More than six types of Loyalty Programs to build loyalty with meaning
Booking Engine 27/05/2025
Loyalty programs for hotels, hotel chains, and other accommodation options have been gaining popularity recently, establishing themselves as one of the most effective strategies for boosting direct bookings. These resources not only foster customer loyalty but also serve to generate positive differences in your direct channel and encourage guests to return to your property for their next vacation.
The data speaks for itself. Guests who are part of a loyalty program spend up to 23% more than others, enjoy up to 30% longer stays, and make 10 times more purchases than other customers . This trend translates into a higher repeat visit rate, which means stable, recurring revenue for the hotel. In a market where competition is fierce, these programs have become a crucial tool for securing a competitive advantage.
Hoteliers are very clear that loyalty clubs are one of the main strategies for boosting direct sales, but simply having one isn't enough. On the one hand, implementing a loyalty program directly impacts the establishment's operations, and it's essential to ensure the necessary resources (human, financial, operational, etc.) are available before taking the plunge. On the other hand, many questions arise: Is it exclusive to hotel chains, or should an independent hotel also have one? How does the loyalty program adapt to the specific characteristics of each hotel and the uniqueness of each guest? A club tailored to the preferences of its guests is what any hotel should aspire to, as each establishment is unique, and it's through personalization that it can truly make a difference.
“Allocating resources to creating a loyalty program is a safe bet and, as long as it is done sensibly, it will contribute to increasing databases, strengthening the direct channel, increasing the repeat rate, creating organic prescribers and strengthening relationships with guests, lengthening them over time,” determines Daniel Sánchez , Chief Revenue Officer at Paraty Tech. With this idea in mind, our CRO has designed the Loyalty Matrix , a table that analyzes the most common loyalty club models and associates them with the hotel / target typologies with which they best fit.
And from Paraty Tech we are in charge of carrying out a Comprehensive consulting that analyzes the specifics of the accommodation sector and the loyalty requests of each hotelier, with the goal of developing a customized program that meets their expectations and those of their guests. Although we also respond to requests for ad-hoc developments, we currently have six pre-designed club variants that are perfectly suited to a high volume of establishments.
Among the various types of clubs available, this one, due to its high conversion rate and ease of implementation , has become very popular and already enjoys a high level of penetration. As simple as it is effective, its operation is very straightforward: From the beginning to the end of the booking process, a "toggle" (swipe button) activated by default will allow the customer to view at all times both the actual price and the price with the club membership discount . The user can activate and deactivate the "toggle" as desired, and the price will be automatically modified. This immediacy is probably its greatest strength. The customer can compare the actual price with the member price with a single click.
By giving the user access to membership prices both at the beginning and end of the booking process, this club variant addresses the conversion problem at multiple points in the purchase process. Initially, by capturing the user's attention from the outset with an attractive price, and finally, by providing a final opportunity to "unlock" the best price. The same information entered by the future guest to complete the booking (which will include a password if they decide to join) will be used to register them in the loyalty program (book & join).
In this option, the customer registers with their email address via a banner located during the reservation process, which is enabled for both new registrations and club member logins.
In this variant, once the user logs in with their information, the system "retrieves" their membership level, based on the number of nights (or points) accumulated during previous stays, also reminding the guest of the different benefits that correspond to that level.
For new members, once the email address is entered, the aforementioned banner updates, displaying the benefits corresponding to the first membership level, which you currently hold as a new member of the club. When you hover over each of these benefits, a tooltip briefly describes what they entail.
This type of program is very effective for recognizing and rewarding repeat guests, increasing their loyalty as they continue to stay, and incentivizing them to continue booking at the same establishment or others in the same chain.
This type of club transforms guest loyalty into a tangible benefit: money accumulated in a digital wallet , ready to be used on future reservations. Hotels that choose to implement this type of club not only reward repeat business, but also offer their most loyal guests complete control over how and when they want to redeem their points.
