack the tools to build meaningful guest relationships and reward loyalty. Managing a loyalty program manually—or trying to compete with big-brand reward systems—can be overwhelming, time-consuming, and expensive. Hotel loyalty program software simplifies this by giving properties the ability to launch personalized, automated, and trackable rewards programs that drive guest retention. In this guide, you’ll discover the top-rated platforms, key features to look for, pricing insights, and expert tips to help you choose the right loyalty solution for your property.
We’ve surveyed 315 hoteliers across more than 36 countries to understand which are the best Loyalty Programs for Independents vendors, along with everything you need to know in order to choose the right provider for your hotel (including our 2025 Loyalty Programs for Independents Guide).
Hotel loyalty program software helps hotels drive repeat bookings and increase guest retention by offering rewards, incentives, and personalized perks to loyal guests. These platforms enable properties to create, manage, and promote loyalty programs that track guest behavior, issue points or cashback, and deliver targeted offers—without the complexity of building a program from scratch.
Its important to note that there are different types of loyalty software solutions for hotels which include:
1. Cashback & Instant Rewards Platforms. These platforms offer guests immediate value in the form of cashback, gift cards, or perks at the time of booking or after their stay—no need to accumulate points over time. They appeal to travelers looking for instant gratification and flexibility
👉 Examples: The Guestbook – Offers guests up to 15% cashback or donation to a charity of their choice, Laasie.ai – Uses AI to power instant rewards like gift cards, upgrades, or experiences for direct bookings
2. Coalition or Network-Based Programs. These solutions allow independent hotels to band together in a shared rewards ecosystem, giving guests the ability to earn and redeem points across a wide network of partner properties
👉 Examples: Stash Rewards, Guestbook– Enables boutique and independent hotels to offer loyalty points redeemable at over 150+ participating properties
3. Points-Based Loyalty Management. Traditional systems that allow hotels to issue and manage points that guests accumulate over time. These systems often include customizable rules for earning, redeeming, and tiering
👉 Examples: Points.com – Helps hotels and travel brands power points-based programs, currency exchanges, and loyalty integrations. dailypoint – Offers points-based program management along with robust CRM and guest data capabilities.
4. White-Label Custom Loyalty Solutions. These platforms give hotel brands the tools to design a fully branded, custom loyalty program tailored to their audience—ideal for chains or hotels with specific program goals
👉 Examples: Points.com – Offers customizable loyalty infrastructure that integrates with existing hotel systems. dailypoint – Allows hotel brands to build out personalized loyalty logic layered on top of rich guest profiles
5. AI-Powered Loyalty & Personalization Tools. These platforms focus less on traditional loyalty and more on using guest data to drive personalized offers and engagement. They may still offer rewards but are often used as conversion and retention tools through smart automation
👉 Examples: Laasie.ai – Uses AI to match guests with the most compelling rewards based on behavioral data. dailypoint – Leverages AI to generate dynamic loyalty touchpoints and optimize campaign effectiveness.
Some solutions, like The Guestbook or Points.com, focus on cashback or flexible currency-based rewards, allowing hotels to offer guests more choice and value. Others, like Stash Rewards, enable smaller independent hotels to compete with big brand programs by connecting to a shared rewards ecosystem. Platforms like dailypoint and Laasie.ai go a step further, using guest data and AI to deliver hyper-personalized loyalty incentives and automated engagement strategies.
Whether your hotel (or portfolio) is looking to offer traditional points-based rewards, cashback, or instant gratification perks, loyalty software platforms make it easy to drive engagement and turn one-time guests into lifelong customers.
Choosing the right Loyalty Programs for Independents for your hotel depends on several variables some of which come down to personal preference but most of which come down to the characteristics of your property. Is your hotel a small property with limited budget? Or is your property a luxury resort with lots of outlets and high ADR? Below are HTR’s defined key personas based on common property characteristics that typically indicate similar product choices.
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Hotel loyalty software helps hotels retain guests, boost revenue, and compete with larger brands—without building a program from scratch.
Increase repeat bookings with rewards that incentivize guests to return instead of booking through OTAs
Build brand affinity by offering personalized perks and recognition that make guests feel valued
Compete with major chains using shared networks or flexible reward currencies designed for independents
Automate program management so you can track points, issue rewards, and send offers without manual work
Leverage guest data to send relevant, personalized offers based on behavior and preferences
Improve direct bookings by tying loyalty perks to bookings made through your hotel website
Track ROI with real-time analytics and reporting on program performance and guest engagement
Enhance upselling through targeted offers tied to guest history or tier status
Loyalty platforms offer a mix of guest-facing and backend tools to manage rewards, personalize engagement, and drive retention.
Points & Reward Management. Track guest activity and automatically issue points, cashback, or tier-based rewards.
Customizable Loyalty Rules. Set earning and redemption rules, expiration policies, and tier structures to match your brand strategy.
Guest Profile Enrichment. Collect and centralize guest preferences, behaviors, and stay history to personalize rewards and communication.
Omnichannel Communication. Send personalized offers and updates via email, SMS, or mobile apps based on guest activity.
Loyalty Network Integration. Access shared rewards ecosystems (e.g. Stash Rewards) to give guests more ways to earn and redeem points.
Flexible Reward Types. Offer cashback, instant perks, or experiential rewards depending on your target audience and brand.
AI-Powered Personalization. Use machine learning to deliver dynamic offers based on guest behavior and predicted preferences.
Booking Engine & PMS Integrations. Seamlessly connect loyalty programs with your direct booking engine, PMS, and CRM to automate data flow.
Dashboard & Analytics. Monitor guest engagement, redemption rates, and program ROI in real time.
Referral & Review Incentives. Encourage guests to refer friends or leave reviews in exchange for loyalty perks.
Hotel loyalty software pricing varies depending on your hotel size, program complexity, and the type of rewards offered.
Common pricing models:
Flat monthly subscription
Per-property or per-room pricing
Usage-based (based on redemptions, guest volume, or email sends)
Commission-based (for cashback-based platforms)
Typical pricing ranges:
Small hotels: $100–$300/month
Mid-sized properties or groups: $400–$800/month
Enterprise/multi-property: $1,000+/month, often with custom plans
Potential add-on fees:
One-time setup or onboarding ($500–$2,000+)
Custom branding or integrations
Additional features like AI personalization or SMS credits
Loyalty network access or commission fees for cashback programs
Launching your first loyalty program with software is straightforward—most platforms are built to make setup fast and scalable.
Choose Your Program Type. Decide whether you’ll offer points, cashback, instant perks, or join a shared rewards network.
Configure Program Rules. Set up your earning structure, redemption options, tiers, and brand guidelines with help from your provider.
Connect to Your Tech Stack. Integrate the loyalty system with your PMS, booking engine, and email platform to automate data syncing.
Launch & Promote. Add the program to your website, send launch campaigns to past guests, and train your front desk to enroll guests at check-in.
Track & Optimize. Monitor performance through analytics dashboards and fine-tune your offers based on guest engagement and booking behavior.
Grow & Scale. Add new reward types, build guest tiers, or connect to broader loyalty ecosystems to evolve your program over time.
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