Loyalty Juggernaut publishes this guide and makes GRAVTY, one of the eight platforms listed. Read the GRAVTY entry as a vendor describing its own product. Each other entry draws only on that vendor's own pages. The list runs in alphabetical order. It ranks nobody.
What is hospitality loyalty software?
Hospitality loyalty software runs a hotel program behind the front desk. It reads each stay from the property system and works out points and tier credit. It prices member rates in the booking engine and lets guests spend points on the bill. It also bills each hotel for the points it issues and pays back the hotel where a member redeems.
Members book a large share of hotel stays. Marriott says member stays accounted for 75% of room nights in the US and Canada and 68% worldwide in 2025. At Hyatt, member stays were about 49% of system-wide room nights, not counting its all-inclusive properties. Hilton Honors had 243 million members at the end of 2025.
This page is about the software. For program design, read our hotel loyalty strategy guide. For programs worth studying, see the best hotel loyalty programs.
Which hotel loyalty platforms belong on a shortlist?
Some vendors sell loyalty as part of their own property or CRM system. Others run as a separate engine that connects to many.
| Platform | Best for, in the vendor's terms | How it is deployed |
|---|---|---|
| Agilysys Loyalty & Promotions | Hotels, resorts, casinos and food and beverage venues | Built into Agilysys PMS and InfoGenesis POS |
| Antavo | Hotel and resort brands, including B2B2C programs | API-first platform |
| Comarch Loyalty Management for Travel | Travel businesses, hotels included | Comarch cloud or major public clouds |
| dailypoint | Hotels and hotel groups with B2C, B2B and staff programs | Its own loyalty portal or an open API |
| GRAVTY | Multi-brand groups, hotel alliances and luxury operators that share one currency | Cloud-native, serverless on AWS, under a 99.99% uptime SLA |
| IBS Software iLoyal | Hotel programs with partner and corporate tracks | Cloud-native, linked to CRS and PMS |
| Oracle OPERA Cloud Loyalty | Hotel chains on OPERA Cloud | Add-on to the OPERA Cloud Foundation subscription |
| Talon.One | Travel platforms, OTAs and multi-brand groups | Loyalty and promotion engine API |
What does each hotel loyalty platform offer?
Agilysys Loyalty & Promotions
Agilysys ties loyalty to its own PMS and POS. Guests earn and redeem in real time across rooms, dining, spa and golf.
Antavo
Antavo runs Confidant Rewards for Hyatt's Inclusive Collection. It is a B2B2C program with tiers based on bookings.
Comarch Loyalty Management for Travel
Comarch's travel edition runs several B2B and B2C programs on one platform and earns points on hotel stays.
dailypoint
dailypoint sells loyalty and a hotel CRM in one. It moved over 650,000 members from Rotana Hotels to its platform.
GRAVTY
Who it fits. GRAVTY is Loyalty Juggernaut's platform for hotel groups and alliances that run one currency across many brands. It runs GHA DISCOVERY, the Global Hotel Alliance program. GHA says it spans 60+ brands and 1,000 hotels in 100 countries. Loyalty Juggernaut's customer story reports that the alliance grew total revenue by 146% and direct bookings by 29%. Brilliant by Langham, Jumeirah One, Club ITC and The LaLiT run on GRAVTY too. So does Strawberry in the Nordics, which shares one currency with Norwegian Reward.
Where it runs. GRAVTY is cloud native and runs serverless on AWS. It holds 500M+ members in production, under a 99.99% uptime SLA. Average API latency is under 50 ms. It has 150+ systems integrated. They include the Oracle OPERA, Protel and Shiji property systems and the SynXis and Cendyn booking systems. Simphony, Agilysys and Book4Time cover outlets and spas. See the integrations page. Member records stay in their home region, set for each program.