Essentially, the essence of this club lies in the power it gives to the guest. Each stay translates into points or euros (balance) that accumulate in a virtual wallet, redeemable for real money that the guest can decide how to spend in the future. As in the previous case, this club is presented in the booking engine through a banner, present throughout the process, which visually displays the benefits associated with being registered with the club, along with buttons to register or log in if already registered. Once the guest logs in, the banner updates and shows the available balance in the guest's virtual wallet. If the user has not yet registered by the final step of the booking process, a small banner will highlight the price they could qualify for if they decided to join the club, serving as a final incentive before finalizing the purchase.
This type of club displays the benefits of membership without registration via a banner. Through two separate tabs in the search engine, users can compare the actual price with the special member price.
This loyalty club model is very popular among the hotels we work with, especially the larger chains. It displays a lock next to each available rate, showing the user the price they could book if they registered with the club. In other words, these prices are displayed as "locked" for non-club members . Once the user registers or logs in, the locks disappear, and the search engine prices are adjusted to show the membership discount applied.
Additionally, as in some of the previous variants, from the moment a user accesses the booking engine, an informational banner displays the benefits of joining the loyalty club, including the percentage discount applicable to their reservation for being a member, always guaranteeing a better price than the standard rate. Additionally, the hotelier can use this space to include a brief description or detail exclusive benefits associated with the loyalty program, such as a welcome gift in the room, late check-out, or VIP amenities.
While some hotels prefer to take a simple approach, applying the same discounts and benefits to all club members, some choose to implement a membership tier system within this type of club as well, allowing guests to move up within the club, unlocking additional or "Premium" benefits after a certain number of stays or overnight stays.
This type of club, one of our most recent developments , is designed to simplify the registration and login process for guests. Its main strength is that guests don't need to create an account to join the club ; they simply enter the credentials they already use for other accounts, such as Facebook or Google, to name a few.
This eliminates the hassle of having to fill out registration forms or add a new username and password to remember in the future, making access a nearly instant process. Ultimately, this club focuses on making the process of joining and accessing the club as simple as possible, using tools we use every day.
As always, if you're considering incorporating a loyalty club into your property, simply contact your account manager . Based on your idea, the characteristics of your property, and your target audience, they will recommend the option that best suits your needs and objectives.
In the meantime, we'll do everything possible to continue innovating and improving our services to offer you the best possible experience and help you succeed in an increasingly competitive market.
The data speaks for itself. Guests who are part of a loyalty program spend up to 23% more than others, enjoy up to 30% longer stays, and make 10 times more purchases than other customers . This trend translates into a higher repeat visit rate, which means stable, recurring revenue for the hotel. In a market where competition is fierce, these programs have become a crucial tool for securing a competitive advantage.
Hoteliers are very clear that loyalty clubs are one of the main strategies for boosting direct sales, but simply having one isn't enough. On the one hand, implementing a loyalty program directly impacts the establishment's operations, and it's essential to ensure the necessary resources (human, financial, operational, etc.) are available before taking the plunge. On the other hand, many questions arise: Is it exclusive to hotel chains, or should an independent hotel also have one? How does the loyalty program adapt to the specific characteristics of each hotel and the uniqueness of each guest? A club tailored to the preferences of its guests is what any hotel should aspire to, as each establishment is unique, and it's through personalization that it can truly make a difference.
“Allocating resources to creating a loyalty program is a safe bet and, as long as it is done sensibly, it will contribute to increasing databases, strengthening the direct channel, increasing the repeat rate, creating organic prescribers and strengthening relationships with guests, lengthening them over time,” determines Daniel Sánchez , Chief Revenue Officer at Paraty Tech. With this idea in mind, our CRO has designed the Loyalty Matrix , a table that analyzes the most common loyalty club models and associates them with the hotel / target typologies with which they best fit.
And from Paraty Tech we are in charge of carrying out a
Toggle Club
Among the various types of clubs available, this one, due to its high conversion rate and ease of implementation , has become very popular and already enjoys a high level of penetration. As simple as it is effective, its operation is very straightforward: From the beginning to the end of the booking process, a "toggle" (swipe button) activated by default will allow the customer to view at all times both the actual price and the price with the club membership discount . The user can activate and deactivate the "toggle" as desired, and the price will be automatically modified. This immediacy is probably its greatest strength. The customer can compare the actual price with the member price with a single click.
