HotelTime PMS Loyalty module: Loyalty made simple

A loyal guest should never feel like a new guest. Yet information about previous visits, spending or membership level is often scattered across spreadsheets, notes and external systems. As a result, the front desk may not realise that one of the hotel's most loyal guests is about to arrive, and an opportunity to provide the right level of care can easily be missed in the day-to-day operation.

The new Loyalty module in HotelTime PMS helps hotels create and manage a loyalty programme directly in the system their team already uses every day. Points and membership levels are updated automatically, and important information appears exactly where employees need it, in the guest profile, reservation, room details and operational reports.

This gives the hotel a clear overview of its loyal guests without external spreadsheets, manual calculations or unnecessary searching. More importantly, the information can be used to provide better, more personal care.

A loyalty programme tailored to your hotel

Every hotel has a different guest profile and different commercial goals. One may want to increase repeat stays, while another needs to encourage direct bookings, increase guest spend or provide better care for its most valuable clients. These goals should shape the entire loyalty programme. From the way points are earned to membership levels and related benefits.

• Repeat stays
• Direct bookings
• Higher guest spend
• Greater use of hotel services

HotelTime offers several ways to evaluate loyalty. A programme can be based on the number of nights, providing a simple model that is easy for guests to understand. It works particularly well for hotels that want to reward longer stays or welcome guests who regularly return for several nights.

The second option is evaluation based on the number of stays. In this case, the focus is not primarily on the length of each stay, but on how frequently the guest returns. This model is suitable for hotels with a higher proportion of shorter, regularly repeated visits.

The third option is a programme based on guest spend. This provides a better reflection of the guest's overall economic value and is suitable for hotels with different room rates, packages and a broad range of additional services. The hotel can decide exactly what qualifies. For example, accommodation only, or also F&B, spa and other services.

If the hotel already uses an external loyalty system connected to HotelTime PMS, the system can also work with membership levels transferred from the external solution.

The Loyalty module can be used for individual guests and corporate clients. It is also suitable for hotel groups and chains. Guests can collect points across participating properties, while the operator decides which hotels are included. The programme can therefore build loyalty not only to one property but to the entire hotel group.

A successful programme starts with clear rules

A loyalty programme does not have to be complicated. In fact, the simpler it is for guests and the hotel team, the easier it is to use. Guests should always understand which level they belong to, what they need to do to progress and which benefits their membership provides.

There is no need to create a large number of categories simply to make the programme appear sophisticated. However, each membership level should have a clear purpose and offer genuine additional value. When defining thresholds, it is worth using actual guest behaviour, ideally based on historical data from the previous 12 to 24 months. This will show how many guests would realistically reach each level.

The first higher level should be achievable for regular guests and motivate them to return. The highest level, on the other hand, should remain sufficiently exclusive. If almost no one reaches it, the thresholds may be too high. If most guests qualify, the level loses its exclusivity.

Choosing the right benefits is equally important. More accessible levels can offer simpler rewards, while more valuable services and personal touches can be reserved for the most loyal guests. Benefits should become more attractive as the membership level increases, while still reflecting their cost and whether they can be combined with other discounts or promotions.

• A welcome drink or small discount
• Complimentary breakfast or discounted parking
• Late check-out or a room upgrade
• An F&B, spa or personalised benefit

Before launch, the hotel should also define which stays, rates, reservations and services qualify. It should be clear how OTA bookings, promotional rates, cancellations and refunds will be handled. Clear rules make the programme easier to communicate to guests and reduce questions for the front desk later.

It is not just about collecting points. It is about giving the hotel team the right information at the right moment.

From reservation to a personal welcome

Once the programme is launched, HotelTime PMS tracks loyalty automatically according to the selected rules. It updates points and membership levels and makes the information available to the hotel team during everyday operations.

The front desk can recognise a loyal guest before arrival, filter arrivals by membership level or check the guest's current points, status and loyalty number directly in their profile. The data can also be adjusted manually if the hotel wants to award an extra bonus, provide compensation or assign a different membership level.

Automatic pop-up notes can play an important role. When the team works with a reservation, the system can highlight benefits associated with the guest's membership level, such as a welcome drink, room upgrade or late check-out. Employees do not have to search for the information, and the guest receives the right care at the right moment.

If the hotel uses HotelTime Online Check-in, guests can consent to joining the loyalty programme while entering their personal details online. The option can also be added to the hotel's registration card. For existing guests and companies, consent to membership is recorded directly in their profile.

It is not simply about knowing how many times a guest has stayed or how much they have spent. It is about using that information to create a better guest experience and a stronger long-term relationship.

How to activate and launch the Loyalty module
The Loyalty module is available to HotelTime PMS clients at no additional cost. To activate it, the hotel simply contacts our support team. Hotel groups and chains can also choose which properties should have access to the module.

Once the module is available, the hotel configures its loyalty programme according to its own needs – including the guest evaluation method, qualifying point sources, membership levels and the benefits associated with them. This gives the hotel full control over how the programme works and which stays, spend or services count towards it.

When everything is ready, our support team launches the programme from the hotel’s chosen date. HotelTime then automatically calculates points and membership levels using the relevant historical data, going back as far as the hotel’s first day of using HotelTime PMS.

No additional cost. Based on your hotel’s rules. With automatic points calculation.

A programme that can evolve

A loyalty programme should be monitored and reviewed after launch. We recommend carrying out the first comprehensive evaluation after approximately six to twelve months. The hotel can then see how many guests belong to each membership level, whether they are progressing, what the benefits actually cost and whether the programme is encouraging the behaviour it was designed to support.

If the results do not meet expectations, the hotel can adjust the membership thresholds, programme rules or benefits offered.

Start rewarding loyalty

A well-designed loyalty programme helps a hotel recognise its most loyal guests and gives employees the information they need to provide the right level of care. Without external spreadsheets, manual calculations or unnecessary administration.

Would you like to start using the Loyalty module in your hotel? Contact the HotelTime Customer Support team and we will take care of the activation.

Loyalty module brochure:

Loyalty modul in HotelTime: https://podpora.hoteltime.cz/cs/support/solutions/articles/9000276485-loyalty-modul-v-hoteltime  

Tips for setting up the loyalty programme: https://podpora.hoteltime.cz/cs/support/solutions/articles/9000278311-tipy-na-p%C5%99%C3%ADpravu-loyalty-programu