What it does. Each brand keeps its own tier benefits on the shared currency. Guests earn on dining, spa, retail and partner spend through partner connectors and an SDK. Settlement and revenue split between brands, outlets and partners run inside the platform, so value moves between owners at the agreed rate. The PMS, reservations, contact center, app and partner POS read one member record. The GRAVTY Concierge App puts member recognition in staff hands, and Cendyn has linked its hotel CRM to GRAVTY.
How the team runs it. Loyalty managers change rules in Visual Rules, a patented no-code engine. AI-Trust flags odd earn and burn as it happens. The same partner engine runs Deutsche Telekom's program, with 4,500 partners in 9 countries. See hotel loyalty on GRAVTY.
IBS Software iLoyal
iLoyal links to the CRS, PMS and partner systems. It also covers partner billing and liability reports.
Oracle OPERA Cloud Loyalty
Oracle sells OPERA Cloud Loyalty as an add-on to its OPERA Cloud property system, with points earned on stays or spend.
Talon.One
Talon.One runs points, tiers and stay milestones for travel brands. Its own guide names Hostelworld as a customer.
What should hotel loyalty software prove before you buy?
Start with the tests that decide whether a program works across many brands and owners. Property connections come next, and the demo table covers both.
One currency across brands, with settlement
In an alliance or a multi-brand group, a guest earns at one hotel and spends at another. Money then has to move between owners at an agreed rate. GHA DISCOVERY shows the model. Its currency is worth one US dollar per D$. Members earn 4% to 7% of eligible folio spend, set by tier. They spend D$ on the bill or when they book. That program runs on GRAVTY, with settlement inside the platform. Our ecosystem loyalty guide covers the model.
Billing owners and paying back hotels
At the big chains, hotel owners fund the program. Hyatt charges an assessment fee based on members' qualified spend, billed monthly. It uses the funds to repay hotels for room nights when members redeem. Wyndham charges franchised and managed hotels a fee on each member stay, based on a share of room revenue. So the platform has to bill each property and repay the hotel where a member redeems. GRAVTY runs settlement and revenue split with every outlet and partner.
Uptime and recognition at every touchpoint
Check-in, the booking engine, outlets and the app all call the loyalty platform. Put the uptime figure in the contract and test response time at peak. GRAVTY carries a 99.99% uptime SLA, with average API latency under 50 ms.
Guest data that stays where the law says
Hotel groups hold guest records from many countries. Ask where each record lives and who can move it. On GRAVTY, member records stay in their home region, set for each program.
How does hotel loyalty software connect to the PMS, booking engine and outlets?
The folio decides what earns
At Marriott and GHA, points start on the guest's bill. Marriott Bonvoy's terms count the room rate, food and drink and some in-room charges on the member's folio. Food and drink outlets run by a third party can be left out. GHA leaves out taxes, tips and fees. So the platform has to sort each folio line into earning and non-earning.
Standards help. The OpenTravel Alliance's published schemas have a stay message that splits guest revenue by category, such as room or food and beverage. Ask each vendor which messages it reads from your property system.
The booking engine prices member rates
The SynXis reservation system lets a loyalty rate give a discount or take points as payment. It keeps those rates hidden unless the request carries the right program and tier. Hilton members can mix points and money to book a stay. GHA has let members pay with D$ at booking since 31 July 2024.
The property system talks to an outside engine
Property systems can hand loyalty to an outside engine. Mews lets loyalty providers sync their programs through its Connector API. OPERA Cloud can check membership numbers with an outside loyalty system. Ask how fast a new stay posts and how the vendor handles missing-stay claims.
Tiers on nights, spend or brands
Programs qualify members in different ways. Hyatt counts qualifying nights or base points. GHA lets members reach a tier by nights, spend or the number of brands stayed. The platform should run all three, so the program can change as the group grows.
How should you evaluate hotel loyalty software in a demo?
