Serena Hotels has operated a respected loyalty program, the Prestige Club, for many years. As the portfolio grew and guest expectations evolved, 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 within the dailypoint™ Customer Data Platform (CDP).

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

Top 3 Core Objectives

Establish a transparent loyalty framework

• Introduce a clear tier structure with defined upgrade, downgrade, and extension rules.
• Centralize loyalty and guest data to ensure consistent recognition across all properties.

Simplify loyalty operations

• Automate points handling, tier management, and member communications.
• Deliver a modern digital loyalty experience through a Member Portal and Member App.

Drive engagement through data and integrations

• Incorporate F&B, spa, and ancillary revenue into loyalty point calculations.
• Enable targeted, data-driven marketing campaigns that improve segmentation, engagement, and ROI.

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

Hina Nazir
Marketing

The Selection Process

During the evaluation process, Hina Nazir assessed dailypoint™'s product capabilities, customer support, and overall value as a strategic partner. The team ultimately selected dailypoint™ to support the long-term evolution of the Prestige Club.

"The goal was clear: create a modern, scalable loyalty program connected to a single source of truth while delivering a consistent guest experience across all Serena Hotels."

The Results

Serena Hotels now operates a centralized loyalty program that connects properties, channels, and guest touchpoints through the dailypoint™ CDP.

• Unified loyalty management across the entire Serena portfolio.
• Automated points and tier management based on predefined rules.
• Consistent and transparent member experiences through the portal and mobile app.
• Simplified staff workflows and access to real-time guest insights.
• Stronger guest recognition across both on-property and digital channels.
• Improved marketing performance through deeper guest insights and more targeted loyalty campaigns.

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