Serena Hotels partners with dailypoint to reinvent its Prestige Club loyalty program

Serena Hotels has partnered with dailypoint to reinvent Prestige Club, the hospitality group’s loyalty program. With more than 30 properties across eight countries in Africa and Asia, including Kenya, Tanzania, Rwanda, and Pakistan, Serena Hotels has implemented dailypoint’s Customer Data Platform (CDP) to consolidate Prestige Club data in one place, create a modern loyalty scheme, boost efficiency, and improve the service offered to its members.

Through this implementation, Prestige Club has improved member recognition across all Serena Hotels properties. Members can now earn and redeem points not only on stays, but also on food and beverage services, spa treatments, and laundry services. Through the Prestige Club portal and app, guests have full access to their profile information, can check their points balance, and request redemptions. Members also benefit from more tailored services and personalized experiences designed to match their preferences.

The integration of dailypoint’s solution is also having a positive impact on Serena Hotels’ operational efficiency and Return on Investment (ROI). It provides employees with a clear structure and transparent rules for upgrades, downgrades, and membership-level extensions, while simplifying operations through automated points and tier management. In addition, dailypoint’s CDP enables Serena Hotels to improve the personalization and effectiveness of communications and marketing campaigns for its most loyal customers.

“Through the integration of our Prestige Club into dailypoint’s Customer Data Platform, our guests benefit from consistent recognition, clear loyalty benefits, and personalized communication across all Serena Hotels properties,” explains Hina Nazir, Marketing and Communications Manager at Serena Hotels. “Our goal is clear: to create a modern, scalable loyalty program connected to a single source of information.”

“We have developed our software solutions to encompass a wide range of features, including customer retention, guest feedback management, operational support, communications, and in-depth analytics to support strategic decision-making in the hospitality sector,” says Maarten Edelman, Vice President Business Development at dailypoint, which has offices in Germany, the United States, and Dubai. “As the implementation of our CDP at Serena Hotels shows, we place our customers at the heart of what we do. Flexibility and the determination to adapt our services to their needs are key parts of the process.”

Among the latest partners to join dailypoint’s platform is Mirror Lake Inn Resort & Spa, a four-star property with 131 rooms located in Lake Placid, New York, United States. The hotel has implemented dailypoint’s solutions to automate manual guest feedback and data processes. As a result, Mirror Lake Inn has improved operational efficiency, data quality, and marketing performance, generating more than USD 200,000 in additional revenue.

About dailypoint™ – The Guest Data Platform for Hotels

dailypoint is the Customer Data Platform built for CRM and loyalty in hospitality. It helps hotels collect, merge, and use guest data from 200+ systems, including PMS, POS, booking engines, Wi-Fi, CRM tools, and marketing platforms.

At its core is the Central Profile: a smart, always-updated guest profile that brings together bookings, behavior, and preferences into one clean, GDPR/CCPA-compliant view. Hotels use this to power personalized marketing, loyalty programs, guest communication, and operations.

With over 1,500 hotel clients worldwide, dailypoint™ is trusted by leading hotel brands and independent hotels alike. It is the preferred CRM partner of The Leading Hotels of the World and a multi-award winner.