Bring a real folio, one owner statement and a member rate from your own booking engine. Ask the vendor to run them live. The points liability guide covers what finance should see.
| Criterion | Why it matters | What to ask in a demo |
|---|---|---|
| Shared currency | A guest earns at one brand and spends at another. | Earn at one brand and redeem at another. Show the settlement entry between them. |
| Owner billing | Owners fund points and get repaid when members redeem. | Show one hotel's monthly statement, with fees charged and redemptions repaid. |
| Brand-level rules | Each brand wants its own tier benefits. | Give two brands different tier benefits on one currency. |
| Uptime and speed | Check-in, booking and outlets all call the platform. | What uptime SLA goes in the contract? What is your average response time? |
| Rules without code | Promotions should not wait for a release. | Have a loyalty manager build a double-points weekend live. |
| Data residency | Guest records fall under local privacy law. | Where will our European and Gulf guests' records live? |
| Migration | Members expect balances and status to carry over. | How do you run our old and new systems in parallel before cutover? |
| Folio earning | Earning depends on which folio lines qualify. | Check out a member with room, dining, spa and a third-party outlet. Show what earns. |
| Booking engine | Member rates and points as payment drive direct bookings. | Book a member rate on our engine and pay part with points. |
| Recognition | Staff need tier and preferences at arrival. | Show what the front desk sees for a top-tier member. |
| Missing stays | Members claim stays that did not post. | File a claim and show who approves it. |
| Liability | Finance needs breakage and repayment cost. | Show the liability report and the inputs behind it. |
How do you choose hotel loyalty software by group type?
Alliances and multi-brand groups. The tests that decide it are a shared currency, settlement between owners and rules set by brand. GHA DISCOVERY runs all three on GRAVTY.
Luxury groups with one operator. Staff need to know each guest on sight, so data quality comes first. Jumeirah One, Club ITC and Brilliant by Langham run on GRAVTY. Antavo and dailypoint also serve hotel brands.
Chains on one property system. Oracle and Agilysys build loyalty into their own systems. A separate engine such as GRAVTY links to OPERA, Agilysys and other systems. Then the program can stay put if the hotel changes its system.
Independent hotels. CRM-led tools such as dailypoint pair loyalty with a guest CRM and direct booking. Replacing a live program adds a migration, which our loyalty platform migration guide covers.
Frequently asked questions
Which hotel loyalty software suits a multi-brand group or alliance?
Pick a platform that runs one currency across brands and settles between owners. GRAVTY runs GHA DISCOVERY, the Global Hotel Alliance program, plus Jumeirah One and Brilliant by Langham. The alliance grew total revenue by 146% and direct bookings by 29%. GRAVTY carries a 99.99% uptime SLA. Ask every vendor to show a cross-brand redemption and its settlement live.
How do hotel loyalty programs bill owners and franchisees?
The brand charges each hotel a fee on member stays and repays the hotel where a member redeems. Hyatt bills an assessment fee on members' qualified spend monthly. Wyndham charges franchised and managed hotels a fee on each member stay, based on a share of room revenue. The software has to run both sides for every property.
Can guests pay with points when they book?
Yes, if the booking engine and loyalty platform support it. SynXis lets a loyalty rate take points as a form of payment. GHA members have paid with D$ at booking since 31 July 2024, and Hilton members can mix points and money.
Which hotel charges earn loyalty points?
Usually the room rate and other charges on the member's folio. Marriott Bonvoy counts room, food and drink and some in-room charges on the folio. GHA earns on eligible folio spend and leaves out taxes, tips and fees. Outlets run by a third party can be excluded.
How much does hotel loyalty software cost?
Few vendors publish prices, so expect a quote for your brands and properties. Antavo charges by customer activity, and Talon.One prices by data volume. Owners pay program fees too, so model both sides before you sign.
Why does Loyalty Juggernaut list its own platform?
GRAVTY is on the list because it competes in this category, and leaving it out would hide that. Its entry uses Loyalty Juggernaut's own figures and GHA's published program terms. Each other entry uses only that vendor's own pages.