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Enhancing Loyalty & CRM at Serena Hotels

Serena Hotels has operated a respected loyalty program, the Prestige Club, for many years. As the portfolio expanded and guest expectations evolved, Serena Hotels set out to modernize and scale the program while building a future-proof data foundation.

  • 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 collection.

About Serena Hotels

Serena Hotels is a renowned hospitality group, known for delivering authentic experiences and high service standards across its diverse portfolio of properties. With a strong focus on guest relationships and long-term loyalty, the group continuously invests in innovation to meet rising guest expectations.

The Challenge

Before the project, the Prestige Club already showed strong adoption and engagement. However, Serena Hotels identified several strategic challenges:

  • A growing portfolio required consistent guest recognition across all properties.
  • Loyalty rules and processes needed to be clearer, more transparent, and easier to manage.
  • Marketing teams required deeper insights and better segmentation to drive targeted, measurable campaigns.
  • Guests increasingly expected a digital-first loyalty experience.

Top 3 Core Objectives

Establish transparent tier levels with clearly defined upgrade, downgrade, and extension rules.

Centralize loyalty and guest data to ensure consistent recognition across the entire Serena Hotels chain.

The Solution: dailypoint™ CDP for CRM & Loyalty

Serena Hotels selected dailypoint as the central platform to manage CRM, loyalty, and guest data. The dailypoint CDP acts as a single source of truth, connecting all properties, systems, and touchpoints in one unified ecosystem.

Key solution elements included:

  • Centralized loyalty management embedded directly into the CDP
  • Rule-based, automated tier and points logic
  • Full integration of hotel systems and ancillary revenue streams
  • A seamless digital loyalty interface for guests

The Selection Process

During the evaluation phase, Serena Hotels assessed multiple solutions, focusing on:

  • Product depth and flexibility
  • Customer support and partnership approach
  • Long-term scalability and strategic value

“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.”
– Hina Nazir, Marketing, Serena Hotels


Ultimately, dailypoint was selected as the best-fit solution to support Serena Hotels’ loyalty and CRM strategy.

"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.”
– Hina Nazir, Marketing, Serena Hotels


Ultimately, dailypoint was selected as the best-fit solution to support Serena Hotels’ loyalty and CRM strategy.

 

The Results

Today, Serena Hotels operates a centralized, modern loyalty program powered by the dailypoint CDP.

Key Outcomes

  • Unified loyalty system covering the entire Serena Hotels portfolio
  • Automated points and tier management based on clearly defined rules
  • Consistent and transparent digital experience via Member Portal and App
  • Simplified staff workflows with real-time guest insights
  • Stronger guest recognition across on-property and digital touchpoints
  • Improved marketing performance through deeper insights, targeted campaigns, and loyalty-driven promotions

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

– Hina Nazir, Marketing, Serena Hotels

Conclusion

By partnering with dailypoint, Serena Hotels successfully transformed its long-standing Prestige Club into a future-ready loyalty ecosystem. With one centralized platform, a unified data foundation, and fully integrated loyalty capabilities, Serena Hotels is now positioned to deliver consistent, personalized Guest Experience across its entire portfolio – today and in the future.