By giving the user access to membership prices both at the beginning and end of the booking process, this club variant addresses the conversion problem at multiple points in the purchase process. Initially, by capturing the user's attention from the outset with an attractive price, and finally, by providing a final opportunity to "unlock" the best price. The same information entered by the future guest to complete the booking (which will include a password if they decide to join) will be used to register them in the loyalty program (book & join).
Club with email access and tiered benefits
In this option, the customer registers with their email address via a banner located during the reservation process, which is enabled for both new registrations and club member logins.
In this variant, once the user logs in with their information, the system "retrieves" their membership level, based on the number of nights (or points) accumulated during previous stays, also reminding the guest of the different benefits that correspond to that level.
For new members, once the email address is entered, the aforementioned banner updates, displaying the benefits corresponding to the first membership level, which you currently hold as a new member of the club. When you hover over each of these benefits, a tooltip briefly describes what they entail.
This type of program is very effective for recognizing and rewarding repeat guests, increasing their loyalty as they continue to stay, and incentivizing them to continue booking at the same establishment or others in the same chain.
Club with access by padlock and wallet
This type of club transforms guest loyalty into a tangible benefit: money accumulated in a digital wallet , ready to be used on future reservations. Hotels that choose to implement this type of club not only reward repeat business, but also offer their most loyal guests complete control over how and when they want to redeem their points.
Essentially, the essence of this club lies in the power it gives to the guest. Each stay translates into points or euros (balance) that accumulate in a virtual wallet, redeemable for real money that the guest can decide how to spend in the future. As in the previous case, this club is presented in the booking engine through a banner, present throughout the process, which visually displays the benefits associated with being registered with the club, along with buttons to register or log in if already registered. Once the guest logs in, the banner updates and shows the available balance in the guest's virtual wallet. If the user has not yet registered by the final step of the booking process, a small banner will highlight the price they could qualify for if they decided to join the club, serving as a final incentive before finalizing the purchase.
Eyelash Club
This type of club displays the benefits of membership without registration via a banner. Through two separate tabs in the search engine, users can compare the actual price with the special member price.
- Club activated : If the user chooses an option with a club rate, upon reaching the checkout process, above their personal details, a banner will appear with a box to accept the terms and conditions of becoming a club member. They will be required to click this box to complete the reservation.
- Club disabled : If the user chooses an option with a non-club rate, no banner will be displayed and the customer will be able to book normally, without the corresponding loyalty privileges.
Lock Club
This loyalty club model is very popular among the hotels we work with, especially the larger chains. It displays a lock next to each available rate, showing the user the price they could book if they registered with the club. In other words, these prices are displayed as "locked" for non-club members . Once the user registers or logs in, the locks disappear, and the search engine prices are adjusted to show the membership discount applied.
Additionally, as in some of the previous variants, from the moment a user accesses the booking engine, an informational banner displays the benefits of joining the loyalty club, including the percentage discount applicable to their reservation for being a member, always guaranteeing a better price than the standard rate. Additionally, the hotelier can use this space to include a brief description or detail exclusive benefits associated with the loyalty program, such as a welcome gift in the room, late check-out, or VIP amenities.
While some hotels prefer to take a simple approach, applying the same discounts and benefits to all club members, some choose to implement a membership tier system within this type of club as well, allowing guests to move up within the club, unlocking additional or "Premium" benefits after a certain number of stays or overnight stays.
Club with Social Login
This type of club, one of our most recent developments , is designed to simplify the registration and login process for guests. Its main strength is that guests don't need to create an account to join the club ; they simply enter the credentials they already use for other accounts, such as Facebook or Google, to name a few.
This eliminates the hassle of having to fill out registration forms or add a new username and password to remember in the future, making access a nearly instant process. Ultimately, this club focuses on making the process of joining and accessing the club as simple as possible, using tools we use every day.
Implement the program in your hotel and don't be left out.
As always, if you're considering incorporating a loyalty club into your property, simply contact your account manager . Based on your idea, the characteristics of your property, and your target audience, they will recommend the option that best suits your needs and objectives.
In the meantime, we'll do everything possible to continue innovating and improving our services to offer you the best possible experience and help you succeed in an increasingly competitive market.
